Staff Directory
Lenny Mathis
- Title:
- Senior Associate A.D. for External Operations
- Email:
- Phone:
- 864-503-7312
Lenny Mathis is the Senior Associate Athletic Director for External Operations at the University of South Carolina Upstate, where he has become an integral part of Spartan athletics' success. Mathis is regarded as a leading voice in the Upstate athletics and business community. Since joining USC Upstate’s executive staff in October 2019, Mathis has overseen all external units, including marketing, communications, video services, digital strategy and revenue generation, helping modernize the department’s public presence and financial growth strategy.
In the post-pandemic era, Mathis assumed leadership of sponsorship sales and partnership development, building a portfolio of more than 35 partners representing a 78 percent increase in five years. He has also played a key role in revitalizing institutional and community relationships, generating new revenue streams and strengthening donor engagement through innovative outreach initiatives.
Under his leadership, the green and white have experienced expansive digital growth. Social media platforms have grown more than 160 percent in five years and now exceed 100,000 combined followers, including more than 16,000 added in 2024-25 alone. The athletics website has surpassed 330,000 active users in consecutive years, and ESPN+ broadcasts, which he oversees at approximately 80 events annually, consistently rank in the top third of the Big South, with more than 4 million minutes watched for 3 straight years.
Mathis has spearheaded several high-profile branding and fan-engagement initiatives, most notably the creation and execution of Morgan Square Madness, South Carolina’s only outdoor basketball tip-off event held in downtown Spartanburg. First launched in 2022, the event has quickly become a signature celebration of Spartan athletics in the Hub City. He also led the development of USC Upstate’s first formalized athletics brand guide in 2021 and collaborated on the rollout of an updated version in 2025 that introduced a refreshed Spartan spirit mark. Additionally, he reimagined the department’s email communication strategy, transforming it into a modern engagement tool that reaches more than 2,000 donors, season ticket holders, and supporters with targeted messaging highlighting ticket sales, merchandise, branding initiatives, and philanthropic impact.
Prior to his current role, Mathis served as Assistant Athletic Director for Marketing at Wake Forest University from 2017 to 2019. There, he managed marketing efforts for football and men’s basketball, directed game presentation and fan experience and oversaw campaigns reaching as many as 110,000 recipients that helped generate more than $5 million in revenue. He led the highly successful “I’m A Fan” grassroots campaign that sold out the 2019 home opener for the football team and managed a marketing budget exceeding $500,000. Mathis also coordinated creative production across multiple agencies, helped execute the “50 Years of BB&T Field” celebration and contributed to operations for major events, including the 2018 NCAA Tennis Championships and the ACC Women’s Basketball Tournament.
Before Wake Forest, Mathis spent 14 years as Associate Athletic Director for Marketing at Wofford College, where he directed all marketing initiatives and helped drive football and men’s basketball ticket revenue to record levels.
During his Terrier tenure, he launched major brand campaigns such as “Let’s Go.” He also built strong relationships with media outlets, corporate partners, and community organizations while implementing marketing partnerships through IMG College. Among his community initiatives was the Terrier Tales Reading Program, a partnership with the Spartanburg County Public Libraries that rewarded thousands of elementary students for reading and earned him “Friend of the Year” honors in 2010. Among his community initiatives was the Terrier Tales Reading Program, a partnership with the Spartanburg County Public Libraries that rewarded thousands of elementary students for reading and earned him “Friend of the Year” honors in 2010.
A nationally recognized marketing professional, Mathis earned multiple honors from the National Association of Collegiate Marketing Administrators, including a Gold Award for single-day attendance promotion and additional awards for campaign innovation and design.
He is an Honors graduate of the University of South Carolina. Mathis and his wife, Amanda, are active in the community and the proud parents of three children: Tripp, Virginia, and Vivian.
In the post-pandemic era, Mathis assumed leadership of sponsorship sales and partnership development, building a portfolio of more than 35 partners representing a 78 percent increase in five years. He has also played a key role in revitalizing institutional and community relationships, generating new revenue streams and strengthening donor engagement through innovative outreach initiatives.
Under his leadership, the green and white have experienced expansive digital growth. Social media platforms have grown more than 160 percent in five years and now exceed 100,000 combined followers, including more than 16,000 added in 2024-25 alone. The athletics website has surpassed 330,000 active users in consecutive years, and ESPN+ broadcasts, which he oversees at approximately 80 events annually, consistently rank in the top third of the Big South, with more than 4 million minutes watched for 3 straight years.
Mathis has spearheaded several high-profile branding and fan-engagement initiatives, most notably the creation and execution of Morgan Square Madness, South Carolina’s only outdoor basketball tip-off event held in downtown Spartanburg. First launched in 2022, the event has quickly become a signature celebration of Spartan athletics in the Hub City. He also led the development of USC Upstate’s first formalized athletics brand guide in 2021 and collaborated on the rollout of an updated version in 2025 that introduced a refreshed Spartan spirit mark. Additionally, he reimagined the department’s email communication strategy, transforming it into a modern engagement tool that reaches more than 2,000 donors, season ticket holders, and supporters with targeted messaging highlighting ticket sales, merchandise, branding initiatives, and philanthropic impact.
Prior to his current role, Mathis served as Assistant Athletic Director for Marketing at Wake Forest University from 2017 to 2019. There, he managed marketing efforts for football and men’s basketball, directed game presentation and fan experience and oversaw campaigns reaching as many as 110,000 recipients that helped generate more than $5 million in revenue. He led the highly successful “I’m A Fan” grassroots campaign that sold out the 2019 home opener for the football team and managed a marketing budget exceeding $500,000. Mathis also coordinated creative production across multiple agencies, helped execute the “50 Years of BB&T Field” celebration and contributed to operations for major events, including the 2018 NCAA Tennis Championships and the ACC Women’s Basketball Tournament.
Before Wake Forest, Mathis spent 14 years as Associate Athletic Director for Marketing at Wofford College, where he directed all marketing initiatives and helped drive football and men’s basketball ticket revenue to record levels.
During his Terrier tenure, he launched major brand campaigns such as “Let’s Go.” He also built strong relationships with media outlets, corporate partners, and community organizations while implementing marketing partnerships through IMG College. Among his community initiatives was the Terrier Tales Reading Program, a partnership with the Spartanburg County Public Libraries that rewarded thousands of elementary students for reading and earned him “Friend of the Year” honors in 2010. Among his community initiatives was the Terrier Tales Reading Program, a partnership with the Spartanburg County Public Libraries that rewarded thousands of elementary students for reading and earned him “Friend of the Year” honors in 2010.
A nationally recognized marketing professional, Mathis earned multiple honors from the National Association of Collegiate Marketing Administrators, including a Gold Award for single-day attendance promotion and additional awards for campaign innovation and design.
He is an Honors graduate of the University of South Carolina. Mathis and his wife, Amanda, are active in the community and the proud parents of three children: Tripp, Virginia, and Vivian.
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