SCOTTSDALE, AZ – The Fiesta Bowl organization is bolstering its sales efforts with the appointment of sports and media executive Steve Mullins to the position of Chief Sales and Marketing Officer.
Mullins brings a successful record of achievements to the Fiesta Bowl, with impressive sales growth results in college athletics, for NBA and MLB teams and as an executive with an industry-leading media company.
“Steve has a proven track record of delivering results and developing creative initiatives,” said Fiesta Bowl Executive Director Mike Nealy. “Steve’s experience and sales and marketing acumen will further develop the Fiesta Bowl’s ability to grow in our success and, in turn, give back more to our community.”
The Fiesta Bowl donated a record $2.5 million in charitable giving in the 2017-18 season, the most of any college football bowl organization, and operates events throughout the year, highlighted by the PlayStation Fiesta Bowl and Cactus Bowl football games, along with the Fiesta Bowl Parade, Aerospace Challenge, Fiesta Bowl Overwatch Collegiate National Championship and other events.
“I could not be more excited to join the Fiesta Bowl organization. I’ve had the opportunity to watch them in action the majority of my life and appreciate the impact they have on this community,” Mullins said. “I look forward to leveraging the tremendous assets we have with like-minded partners who want to grow together. This role allows me to align the passion I have for the business of sports while serving the community in a significant way.”
A Phoenix native who graduated from Paradise Valley High School, Mullins joins the Fiesta Bowl after serving for two years as Senior Vice President of Sales for the Arizona Region of iHeartMedia. In this role, Mullins was accountable for all revenue generated from the Phoenix and Tucson markets. This responsibility included 15 broadcast radio stations, in addition to the iHeartRadio app, digital assets, social media platforms, local events and sponsorships.
Prior to joining iHeartMedia, Mullins was the Vice President of Corporate Partnerships for the NBA Minnesota Timberwolves/WNBA Minnesota Lynx and MLB Arizona Diamondbacks, and in each position achieved significant growth in new sponsor sales. In Minnesota, the franchise achieved a 50 percent increase in annual sponsorship revenue and 71 percent growth in average investment per partner, while also securing more than $100 million in long-term revenue. Mullins also played a key role in the $125 million renovation of Target Center, helping develop sponsor and community-driven platforms within the venue.
Over a nearly seven-year tenure with the D-backs from 2007-13, he advanced within the organization to become Vice President of Corporate Partnerships. The team’s new sales improved by 30 percent, in part due to securing more than 25 partnership agreements of six or seven figures. The team enjoyed its first-ever “Exclusive Education Partner” under a plan developed by Mullins and his division.
His first entry in sports marketing came in 2004 as an account executive with CBS Sports Properties, the multi-media rights holder for Arizona State University Athletics.
Mullins is a member of the Board of Directors of Special Olympics Arizona and served on the Board of Directors for the Greater Phoenix Chamber of Commerce.
A four-year letterwinner on the Utah State University football team with a degree in business marketing, Mullins and his wife Ashley live in Phoenix with their two children, Harper and Cruz.