Rhett Hobart was named Deputy Athletics Director for External Affairs at Auburn on Jan. 19, 2023. In this role, he serves as a member of the department's executive leadership team while overseeing all external aspects of Auburn Athletics, including all revenue generation, ticketing, marketing, fan engagement, game operations, communications, War Eagle Creative, War Eagle Productions and Auburn Sports Properties. He also serves as the administrator for the Auburn Baseball program, among other duties.
During his time leading the Tigers' external unit, the team has set revenue and attendance records in numerous sports, including an all-time season ticket sales record in 2023 and 2024 and a complete sell out of Jordan-Hare stadium for the 2023 and 2024 football seasons. Additionally, Neville Arena played host to its 50th-consecutive men’s basketball sellout during the 2023-24 season, while concurrently selling out the entire 2023-24 and 2024-25 home men's basketball slates. Auburn Baseball set three-consecutive ticket sales records through complete season ticket sell outs in each of the 2023, 2024 and 2025 campaigns, while also setting single-game and season attendance records each of the 2023 and 2024 seasons.
Premium seating, gameday amenities and experience have been key focuses of his tenure at Auburn. During the 2023-24 season, these efforts led to the introduction of a new immersive field level club experience at Plainsman Park for Auburn Baseball, known as the Hall of Fame Club, which brings fan onto the playing surface and honors the legendary career of Auburn graduate and MLB Hall of Fame member Frank Thomas. At Jordan-Hare Stadium, a number of new premium experiences have been introduced over the last two seasons, including five permanent field suites and the introduction of The Locker Room Club. This ticket-add-on club experience transport fans back to 1949 at Jordan-Hare Stadium through the restoration of an abandoned locker room space which now features interior seating, TVs, and expansive food and beverage offerings. Members of the club enjoy the opportunity to take in the game from field level – by standing at an exclusive drink rail along the full east sideline.
Additional efforts have focused on enhancing concessions experiences for non-premium concourse spaces. These efforts have included the introduction of alcohol sales at all venues, as well as a transition to Grab-N-Go concessions experiences at all on-campus venues through the introduction of the branded "Fast Flight Express Grab-N-Go" concept. The multi-million dollar concessions overhaul at Jordan-Hare Stadium prior to the 2024 season increased operational efficiencies and led to a lift in average transactions of more than 22% per game YOY - all while getting fans through the lines and back to their seats more quickly.
Hobart previously served as Executive Senior Associate Athletic Director for External Affairs at Mississippi State where he was responsible for the Bulldogs External Affairs team, comprised of Broadcast & Live Events, Communications & Creative, and Fan Experience & Sales. The Greenville, Mississippi native and Mississippi State graduate returned to Starkville in May 2022 after spending time at Wake Forest where he served as Associate Athletic Director of Fan Experience & Brand Development.
During his time with the Demon Deacons, he led a team which implemented new and engaging marketing and creative strategies which led to record crowds and engagement in Winston-Salem. Those efforts included the launch of a new brand campaign and a re-imagining of the football game day experience which led to the highest net promoter score in the ACC, a 24-point increase on the prior season.
Additionally, the implementation of a new football student tailgate experience drove the largest-ever student attendance, including the first, second, fourth, and fifth largest student crowds of all time. The new student experience was recognized by Inside Higher Ed as a "Model of Inclusivity" and received national acclaim by the National Association of Collegiate Marketing Administrators.
Prior to his time with the Demon Deacons, Hobart spent eight years at Mississippi State in a variety of roles within the marketing department. Hobart served as the Bulldogs Assistant Athletic Director for Marketing & Branding for the last three years of that stint where he managed all aspects of their marketing and fan experience, game production, branding, athletic licensing, and spirit groups.
Hobart and the Mississippi State marketing staff received national recognition for the redevelopment of their gameday experience at multiple venues, where they worked to invest in the idea of maximizing the car-to-car experience for fans. Twice during his tenure, MSU Marketing took home the nation's top prize in collegiate athletics marketing, being named the NACMA Marketing Team of the Year in both 2016 and 2017 – becoming the first school to ever win the title in back-to-back years. The team received honorable mention recognition in 2014, 2018 and 2019, and was a finalist for the award in 2015.
Hobart earned his Bachelor of Arts in Communication from Mississippi State in 2012, and his Master of Business Administration in 2014.