There is a new face in Westwood for the Bruins athletic department. This week, the Bruins named Daniel Cruz the Athletics Deputy AD and Chief Revenue Officer, according to David Woods of 247 Sports.
Despite the recent struggles of the Bruins football team, UCLA remains a marquee program in the NCAA with success in women’s and men’s basketball, gymnastics, and softball. Cruz, the former Spotify, ESPN, and MindShare employee, looks to bring an entrepreneurial and innovative approach to UCLA’s athletic department.
UCLA athletic director Martin Jarmond praised the hiring of Cruz and his potential impact at the university saying, “In the midst of transformational change in collegiate athletics, (Cruz’s) forward-thinking and innovative approach is going to help us optimize revenue generation on every level to better support our student-athletes.”
Given the sudden and long overdue overhaul of student-athlete rights, big-name programs like UCLA have opportunities to grow their revenue and influence while fairly compensating their players.
Moreover, the ability to market the now-Big Ten school can attract a wider array of athletes to UCLA, potentially improving the product in the gym, on the floor, and on the field.