- Silver Waves Media Future ADs Recognition (2026)
- Kathy Best 'Best of the Best' Award recipient by Detroit Sports Media (2018)
Scott MacDonald serves as the Senior Deputy Athletics Director for External Operations at San José State University, where he is the Chief Revenue Officer and oversees all external operations for Spartan Athletics, including development, ticket sales, corporate sponsorships, marketing, communications, creative services and fan engagement. A member of the department's executive leadership team, MacDonald currently serves as the sport administrator for men's basketball, women's golf and women's swimming & diving, while serving on the NCAA Women's Golf Committee. He has worked with football, baseball, men's golf and women's volleyball during his time at SJSU.
Widely recognized as one of the nation's premier rising leaders in collegiate athletics, MacDonald was named to the Silver Waves Media Top 100 Rising Athletic Directors/Future ADs list, honoring senior-level administrators making a significant impact across college athletics.
Since assuming leadership of San José State's external operations, MacDonald has transformed the department's revenue model, leading one of the most productive external teams in the Mountain West Conference. Under his leadership, overall fundraising has increased by more than 40 percent in recent years, fueled by the successful cultivation and stewardship of donors that has resulted in multiple multimillion-dollar philanthropic gifts across numerous sport programs. During that same period, the department has achieved record-breaking ticket revenue, all-time highs in corporate sponsorship revenue, and significant growth across every major external revenue stream.
MacDonald has overseen innovative strategies that have elevated San José State's financial position and national visibility. He helped launch the nation's first fully integrated ticket subscription model with Paciolan, increasing both football attendance and donor membership while earning national recognition as a finalist for the PACnet Innovation of the Year Award. He has also spearheaded strategic partnerships with NBC Sports Bay Area and Playfly Sports, dramatically expanding the Spartans' media footprint and enhancing the university's brand throughout the Bay Area and beyond.
As executive producer of The Charge, San José State's award-winning all-access television series, MacDonald has overseen nationally recognized content that has earned multiple Sports Video Group Award finalist honors. Under his direction, the department also televised the Sammy Awards for the first time in school history, further showcasing Spartan student-athletes and strengthening institutional storytelling.
In addition to his external leadership responsibilities, MacDonald played an integral role in San José State's football leadership transition, working alongside Director of Athletics Jeff Konya and Parker Executive Search during the successful hiring of head football coach Ken Niumatalolo. The program quickly returned to postseason success under the new leadership, earning a bowl berth in Coach Niumatalolo's first season despite significant roster turnover.
Prior to San José State, MacDonald served as Associate Athletics Director for External Affairs at Northeastern University, where he led record-setting media exposure, digital engagement and broadcast production, donor and sponsorship increases and attendance growth across multiple revenue sports. His work generated more than 200 television broadcasts and original productions on NESN, produced multiple nationally recognized Sports Video Group Award finalists, and helped position Northeastern among the nation's leaders in athletic storytelling and fan engagement.
Before joining collegiate executive leadership, MacDonald served as Vice President of Marketing and Public Relations for the United Shore Professional Baseball League, where he directed record attendance, sold-out crowds, national media exposure reaching more than 1.2 billion people, and double-digit social media growth. He previously spent a decade at Oakland University in athletic administration, helping establish record attendance, media exposure and corporate partnerships while supporting NCAA championship events, including the Men's Basketball Final Four.
MacDonald began his career in athletic communications at the University of North Carolina and Georgia Tech, working with numerous Olympians and future professional stars, including Calvin Johnson, Matt Wieters and Thaddeus Young, while serving on the media operations teams for multiple NCAA championships and Final Fours.
A former collegiate baseball and golf student-athlete, MacDonald earned his bachelor's degree in Sports Management from St. Andrews University and a master's degree in Public Administration from Oakland University.
Recognized throughout his career for visionary leadership, strategic revenue generation and organizational excellence, MacDonald has established himself as one of collegiate athletics' most accomplished external affairs executives and an emerging leader prepared to guide a Division I athletics department.
MacDonald is married to Tara MacDonald, and they have three children; Shea, William and Ashlyn. They also have an energetic Red Golden Retriever, Cali, and two cats, Bobby and Buster.