Education:
Moreland earned two bachelor's degrees from the University of Iowa: sport management and journalism and mass communications, a master's degree in intercollegiate athletic leadership from the University of Washington, and a master’s in business administration from Purdue University Global. He played baseball for the Iowa Hawkeyes from 2004-07, receiving the Coaches’ Award for loyalty and effort and twice earning Academic All-Big Ten honors.
Job Responsibilities:
As DIA’s Chief Commercial Officer, Tom oversees several areas including the I FUND, premium seating, ticket operations and sales, external engagement, corporate sponsorship and merchandise, athletics communication, creative solutions, Illini Productions, event management, marketing, and fan experience.
Past Experience:
Moreland's tenure at the University of Illinois has been marked by significant success and achievement. Under his guidance, DIA has implemented a new approach to sales, fundraising, and marketing. This strategic shift has directly contributed to the increased popularity of the Fighting Illini football program, as evidenced by a remarkable growth of 21,000 new season tickets and selling out of season tickets for the first time in the last 20 years. Furthermore, contributions to the I FUND have grown from $7.2M to an all-time high of $14.6M, driven by the successful introduction of a new outbound fan engagement strategy. Additionally, the Illinois men's basketball program has set new records for season ticket sales and revenue over the past year, establishing itself as the leading revenue-generating men's basketball program in the Big Ten Conference. A significant milestone was achieved with the complete sellout of men's basketball season tickets for the first time in 10 years and record season ticket sales for the Illini women’s basketball program.
Moreland implemented the Illini ERA campaign (Evolve. Refine. Advance.), a modernization initiative that elevated DIA's ticket sales, engagement, and I FUND strategies, successfully generating an additional $10 million in commercial revenue. He further innovated corporate engagement and sponsorship sales by forging a first-of-its-kind partnership with Learfield. This unique collaboration embeds Learfield's sponsorship and NIL services and personnel directly within the Illinois Athletics Department, creating a unified operational team.
Moreland joined the Fighting Illini after six successful seasons with Purdue Athletics. During his time at Purdue, Moreland was responsible for all strategic initiatives and revenue generation for the Boilermakers. In addition, Moreland served in the office of sports administration for Purdue Athletics with his primary oversight of the Purdue football program. During Moreland’s tenure, the football team experienced great success on and off the playing field. On the field, the Boilermakers appeared in the 2022 Big Ten Championship Game, 2023 Citrus Bowl, and won the 2021 Music City Bowl. In the classroom, Purdue was recognized with the Provosts Award for the program’s commitment to academic success.
At Purdue, Moreland provided direct oversight of the Purdue Athletics ticket office, sales & development unit, business strategy, Purdue Sports Properties, licensing & retail, strategic partnerships, and Purdue Athletics apparel partner, Nike. With his arrival in 2017, Moreland’s efforts helped drive record growth with an 80% increase in revenue for the department including increased football season tickets sales by 18,000 tickets, record attendance and revenue for men’s basketball with a 58-game straight sellout streak. Purdue Athletics gained national recognition for its innovative approach to revenue generation, receiving accolades from several industry organizations.
Under Moreland’s leadership, he and his team implemented key initiatives including the establishment of a new outbound revenue generation and fan engagement strategy, the creation of a business strategy unit, and an enhanced focus on strategic planning.
In addition to his revenue generation responsibilities, Moreland led all administrative aspects of Purdue Athletics COVID-19 administrative plan. Actively working with all 18 sports programs, Big Ten and NCAA officials, the president’s cabinet, and state officials on all aspects of the Athletics Department comprehensive plan.
Moreland joined the Boilermakers from the University of Iowa, where he served as assistant director of development (2010-12), associate director of development (2012-14), director of development (2014-17), and director of development and premium services (2017). He directed various fundraising and revenue generation programs, including the $170 million National I-Club campaign. Moreland launched and led the successful Kinnick Edge Campaign, a $25 million philanthropic campaign that included the sale of 1,600 club seats. He also created a corporate engagement strategy that resulted in $3.5 million in new corporate revenue in its inaugural year.
The Big Ten Conference veteran has been a driving force in the funding and design of nearly $200 million in facility improvements, enhancing both the fan and student-athlete experience.
In 2009 and 2010, Moreland served as the director of baseball operations and external relations at Arizona State University. During his time, the Sun Devils qualified for the College World Series and finished the season ranked seventh nationally.
Personal:
A native of Milwaukee, Wis., Tom is married to Jen, who is actively involved in the philanthropic community and is an HR executive at a large non-profit. They are parents to two sons, Hayes and Jones.
Last updated July 2025
