Bob Beretta
Bob Beretta

Position:
Executive Athletic Director



A local product with deep-rooted ties to the Hudson Valley, Bob Beretta is in his 12th year serving as a member of the Army Athletic Association's senior leadership team and 26th year overall in West Point's athletic department. Army's Executive Athletic Director, he is in his sixth year steering many of the athletic department's external operations ventures to include marketing, branding, multi-media, athletic communications, sponsorship and broadcasting. He also oversees Army's athletic equipment operations and previously guided the development and ticket office areas for three years.

After taking over the reins of Army's sports information office in April 1995, Beretta was named an assistant athletic director in 2000 before being promoted to Associate Athletic Director for Athletic Communications in August 2003. Two years later, he added the title of Senior Associate Athletic Director and expanded that role to Senior Associate Athletic Director for External Operations, Relationships and Branding in May of 2008. He was named Senior Executive Associate Athletic Director in July 2010, then was elevated to Executive Athletic Director in February 2012.

In addition to his external operations responsibilities, Beretta has handled Army's football scheduling initiatives since 2005 and has helped negotiate several football postseason bowl and national television agreements for the athletic program. He has acted as chairman of the selection committee for Army's Sports Hall of Fame since its inception in 2004 and has shouldered oversight duties for several sports to include football, men's basketball, hockey, lacrosse, baseball, men's soccer and men's and women's swimming.

Beretta, who served as Army's primary point of contact with the New York Yankees and Notre Dame for the teams' historic matchup at Yankee Stadium in November 2010, played a large role in arranging that affair. He also served as a lead negotiator for Army in its agreement with the Yankees to play four future Black Knight home games in the legendary Bronx venue and has helped Army secure primary postseason football bowl tie-ins for the years 2010 through 2017. He landed backup agreements with both the Bell Helicopter Armed Forces Bowl and Military Bowl in 2010 and locked up primary tie-ins for Army for the years 2014 through 2017. He also led the school's operational efforts for its trip to the 2010 Bell Helicopter Armed Forces Bowl and served as Army's primary point of contact for the Black Knights' first home game at the new Yankee Stadium against Rutgers in November 2011.

Additionally, he serves as the school's day-to-day liaison with CBS Sports Network and Army Sports Properties, the school's multi-media rights-holder. Since assuming oversight duties of Army Sports Properties, the unit has realized a 300 percent increase in overall sponsorship revenue and last year topped $2 million in sponsorship and trade deals for the second straight year and second time in history. He was also integral in the introduction and execution of the Team Army concept during the spring of 2012, a comprehensive plan designed to add significant value to Army's corporate sponsorships.

Charged with content development and management for Army's official Web site and all New Media endeavors, Beretta was responsible for launching the Black Knights' burgeoning multi-media platform in 2007, which he now oversees. During the winter of 2012, Army became one of the nation's first intercollegiate athletic departments to introduce its own digital network. Shortly thereafter he was instrumental in helping to craft a multi-layered digital network strategy for the Patriot League.

Thanks to an aggressively scripted formula, Army ranks among the nation's leaders in multi-media content, building a comprehensive audio and video streaming package from the ground floor in just five short years. During that time, Army has provided live audio and/or video streaming coverage of more than 1,000 athletic events on its official Web site. He has presided over five Web site redesigns in the last decade and helped Army's site regularly rank among national leaders in monthly page views and unique visitors.

Under Beretta's direction, Army has become a leading force on the social media landscape, gaining a strong foothold on Facebook, Twitter, Pinterest and You Tube. The Black Knights official Facebook and Twitter pages grew by nearly 25 percent in the numbers of likes and followers, respectively, during the 2011-12 academic year and Army continues to rank amongst the nation's top institutions in those areas, and the leader amongst mid-majors, according to Sports FanGraph rankings. This fall, he helped Army become one of the first athletic departments in the nation to introduce a comprehensive social media rewards program. Army also recently added a presence on Instagram and dramatically increased its activity on Twitter by debuting separate accounts for each intercollegiate athletic program. The sites are maintained by Army's external operations team to heighten information flow and fan engagement.

Beretta was responsible for completely revamping Army's marketing efforts after assuming supervisory duties for the area in the spring of 2008. Among his initiatives, Beretta unveiled a thorough signage campaign that blanketed the tri-state region, introduced giveaways at all Army football home games, created a new fan-fest area, titled Black Knights Alley, which draws thousands of fans before each Army home game, introduced Michie Movie Night, viewing parties at Michie Stadium for Army away football games and implemented a Coaches Caravan outreach plan that placed members of Army's coaching staffs in the community.

This summer, he led a sweeping signage and branding facelift for historical Michie Stadium with the goals of upgrading the overall appearance and providing an enhanced fan experience for Army fans. The first phase of the project included the installation of 493 signs in and around Michie Stadium and was completed prior to the 2012 football season.

