Matt Villareal has been appointed as the Assistant Athletic Director for Creative Services and Digital Strategy for Lobo Basketball at the University of New Mexico. The university created this new position to enhance content creation, digital strategy, and brand storytelling for both men’s and women’s basketball teams.
Villareal, who is originally from Albuquerque, returns to his hometown with national experience in collegiate athletics. In his new role, he will oversee recruiting creative efforts, manage visual identity projects, direct fan engagement initiatives, and develop social media strategies aimed at raising the profile of Lobo Basketball.
“Matt brings a dynamic blend of creativity, strategy, and passion for storytelling,” said Kasey Byers, Senior Associate Athletic Director for External Affairs. “He has worked at the highest levels of college basketball and knows how to connect with fans, recruits, and the community in authentic, innovative ways. We’re thrilled to welcome him back to Albuquerque and into the Lobo family.”
Before joining UNM, Villareal spent six years at Gonzaga University as Creative Director of Basketball Recruiting. During his tenure there, he was responsible for leading creative direction on high-profile recruiting campaigns and managing social media content for both men’s and women’s basketball programs. His work coincided with Gonzaga reaching significant milestones such as competing in the 2021 National Championship game as well as multiple appearances in the Elite Eight and Sweet 16 rounds.
“I’m humbled and excited to join UNM Athletics in this new and innovative role” Villareal said. “As an Albuquerque native, I know the power, significance, and impact of UNM Athletics and its effect on the great state of New Mexico. I’m fired up to join a vibrant team of leaders and pioneers in not only the creative space, but in the world of college sports administration. It will be an honor to tell our story and cultivate our brand for the world to see!”
Villareal also has experience working at Oklahoma State University and contributed as a videographer during the 2019 College Football Playoff National Championship Game. He holds a Master of Business Administration from Gonzaga University along with a bachelor’s degree in Sports Media from Oklahoma State.
