SAN DIEGO — Daniel Nunes has been named USD Athletics' first-ever Senior Associate Athletic Director for Revenue Generation and Innovation and Chief Revenue Officer, USD Associate Vice President and Executive Director of Athletics Kimya Massey announced on Tuesday evening, bringing extensive college athletics administration experience and a proven track record of innovative, impactful, and revenue-based strategic planning to San Diego in a groundbreaking new role.
Nunes joins USD from Northwestern University, where he provided leadership and strategic direction across marketing, communications, sponsorship, ticketing, licensing, and creative services. Prior to Northwestern, he spent time at Southern Methodist University (SMU) and Louisiana State.
"Daniel is a tremendous talent with a wealth of experience leading revenue generation and marketing efforts at the highest levels of college athletics, and we're thrilled to welcome him and his family to America's Finest City," said Massey. "His hiring into this new role for our department represents our ongoing commitment to success in today's era of college athletics in which developing and diversifying revenue streams is key. I know that Daniel is the right fit to lead us forward in this regard as we aim to provide a first-in-class experience for our student-athletes, fans, and the San Diego community. "
Nunes' hire builds on USD Athletics' ongoing efforts to enhance revenue generation. Recent initiatives include a new partnership with local activewear brand Vuori, continued collaboration with JMI Sports, an industry leader in multimedia rights and sponsorships, and work with CUENTO — a San Diego-based marketing consultancy — to enhance fan engagement and brand exposure. USD has also upgraded its ticketing infrastructure with a transition to Paciolan and has expanded use of digital platforms such as Teamworks and INFLCR — tools designed to improve efficiency and elevate the student-athlete experience.
"I am thrilled to join the University of San Diego as Chief Revenue Officer and to work under the leadership of Kimya Massey," Nunes said. "Kimya's vision for Torero Athletics is inspiring, and I look forward to partnering with him and the staff to elevate our programs and create more opportunities for our student-athletes."
In his new position with the Toreros, Nunes' responsibilities and areas of oversight will include ticketing, sponsorship agreements, licensing and merchandising, and digital and email marketing. USD Athletics' new Revenue Generation unit — which Nunes will lead — will work closely with the department's game presentation, communications, creative, and marketing staff to identify, capitalize on, and execute revenue generation opportunities.
During his tenure with Northwestern, the Wildcats achieved record-breaking results, including $15.7 million in ticket sales and contributions, which marked the highest total in department history. He led the external team in launching a nationally recognized temporary lakefront football stadium in just 60 days, generating $10.8 million in ticket sales and contributions, selling out three of five games, and creating Lakeside Gameday, an enhanced fan experience that drove more than $900,000 in revenue. Additionally, during his tenure, Northwestern men's basketball saw ticketing growth, boosting attendance by 7.5% in 2024-25 and generating $4.3 million in ticket sales, including four home sellouts. Click here to read more about Nunes.
"There is so much growth potential and opportunity at USD, and I'm excited to build on the momentum across the department — through new partnerships, enhanced ticketing systems, and greater visibility for our teams," Nunes added. "Julie and I are excited to raise our two girls in such a special community here in San Diego."
Originally from Rio de Janeiro, Brazil, and raised in Baton Rouge, Louisiana, Nunes earned both his undergraduate degree in Public Relations and his Master of Science in Sport Management from LSU.
He and his wife, Julie, have two daughters, Stevie and Reese, and a golden retriever, Lucy.
