"The University of the Incarnate Word (UIW) welcomed Matt Carson to its athletics leadership team as Athletics Chief Revenue Officer in April 2026. With nearly 20 years of experience in collegiate athletics, Carson brings extensive expertise in revenue generation, strategic planning, athletic administration and program development. In his role at UIW, Carson leads efforts focused on athletic fundraising, corporate sponsorships, ticketing, revenue sharing, NIL and external relations, helping create new opportunities to support the university’s 25 varsity athletic programs and student athletes.
Carson joined UIW following a little over 3 years at the University of North Texas, where he most recently served as Senior Associate Athletic Director for Revenue Generation and Ticket Strategy from 2022 to 2025. In that role, he provided leadership for ticket sales, premium seating, marketing and revenue strategy. During his tenure, Carson helped drive a 52 percent year over year increase in revenue while contributing to the department’s long term growth and strategic initiatives.
Prior to North Texas, Carson spent four years at Colorado State University as Assistant Athletic Director for Ticket Sales and Operations. He managed more than $11 million in annual football and premium ticket revenue and contributed to record setting results across multiple sports. His responsibilities also included overseeing ticket operations, supporting annual giving initiatives and working with several athletic programs.
Carson has also served in roles at Texas State University, Sam Houston State University, the University of Wisconsin and the Longhorn Foundation, in addition to his time at North Texas and Colorado State. His experiences across these institutions have given him a broad perspective on the evolving landscape of collegiate athletics and the importance of developing sustainable resources that position student athletes and programs for success.
Carson is passionate about building meaningful relationships, developing strategic partnerships and creating new opportunities to strengthen collegiate athletics. At UIW, he will continue to leverage his experience to expand the resources available to Cardinal student athletes and support the continued growth and success of UIW Athletics.
Carson earned his bachelor’s degree from Arkansas State University in 2007 and his master’s degree from the University of Texas in 2009. He lives in San Antonio with his wife, Trevlyn."
