SPEAKERS

With more than a decade's worth of administrative experience in the Southeastern Conference, Alicia Longworth joined the Tennessee Athletics leadership team in April of 2021.
 
Longworth was promoted to Deputy Athletics Director and Chief Marketing Officer for Tennessee Athletics in November 2024. She oversees all of UT's external engagement units and has played a pivotal role in transforming the gameday experience for fans and athletes at all of Tennessee’s athletic venues. Her innovative strategies and initiatives have been particularly impactful at Neyland Stadium, where she and the team have enhanced the overall atmosphere, making it the best college football environment in the country. 
 
Longworth oversees Tennessee Athletics’ ticket sales and operations, fan experience, broadcasting, trademarks and licensing, concessions, spirit, and shared oversight of the creative enterprise. Tennessee creative continues to lead the way in storytelling, content diversity and overall engagement across many social media platforms.
 
“Alicia is a proven leader in the athletics marketing, fan engagement and creative sectors,” Tennessee Vice Chancellor/Director of Athletics Danny White said. “She understands how to embrace tradition while infusing modernization, which will make her a wonderful fit here at Tennessee. With her strategic vision, coupled with the extremely talented people we have on our team, our potential is limitless.”
 
Longworth onboarded the in-house outbound ticket sales team, which helped the Vols sell out season tickets in Neyland for two consecutive years, men’s basketball in back-to-back seasons and continuous growth across all sports.
 
During the development of Tennessee Athletics' comprehensive five-year strategic plan, Rise Glorious—which was published in July of 2022—Longworth chaired the Brand Advancement Committee.
 
A native of Wise, Virginia, Longworth's hiring at Tennessee was preceded by 11 years in various external roles within Florida’s athletics department, ultimately serving as Associate AD and overseeing marketing, branding, social media, GatorVision, the SEC Network relationship and broadcasting.
 
For her final two years in Gainesville, Longworth oversaw in-venue fan experience for all Florida athletic programs, served as liaison for UF’s IMG/Learfield partnership, and assisted with the management of all University Athletic Association sponsor relationships.
 
She worked particularly closely with the Gators’ men’s basketball program to develop marketing, social media and brand strategies. She also collaborated closely with Jordan Brand to launch Florida’s Jumpman partnership for football and men’s and women’s basketball.
 
Additionally, in 2013, she was a member of Florida’s UAA strategic plan committee, which worked to redefine the association’s strategic purpose, vision statement and core values.
 
Longworth graduated from Virginia Tech with a degree in Communications in 2007 and spent three years on the athletic marketing staff at her alma mater before transitioning to Florida as an assistant director of marketing and promotions in 2010.

With 10+ years at EA SPORTS across marketing and commercial, Laura brings teams together to build unforgettable, player-first experiences. As Senior Brand Manager for EA SPORTS College Football, she drives growth and engagement for the franchise. A former Wake Forest student-athlete with lifelong ties to college towns, she brings a deep passion for collegiate athletics and fandom. Outside of work, she’s cheering on her favorite teams or her sons - and keeping the competition alive with College Football 26.

Jason Scheets is a seasoned sports industry executive with more than two decades of experience spanning ecommerce, retail, and licensed sports merchandising. Currently serving as Vice President of College Ecommerce and Connected Commerce at Fanatics, Jason leads a diverse portfolio of businesses: including college partnerships, Barnes & Noble Education, and connected commerce initiatives with Fanatics’ retail partners. He is known for his ability to build high-performing teams, drive strategic growth, and deliver innovative omnichannel solutions that enhance the fan experience.

Jason’s professional journey reflects a deep-rooted commitment to the sports business. He began his career at Star Struck, a Connecticut-based company that operated the official catalog of Minor League Baseball, helping grow the business from its early stages to a multi-million-dollar operation. Following its acquisition by Dreams Retail, Jason relocated to Chicago, where he played a key role in managing key ecommerce partnerships across the company.

In 2013, Dreams Retail was acquired by Fanatics, bringing Jason to Jacksonville, Florida, where he has spent the past decade-plus helping shape the company’s partner commerce and ecommerce strategies. Over the years, he has developed deep expertise across digital channels, analytics, and marketplace strategy, while serving as a trusted leader within the Fanatics ecosystem.

Throughout his career, Jason has remained focused on one core mission: connecting fans with the teams and products they love through compelling storytelling, innovative commerce solutions, and strong partnerships.

A Connecticut native, Jason’s passion for sports began early and continued through his collegiate career as a baseball player at the University of New Haven, where he earned degrees in Business Management and Sports Industry Management.