Texas A&M Sr. Associate AD Jeff Schmahl Resigns

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COLLEGE STATION—Jeff Schmahl, Texas A&M Senior Associate Athletics Director for External Operations, has announced he will resign his position to pursue other business interests.
“I’m really proud of all of the accomplishments of Texas A&M Athletics over the last 10 years and more than anything of the foundation that we have laid for continued success,” Schmahl said. “The people are what make Texas A&M so special and the athletics staff, coaches, and athletes here are second to none. My goal was to build on the great traditions at A&M to create the best possible game day experience for our fans and athletes, and through the hard work of many, I think we accomplished that goal.”
The external operations area that Schmahl directed included the award-winning 12th Man Productions, game operations, ticket operations, the Letterman’s Association, media relations as well as Texas A&M Sports Properties that grew from an agreement reached with Learfield for the multi-media rights to Aggie athletics. Under Schmahl’s direction, innovations such as video boards in multiple venues, the Aggie Fan Zone, the Spirit Walk, the football team entrance, increased tailgating opportunities, the 12th Man Rewards Program, and the Lone Star Showdown all became part of Aggie tradition.
“Maria and I have the unique opportunity to help our son Zach expand his cookie business “Schmackary’s” in New York City,” Schmahl added. “I know Maria will be a valuable member of the team because she’s the one who taught him to make cookies in the first place. I might end up being the head dishwasher but hopefully my experience in marketing, contracts, and always putting the customer first will help Schmackary’s expand to a nationwide brand.”
Before Schmahl came to Texas A&M in 2003, he spent the previous 10 years with the Nebraska Cornhuskers specializing in promotion, marketing and image enhancement.
In 2002, Schmahl worked the Olympic Games in Salt Lake City serving as a producer for big screen events in alpine skiing and snowboarding at the Park City and Deer Valley ski resorts.
He had served as president of IDEA, a group that represents big screen operators in the NFL, NBA, NHL, Major League Baseball as well as colleges and universities across the country.
A native of Grand Island, Nebraska, Schmahl spent 14 years working in the sports department for KOLN/KGIN-TV receiving numerous state and regional awards for his work as a reporter and photographer.
A graduate of the University of Nebraska, Schmahl was a four-year tennis letterman. He and his wife, Maria, have one son, Zach.
“The last ten years have been a great time in the lives of my wife Maria and I,” Schmahl said. “We have gotten to know so many wonderful people and developed lifetime friendships. Texas A&M is truly a special place and it’s because of the loving and caring atmosphere created by Aggies of all generations. Thank you, Aggieland, we will miss you but never forget you.”