SAN ANTONIO – With nearly two decades of enhancing leadership and revenue generation experience, Matt Carson has been named Senior Associate Athletic Director for Development for the University of the Incarnate Word (UIW), Director of Athletics Richard Duran announced.
 
"I am extremely excited to welcome Matt and his wife Trevlyn to the UIW family," Duran said. "Matt's extensive experience leading units at North Texas and Colorado State make him an excellent fit for this role as we continue to grow and elevate the Cardinals Club and our revenue-generating efforts."
 
Carson will serve as the primary revenue officer for athletics leading all fundraising activities at Incarnate Word including the Cardinal Club and Tartan Society, driving increases in Name, Image and Likeness, major giving, annual giving, capital campaigns and other special projects.
 
"I would like to thank Dr. Duran and the rest of the leadership team for the chance to join UIW Athletics at such an exciting time," Carson said. "We have significant opportunities in front of us to take the Cardinals to new heights and I am excited to get started with our team."
 
Additionally, he will oversee all elements of ticket sales and operations along with corporate partnerships and the relationship with PEAK partnerships.
 
Prior to arriving in San Antonio, Carson served as the Senior Associate Athletic Director for Revenue Generation and Ticket Strategy at the University of North Texas from 2022-25. At UNT, he directed cross-department revenue generation initiatives which integrated sales, marketing and donor programs resulting in a 52 percent year-over-year growth. His oversights included revenue generation strategy, premium seating, ticket sales, external marketing and data analytics. He was also a key figure in the community for UNT, managing a number of high-end community partnerships.
 
Additional administrative responsibilities included serving on the department's senior leadership team as well as the sport administrator for men's golf. Carson was also a key figure as North Texas transitioned from Conference USA to the American Athletic Conference in 2023.
 
At Colorado State, Carson spent four years (2018-22) as the Assistant Athletic Director for Ticket Sales and Operations, where he direction over $11 million in football and premium ticket revenue annually, setting records across all sports in the process. As a member of the senior leadership team, he managed a portfolio of annual giving prospects and worked on the sport administration teams for volleyball, women's basketball and track and field.
 
A 2007 graduate of Arkansas State University and 2009 graduate from the University of Texas, Carson also spent time at Texas State, Sam Houston State, Wisconsin and the Longhorn Foundation.