In the past year, Beretta served on committees that helped negotiate a new apparel agreement with Nike, a new pouring rights contract with Coca-Cola, and an agreement with the Aspire Group to bolster ticket sales and better serve Army season ticket holders. The Black Knights also established new single game attendance records for men's and women's basketball and lacrosse during the 2011-12 academic year.

During that same period, Army was the focus of tremendous national attention. The Black Knights' external operations areas were instrumental in supporting the CBS documentary, "Game of Honor," that chronicled the Black Knights' 2011 football season leading up to its annual showdown with arch-rival Navy. Not only was the two-hour program broadcast to a national audience on Showtime, but also won the Emmy Award for Best Sports Documentary. The Army football team was also the focus of a behind-the-scenes book titled, "Soldiers First," written by New York Times best-selling author Joe Drape.

Adding to the busy year, Army's external areas were also responsible for promoting the efforts of football standout Andrew Rodriguez, who became the first Army player to win the National Football Foundation's William V. Campbell Trophy, garnering the honor in December 2011. The Campbell Trophy is presented annually to the nation's top football scholar-athlete. Four months later, Rodriguez was honored with the Amateur Athletic Union's James E. Sullivan Award as the nation's top amateur athlete. He became the first Army player to receive the award since 1946 and was just the third player in history (Peyton Manning, Tim Tebow) to win both the Campbell Trophy and Sullivan Award.

While leading all of Army's External Operations areas (May 2008 through May 2011), Beretta and his staff introduced premium seating for both basketball (courstide) and hockey (rinkside) and a new premium seating location for football. The courtside seating for basketball initiative resulted in Army nearly tripling the number of season tickets sold for the men's and women's programs. He also spearheaded the movement of the U.S. Corps of Cadets seating areas within Michie Stadium for home football games this season to maximize television exposure. The forward-thinking initiative required a carefully scripted plan to relocate more than 400 season ticket account-holders and resulted in a 95 percent retention rate among those impacted by the move.

He also restructured Army's ticket and development operations to better serve West Point in a changing economic environment while overseeing those areas. He developed the new Kimsey Club, identifying a source of revenue for the department while providing fans with an in-game hospitality option, and restructured the Athletic Director's Tailgate to form an interactive fan-friendly experience prior to home football contests. Army also introduced an ambitious online auction program under his watch, an endeavor that has yielded the department over $125,000 the past four years. On the development side, he was charged with managing a donor base that numbered approximately 4,500 that was responsible for nearly $3 million in gifts during the 2010 calendar year, a figure that represented a 10 percent increase from the previous year.

During his tenure in the athletic department, Beretta has played large roles in negotiating two national television agreements, including Army's current deal with CBS Sports Network, the Army football team's series of games at Yankee Stadium and the presenting sponsor title rights to the Army-Navy football classic. Additionally, Beretta played a vital role as a member of the group that selected the sites for future Army-Navy football games (2009-2018) and has served on the Army-Navy Steering Committee for the majority of the last decade. He helped usher in the use of the first video board at venerable Michie Stadium in 2009 and remains responsible for all programming, scripting and content for the board during football Saturdays at West Point. He has also served on committees that have been responsible for drafting strategic plans for the intercollegiate athletic department on three different occasions.

Army captured its first three National Association of Collegiate Marketing Administrators (NACMA) awards under Beretta's leadership in 2009, winning two first-place honors and a second-place accolade for outstanding achievement in marketing and promotions. The Black Knights added two more NACMA awards in 2010 and another last year.

He has also served on committees for national searches to identify new Army coaches in the sports of football, women's basketball, men's basketball, baseball and track and field. Included among the coaches he has helped attract to West Point are Rich Ellerson, Maggie Dixon, Dave Magarity, Zach Spiker, Joe Alberici and Troy Engle.

Beretta assumed duties as the U.S. Military Academy's sports information director in April 1995 after serving for eight years as an assistant under longtime Army SID Bob Kinney. Beretta was named an assistant athletic director in 2000, the first SID to hold such a rank at West Point.

The Newburgh, N.Y., native graduated magna cum laude from St. Bonaventure University in 1987 with a bachelor's degree in mass communications. Three weeks later, he began a six-month internship in the Academy's sports information department. He had previously served as an intern for the Pointer View, West Point's post newspaper, during the summers of his sophomore and junior years, and filled the role of sports editor.

Boosted to full-time assistant status in the sports information office in January 1988, Beretta succeeded Kinney as the U.S. Military Academy's fourth sports information director in April 1995. At the time, he stood as the youngest Division I-A SID in the country.

