In an effort to increase community support for USF sports, AthleticDirector Lee Roy Selmon announced the appointment of Michael Kelly asassociate athletic director for business development and marketingTuesday.

“We are very excited to add Michael Kelly to our administrative team,”Selmon said. “He has developed an outstanding reputation in ourcommunity through his involvement with the Final Four and Super BowlXXXV, and the relationships he has developed and the marketing skills hehas displayed will serve the university well in our outreach efforts.”

Kelly, who is the first senior manager hired by Selmon since becomingUSF’s athletic director May 21, comes to USF with a slew of credentialsin the marketing and communication field. Most recently, Kelly served asthe executive director for the Tampa Bay Super Bowl XXXV Task Forcesince 1999. He was the primary liaison between the National FootballLeague and the community, overseeing a fundraising and sponsorshipprogram that raised more than $4 million within one year, as well asacquiring Super Bowl-related business for more than 100 locally-ownedfirms.

“In my three years in the Tampa Bay area, I have come to appreciateeverything the University of South Florida offers the community,” Kellysaid. “I’m excited to join the university, and I am eager to spread thatexcitement throughout the entire community.?

Kelly’s hiring also comes in response to a recent report by Carr SportsAssociates, which was commissioned by Selmon to conduct a nationalsearch for a Deputy Athletic Director, that recommended USF remainfocused on the community and external constituencies. Kelly’s positionis an alliance between USF athletics and university advancement. Inaddition, Kelly will work in conjunction with the USF Alumni Associationand the central fundraising office.

“This is truly integrating our marketing efforts,” USF Vice Presidentfor University Advancement Michael Rierson said. “We want to targetevery new business so that they understand the value of USF athletics.”

Before Kelly worked with the Super Bowl effort, he was the director forthe Tampa Bay Final Four Organizing Committee between 1998-99, workingclosely with USF, which acted as the host institution for the gamesplayed at Tropicana Field in St. Petersburg.

Kelly has also worked as director of athletic operations and facilitiesfor Wake Forest, director of communications and special events for theCarQuest Bowl, and executive director of the Sunshine State Games/SouthFlorida Sports Festival.