Eric Ward was named Virginia’s Assistant Athletics Director for Strategic Marketing & Fan Engagement in June of 2022. He was promoted in June of 2025 to Associate AD, adding oversight of the department's revenue generation efforts. At Virginia, Ward leads all marketing and fan experience initiatives for the Department of Athletics. He has oversight of several revenue generating units and serves as the primary marketing contact for Cavalier Football.
Ward led the marketing efforts during the 2025 football season that resulted in the highest attendance increase in the Power 4 as well as the 2nd highest percentage increase in the entire FBS. The season average was the most in 17 years with the home finale being the highest attended game at Scott Stadium in 14 years. The attendance jump of 9,777 fans per game was the highest for a non-stadium expansion season in the history of Virginia Football. Student attendance reached an all-time high, season ticket sales increased by the 2nd most in two decades and ticket revenue was the most in a decade and 3rd most in history.
In 2024, Ward began leading the department’s strategic planning meetings for Cavalier Football, Men’s Basketball, Women’s Basketball and Baseball. In this capacity, he leads all key stakeholders in weekly meetings that proactively plan sales efforts, gameday operations, fan experience, in-game presentation, program communications and more.
In Ward’s first full year on Grounds, he led the marketing efforts that resulted in the highest all-sports total attendance in Virginia Athletics’ history by increasing attendance in every sport. 6 different programs achieved their highest attended games in their respective program’s history while student attendance also reached an all-time high.
11 of 13 trackable sports finished in the Top 5 in the ACC in attendance while 7 different programs were in the Top 10 nationally in attendance. 6 of UVA’s 9 ticketed sports have achieved season ticket records in his time on Grounds and in his first year, Virginia led the ACC and was in the top 15 nationally in revenue, setting a new department record.
On the fan engagement side, Ward leads Virginia’s gameday experience efforts, working with dozens of other units and stakeholders both within and outside of Athletics to coordinate, align and improve all fan experience efforts.
He came to Charlottesville from East Carolina University where he served as the Director of Marketing & Fan Engagement from 2016-22.
At East Carolina, Ward served as the primary marketing contact for Pirate Football, Men’s Basketball and Baseball. He oversaw ECU Athletics’ marketing, branding, social/digital media strategy, gameday fan experience, and licensing efforts, while serving as the sport administrator for the ECU Cheer and ECU Dance teams, as well as the department’s liaison to the Marching Pirates.
From 2013-16, Ward was the Assistant and then Associate Director of Promotions & Fan Engagement at Texas Tech University where he was the primary marketing contact for Red Raider Men’s Basketball and Baseball while playing an integral role with Football. Prior to that, he was a Marketing intern and then Marketing Assistant at the University of South Carolina from 2010-13.
Ward earned a bachelor of science in sport and entertainment management from South Carolina in 2012. A native of Danville and lifelong follower of the Cavaliers, he resides in Charlottesville with his wife Erin and sons Camden and Crosby.