Ron Raccuia Joins Altius Sports Partners as Senior Advisor
December 11, 2024 – Ron Raccuia Joins Altius Sports Partners as Senior Advisor
Altius Sports Partners (ASP), the leading strategic advisor to elite collegiate athletic programs and top-tier brands, today announced the appointment of Ron Raccuia as Senior Advisor. Following a career spanning both professional and collegiate athletics, including his recent role as Executive Vice President and Chief Operating Officer of the Buffalo Bills, Raccuia brings his expertise to collegiate sports at a pivotal time for the industry.
With more than three decades of experience in strategic leadership, revenue development, and business operations, Raccuia has a proven track record of delivering impactful results, from negotiating billion-dollar agreements to driving sustainable growth. In his new role, he will advise on ASP’s major initiatives, with a focus on Power 4 programs, helping campus leaders address critical challenges and seize emerging opportunities.
“Ron’s impact on the sports industry speaks for itself,” said Tommy Gray, CEO of Altius Sports Partners. “Having someone of his caliber join ASP as Senior Advisor reflects the trust we’ve built with our partners and the progress we’ve made as an organization. ASP was founded to help collegiate athletics leaders tackle strategic challenges and position their programs for long-term success. With Ron advising on our key initiatives, especially with Power 4 schools, we’re better equipped than ever to deliver exceptional guidance and results for our partners.”
“Joining Altius Sports Partners is an exciting opportunity to apply the insights I’ve gained across both collegiate and professional sports,” said Raccuia. “College athletics is at a pivotal juncture, with unique challenges and opportunities, and ASP is leading the charge in helping programs navigate this dynamic environment. I’m excited to work with Tommy and the talented team at ASP, working directly with campus leaders at Power 4 schools to provide strategic guidance and help position them for sustained success.”
Since its launch in 2020, ASP has partnered with more than 40 Division I athletics programs, including nearly half of the Power 4. By delivering data-driven benchmarking, tailored recommendations, and practical strategies, ASP helps athletic directors and campus leaders address key issues such as front-office modernization, revenue generation, and operational efficiency. ASP also works with leading brands to design and implement initiatives that support NIL opportunities, creating value for athletes and institutions alike.
Raccuia’s career includes serving as EVP and COO of the Buffalo Bills, where he led efforts such as securing a $1.54 billion stadium deal, achieving record-breaking revenue growth, and enhancing fan engagement. He also served as EVP of Pegula Sports and Entertainment, managing brand strategy and revenue growth for a multi-billion-dollar portfolio that included the Buffalo Bills, Buffalo Sabres, and Buffalo Bandits. At ADPRO Sports, one of the nation’s largest sports merchandise dealers, Raccuia founded the company in 1998 and grew it to $41.6 million in revenue by 2022, doubling sales and increasing profits sixfold from 2018 to 2023. He secured licensing agreements with major leagues such as the NFL, NHL, NBA, and NCAA, positioning ADPRO as a leader in team sports merchandise. The company provided custom gear for organizations at all levels, including NCAA Division I colleges, the NBA, and marquee events like the Super Bowl. Following the Pegula family’s majority stake purchase in 2017, Raccuia continued as president while also contributing to Pegula Sports and Entertainment, until ADPRO was sold to Legends in 2023.
This announcement follows the recent appointment of Bob Keyser as Vice President of Client Strategy & Insights, further strengthening ASP’s leadership team.
Media Contact: press@altiussp.com