The veteran administrator has served as the athletic department's sport supervisor for Army's highly successful baseball program for six of the last seven years. During that span the club has captured four Patriot League regular-season titles, making a trip to the NCAA Austin Regional finals in 2009 and another regional visit in 2012. He added oversight duties for the sports of football, men's basketball, hockey, lacrosse, men's soccer and men's and women's swimming in May 2010. Currently, he serves as the supervisor for Army's football, hockey and baseball programs, and was named to the Atlantic Hockey Association's Executive Board of Directors during the summer of 2012.

During his first 21 years at the Academy, Beretta captured 68 College Sports Information Directors of America (CoSIDA) writing awards, including 24 national honors and nine "Best in the Nation" awards. He copped 39 publication citings, including 12 national awards and six "Best in the Nation" honors. In his final year participating in the CoSIDA writing contest in 2008, Beretta won 13 awards (seven national), had three feature stories chosen Best in the Nation and two others finish second in their feature categories. He took home two of the top three finishes in the national "Story of the Year" voting and won his first national "Story of the Year" citing. He had finished second in the same voting on one occasion previously. During his time overseeing Army's Athletic Communications Office, his staff has captured a total of 88 writing awards and 68 publication honors through CoSIDA.

In the spring of 2000, Beretta's 1999 Army football media guide was voted "Third Best in the Nation" by CoSIDA, the highest finish for the guide in nearly three decades. His football and baseball media guides regularly claimed "Best in the District" honors.

While he co-produced the Black Knights' 1996 Poulan/Weed Eater Independence Bowl media guide that was judged "Best in the Nation," his 1992 football game day programs garnered similar distinction. Additionally, four of his "Best in the Nation" accolades were the result of outstanding publication cover designs.

Complementing his responsibilities at West Point, Beretta has worked a number of special events, both within and beyond the confines of the National Collegiate Athletic Association. He is a past president of the Eastern Collegiate Athletic Conference Sports Information Directors of America (ECAC-SIDA) and continues to serve on the organization's executive board in the role of Director of Charities. He has been a member of the executive board each of the past 12 years, and was presented with the ECAC-SIDA Irving T. Marsh Award, the organization's highest honor, in the spring of 2010. As director of charities, he and his committee have raised nearly $40,000 for the organization's charitable efforts the past eight years. This past year, ECAC-SIDA's charity arm generated a record $5,000 during its annual workshop. The entire amount was presented to the Maggie Dixon Foundation, marking the single largest donation in the history of ECAC-SIDA.

A member of the media relations staffs at four different NCAA Men's Basketball East Regionals, Beretta held similar duties at the 1996 NCAA Men's Basketball Final Four in East Rutherford, N.J. In the summer of 1994, he served as the media director for the bocce venue at the Special Olympics World Games, held in New Haven, Conn.

At the Academy, Beretta has coordinated media operations for two Patriot League Men's and Women's Basketball Tournaments and four conference baseball championships. He has also served in a media relations capacity for many other NCAA championship events hosted by West Point, including lacrosse, gymnastics and golf regionals.

In 2000, he chaired the athletic department's brand development committee and served as the color analyst for the Army Sports Network on the Black Knights' men's and women's basketball broadcasts for 10 years.

Beretta was instrumental in developing the design and floor plan for the Hoffman Press Box in Michie Stadium and layout and production of the Kenna Hall of Army Sports in Kimsey Athletic Center. He was also a driving force behind developing the Hudson Valley Baseball Classic during the spring of 2006. In seven years, the classic has regularly established attendance records for college baseball in the Hudson Valley.

While at St. Bonaventure, Beretta lettered four times in baseball and graduated as the school's career and single season leader in saves. He served as team captain each of his final three years and was a member of the SBU squad that debuted in the Atlantic 10 Conference and landed on the honorable mention academic all-conference squad. He was the starting pitcher for St. Bonaventure's inaugural Atlantic 10 Conference game and saved the school's first A-10 victory.

Upon graduation, Beretta received the St. Bonaventure University Letterman of the Year Award, presented annually for dedication and service to the intercollegiate athletic program. He also wrote for the school newspaper and worked as a student assistant in the Bonnies' sports information staff each of his last two years.

In addition to his associations with NACDA (National Association of Collegiate Directors of Athletics), NACMA, CoSIDA and ECAC-SIDA, Beretta is a member of the Football Writers Association of America, U.S. Basketball Writers Association and the National Collegiate Baseball Writers Association. He served as the official scorer for the Hudson Valley Renegades during each of the organization's first seven years of existence (1993-2000). The Renegades are a Single-A affiliate of the Tampa Bay Rays, owning membership in the New York-Penn League and based in Fishkill, N.Y.

Beretta has been a voting participant for the National Collegiate Baseball Writers Association weekly Division I Top 30 baseball poll since 2009.

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