Cal Athletics Welcomes Lindsey Jones as Associate Athletics Director for Business Development

Published: March 6, 2026 | 1:57 PM

A New Era Begins at Cal Athletics

BERKELEY – In a significant move aimed at bolstering its financial sustainability, Cal Athletics has named Lindsey Jones as the new Associate Athletics Director for Business Development. This appointment was officially announced by Co-Directors of Athletics Jenny Simon-O’Neill and Jay Larson.

Extensive Experience in Revenue Generation

Lindsey Jones arrives at Cal with over 15 years of experience in revenue generation within intercollegiate athletics, alongside a robust background in both the commercial and philanthropic sectors. Most recently, she served as the NIL General Manager for Altius Sports Partners, where she spearheaded strategy and managed NIL opportunities specifically for Stanford Athletics.

Focus on New Revenue Streams

In her new role at Cal, Jones will prioritize the exploration and implementation of innovative revenue streams crucial for the department’s growth and sustainability. “Lindsey is a dynamic business leader with a keen understanding of the current landscape of intercollegiate athletics,” stated Simon-O’Neill and Larson. They emphasized the importance of forming unique revenue sources to ensure the department’s stability and success.

Proven Track Record

Throughout her career, Jones has demonstrated a remarkable ability to forge partnerships and generate revenue. At Altius, she negotiated several multi-year sponsorship deals and activated NIL opportunities with both national and international brands. Prior to her tenure there, she led marketing efforts for Goal Five, a women’s apparel company dedicated to empowering women through athleticism.

Beyond the commercial realm, Jones has a deep commitment to community service. She founded Upward Roots, a nonprofit organization focused on developing youth leaders through community initiatives, showcasing her dedication to leadership and empowerment.

A Champion on and off the Field

As a standout student-athlete at Notre Dame, Jones not only captained the women’s soccer team but also played a vital role in guiding the team to the NCAA Championship Game in 1999. Her experience doesn’t end there; Jones has also served on coaching staffs at several Division I women’s soccer programs and played professionally in both the WUSA and Australia.

Excitement for the Future

“I’m incredibly excited to join Cal Athletics and step into a department I’ve long admired,” expressed Jones. “I look forward to leveraging my extensive experience as a student-athlete, coach, administrator, and brand-builder to create meaningful opportunities for Cal’s student-athletes and the wider athletics department.”

Lindsey Jones’ first day at Cal is scheduled for this Monday, marking a promising new chapter for Cal Athletics as it seeks to innovate and adapt in an ever-changing environment.

Conclusion

The appointment of Lindsey Jones signifies Cal Athletics’ commitment to enhancing its financial foundation and creating new opportunities within the realm of intercollegiate sports. With her diverse experience and proven leadership, Jones is poised to make a remarkable impact on the future of Cal Athletics.

For more updates on Cal Athletics and its initiatives, visit Cal Bears.