Cuervo Named Associate Athletic Director for External Affairs


Photo of Frank Cuervo

Frank Cuervo has been named Associate Athletic Director for External Affairs.


Dec. 17, 2009 – Southeast Missouri State University Director of Athletics John Shafer announced Thursday that Frank Cuervo has been named Associate Athletic Director for External Affairs.

Cuervo, who begins his new position Jan. 4, will oversee sports information, marketing and development among other responsibilities.

“I’m excited to hire someone with Frank’s experience, knowledge and contacts within the intercollegiate world,” said Shafer. “I believe he is a perfect fit for our administrative team. I welcome him and his wife, Michelle, to the Southeast Missouri State University community.”

Cuervo was the General Manager and Assistant Vice President for ISP Sports and Northern Illinois Sports Network since March, 2009. As a member of the Northern Illinois University Athletics Senior Management Team, Cuervo was directly responsible for generating over $1 million annually in corporate sponsorship and multi-media rights revenue.

“My family and I are thrilled to become a part of the tradition-rich program at Southeast Missouri,” said Cuervo. “I appreciate Mr. Shafer showing the confidence in me and providing us with this opportunity. I look forward to working with the fine student-athletes, coaches and administrators at Southeast to make the Redhawks the model athletics program in the Ohio Valley Conference.”

Prior to ISP Sports, Cuervo worked as the Assistant Director of Athletics for External Operations at Indiana University (July, 2006-March, 2009). He supervised and managed the activities of the Hoosier marketing, ticketing and media relations departments. Cuervo also oversaw the efforts of 28 full-time employees and was responsible for monitoring and managing seven budgets totaling $7 million in this capacity. In addition, he served as the liaison with IU Sports Properties, the multi-media rights partner for Indiana Athletics, the IU spirit squads and bands, and the IU Licensing and Trademark program.

Before Indiana, Cuervo served as Assistant Director of External Operations at the University of Missouri in 2005-06, and he held the Director of Marketing and Promotions position from 2001-05. A member of the Tigers’ senior administrative staff, Cuervo directed 17 full-time employees on the marketing, media relations, Tiger Team Store, Spirit Squad and Band staffs.

During his tenure at Missouri, Cuervo served as the financial administrator for six operating budgets totaling over $2.1 million. He oversaw marketing efforts for 20 sports programs, The Tiger Team Store and ticket sales efforts for football, men’s and women’s basketball and six Olympic sport programs. Under his direction, football attendance increased 18 percent and ticket revenue by $2.4 million (2001-05), while men’s basketball reached over 90-percent capacity and achieved annual ticket sales revenues of more than $3.5 million over the same time span.

Cuervo also experienced success in the retail outlet, managing The Tiger Team Store – The Official Store of The University of Missouri Athletics. Sales increased from $500,000 to $1.4 million over a four-year period (2001-05). Cuervo guided the renovation of an existing location, the opening of a new location and instituted the primary online merchandising presence that has realized double-digit growth each fiscal year.

From 2000-01, Cuervo worked at Bowling Green State University as Assistant Director of Athletics for Marketing & Sales and supervised the operations of the marketing, ticket and media relations departments. He developed the Falcon Partner Program, which encompassed 40 corporate sponsors and generated $500,000 annually. Cuervo also launched the school’s first group sales and hospitality effort that focused on increasing attendance and interest in all athletic events.

Additionally, Cuervo coordinated a six-station radio network for football, hockey and men’s basketball broadcasts as well as three half-hour coaches shows. He maintained the university’s licensing program that consisted of 35 licensees and generated over $80,000 annually.

Cuervo arrived at Bowling Green from The Ohio State University, where he served as the athletic department’s Marketing Coordinator (1999-00). With the Buckeyes, he was responsible for developing comprehensive marketing plans, season and group ticket sales campaigns and advertising for the football, men’s and women’s soccer, men’s basketball and baseball programs.

Prior to his stint at Ohio State, Cuervo served as Marketing and Ticketing Coordinator with the Outback Bowl in 1999. He assisted with the coordination and planning of 12 special events for bowl sponsors, players and coaches and handled game-day operations.

A 1997 graduate of the University of Florida with a bachelor’s degree in marketing and public relations and a minor in finance, Cuervo launched his career as an Assistant Account Executive for Manning Selvage & Lee Public Relations in Atlanta (1997-98). He worked to provide support and develop campaigns for various accounts, including The Georgia Tech Athletic Association.

Cuervo is married to the former Michelle Kuebler.