University of Miami Athletics

Charles Nieves


General Manager



Seasoned sports marketer Charles Nieves was named general manager for the locally based “Hurricane Sports Properties” team solely dedicated to representing University of Miami Athletics.

In addition to managing the Hurricane Sports Properties’ team, he will serve as the primary liaison with Director of Athletics Blake James and the entire athletic administration. As a joint venture between Learfield and IMG College, Hurricane Sports Properties oversees UM’s athletic multimedia rights including signage, event sponsorships & promotion, digital, radio, television and the corporate partner platform.

Nieves comes to South Florida from representing the Nittany Lions of Penn State, where he served two years with Penn State Athletics’ multimedia rights holder, Learfield. Nieves was first hired as manager, business development then within the year, promoted to director, business development in a heightened role responsible for driving increased revenue and managing the sales staff. During his time with Penn State, Nieves consistently exceeded sales goals and implemented innovative marketing campaigns for corporate partners. Before that, Nieves worked with the Boys & Girls Clubs of America, where he held the position of director, corporate and cause partnerships for the Southwest Region of the U.S. Nieves’ collegiate sports experience also includes serving over two years as an account executive, corporate partnerships on behalf of University of Georgia Athletics for IMG College. Early in his career, he was a ticket sales representative on behalf of Georgia Tech Athletics for The Aspire Group Inc.

“Charles comes to UM with outstanding credentials and references, and we’re excited to have him leading Hurricane Sports Properties,” said James. “I look forward to working with Charles and the HSP team as we all continue to build champions at the University of Miami.”

A three-year football letterman for Fayetteville State University, Nieves earned his undergraduate from University of North Carolina at Pembroke and received his MS in sport administration and MBA from Georgia State University – J. Mack Robinson College of Business.