GAINESVILLE, Fla. – In 2020, the Ball Corporation partnered with Kroenke Sports & Entertainment (KSE) for naming rights at Ball Arena, home to four KSE professional sports franchises, including the NBA Denver Nuggets and NHL Colorado Avalanche. The two sides immediately went to work on a partnership that promoted Ball’s global leadership in aluminum packaging and brought sustainability to the game day experience.

KSE and Ball formed a closed-loop recycling system at the arena, using only aluminum containers. Cans, bottles and cups at all events became a single-source waste stream – collected, recycled, re-manufactured and reused at the arena within 60 days. 

Money saved. Money made. 

Similar systems were adopted at KSE’s properties at SoFi Stadium in Los Angeles, home to NFL LA Rams, and Emeritus Stadium in London, home to The Arsenal of the Premier League, all owned by KSE. 

“We brought it to market, enhanced the fan experience and utilized sports entertainment as a vehicle to showcase the system and change consumer behavior, while doing something in a sustainable way in Colorado,” explained Michael Ceilley. “That’s just one example of working with a partner to do something that had never been done across all our sports entertainment venues and teams globally.”

It is this type of innovative, revenue-producing vision that led the University Athletic Association to Ceilley, who was announced Thursday as the department’s first Deputy AD/Chief Commercial Officer (CCO) and newest member of the UAA’s executive team. 

Ceilley, 46, comes from KSE, where he served as Senior Vice President and General Manager of Partnerships and Media Sales, using his 27 years in the sports and entertainment landscape to deliver consistent revenue growth, product innovation and strategic expansion of worldwide franchises.

In his UAA role, Ceilley (pronounced “SEA-lee”) will be responsible for identifying, developing, and executing integrated strategies designed to enhance and maximize revenue streams across the athletic department. He will oversee areas including marketing, communications, ticketing, sponsorships, licensing, Gator Boosters, merchandise, concessions, NIL opportunities and special events.

“This is an exciting time for Florida athletics as we continue to look for innovative ways to grow and support our programs,” UF athletic director Scott Stricklin said. “Michael brings a proven track record of success in building partnerships and creating revenue-generating opportunities across a multitude of assets and organizations. We are thrilled to welcome Michael and his family to the Gator Nation.”

In overseeing a team of nearly 50 across professional leagues and state-of-the-art venues, Ceilley built revenue and strategy teams that drove significant compound annual growth in sponsorship, media and ticketing revenue. He also led the sales, marketing and negotiation strategy for several high-profile naming rights, uniform and marketing partnership deals, while playing a key role in securing new media rights agreements for the Nuggets and Avalanche. 

Both franchises won world championships the last three years.

So, Ceilley knows what success looks like and has used his business and marketing acumen to capitalize on it. He’s coming here to make money for the Gators. As such, all revenue-generating opportunities will be under his purview.

“I don’t see a ton of challenges, I just see a lot of opportunity, given Florida’s case and the brand,” Ceilley said. “It’s the No. 1 sports brand in the state of Florida. It’s synonymous with academic-athletic excellence and integrity. I’m excited to get down there as soon as possible.”

Ceilley was born and raised in Iowa, played tennis at the University of Denver, where he earned bachelor and master’s degrees in marketing and business, respectively, then launched into his sports and entertainment career on the professional level. 

Now, he’s going back to his roots. 

 “I was born in Big Ten country and grew up around a college community, understanding what college sports are about, what the brands mean, and I was fortunate enough to play sports in college, which was a transformational experience for me. I have a passion and love for it,” Ceilley said. “In the evolving world of college sports nowadays, to be able to use close to 28 years of experience, commercial strategy and skills I’ve developed in those areas to benefit a university like Florida is just an incredible opportunity, and the reason for the career move.”

Ceilley talks a lot about brands and believes the Gators have one of the best in the country. He’ll now bring a fresh, new perspective – from the professional ranks – of how to generate revenue for the logo. 

“My experience is not necessarily a pro model versus college model, but what’s the best model for Florida?” he said. “I think that there are attributes to both models that make sense, so how do you take what works on both sides and evolve and adapt to what’s certainly a changing landscape in college athletics?”

That’s now Ceilley’s charge. 

One of the early undertakings (and most high-profile) will be the proposed renovation of Ben Hill Griffin Stadium. 

“To me, Ben Hill Griffin Stadium – “The Swamp” – is akin to Fenway Park or Wrigley Field as one of the most iconic sports venues out there,” Ceilley said. “To be a part of that project in a way that’s going to add value for the fans and everyone who engages with the university is an incredible opportunity for Gator Nation and also for someone like myself. But it’s also going to require a great team of people to do it the right way. I’m excited to be part of it.”

Email senior writer Chris Harry @chrish@gators.ufl.edu