Looks like a good hire.
Photo by Cal Athletics
BERKELEY - Jason Hobar, who possesses over 20 years of high-level marketing and creative experience, has been named the new Chief Marketing Officer for Cal Athletics, Co-Directors of Athletics Jenny Simon-O'Neill and Jay Larson announced Monday.
Hobar, who previously was Cal Athletics' Director of Creative Services and Licensing for seven years, has spent the past 11 years at Nike, serving in a variety of senior management roles across multiple areas of expertise.
"We are extremely excited to welcome Jason back to the Cal Family in this critical role," O'Neill and Larson said. "Jason is a highly respected and accomplished leader in the marketing and branding space, and the combination of his creativity, entrepreneurship and visionary leadership are just the ingredients we need to help tell the story of Cal Athletics and continue to elevate our brand in this dynamic era of intercollegiate athletics."
During his time at Nike, Hobar has overseen production studios and licensing teams - including delivering product imagery at scale for all of Nike's apparel and footwear lines, managing brand identities and product imagery across 50 universities, the MLB, NBA, and NFL as well as the Olympics while also directing licensing for major pro and college teams and events.
"Jason's skills and experience with building brands will be a huge asset as our football program continues its quest for the level of excellence expected from our university," Cal football general manager Ron Rivera said. "His innovative approach and familiarity with the current landscape of college football will prove to be a huge plus for our team, department and university."
Working under Executive Senior Associate Athletics Director for External Relations Beth Tafolla-Voetsch, Hobar will oversee the department's efforts in marketing, fan experience and digital media. He and his team will help Cal continue to advance the three priorities of revenue generation, increased attendance and increased television viewership. The addition of Hobar further positions the athletic department to thrive in this new era of intercollegiate athletics.
Hobar's first day at Cal will be Jan. 5.
"Returning to Berkeley is an honor," Hobar said. "Cal shaped the start of my career, and after 11 years at Nike leading global teams, I'm looking forward to bringing that experience home to elevate the next generation of student-athletes through brand storytelling that connects our campus, community and fans. Cal is a place where excellence, ambition and impact come together, and I'm grateful for the opportunity to help elevate a brand and community I deeply admire."
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