Football
- Title:
- Deputy AD | FB General Manager
A member of the Wisconsin Athletics administration staff since 2022, Dr. Marcus Sedberry was named Interim Director of Athletics on April 13, 2026. Prior to assuming the interim AD role, Sedberry served as the Deputy Athletic Director/Chief Operating Officer for the Badgers. In February 2025, he was appointed as the General Manager for Wisconsin Athletics.
Marcus Sedberry is a transformational athletics executive with nearly two decades of leadership experience across the Big Ten, Big 12, SEC, American Athletic Conference, and the NFL. His career reflects a consistent record of elevating competitive performance, strengthening academic achievement, modernizing operations, and building organizational cultures rooted in integrity, accountability, and service.
As Deputy Athletics Director and Chief Operating Officer (COO) at the University of Wisconsin, Marcus oversees the day-to-day administrative and operational functions of a department with more than 350 staff members, providing leadership across strategic planning, facilities and capital projects, personnel development, budget planning, sport administration, academic and career services, health and performance, leadership and inclusion, compliance, event management, internal communications, alumni relations, government relations, and campus partnership.
Marcus has led or co-led several of Wisconsin’s most consequential initiatives, including the $285M Kellner Family Athletic Center, the 2023 departmental strategic plan and senior leadership restructure, supporting the $100M Building Champions Capital Campaign and the evaluation and hiring of multiple head coaches, including football, women’s basketball, men’s hockey, swimming and diving, and women’s tennis.
In addition to his COO responsibilities, Marcus serves as General Manager for Wisconsin Athletics, having launched the creation of a professional style front office, which oversees the department’s revenue share strategy, personnel management, recruiting strategy, contract negotiations, external engagement and governance. He has played a pivotal role in helping the Badger Football program build a comprehensive player personnel strategy underscoring the department's commitment to embracing the evolving landscape of collegiate athletics.
Prior to Wisconsin, Marcus served as Senior Associate Athletics Director at Baylor University, where he oversaw student-athlete success, sport administration for football, and a staff of more than 160. He launched the nationally recognized Baylor Built student-athlete development program, raised nearly $3M toward its endowment, co-led the university’s NIL strategy and played a critical role in helping secure the lead gift for the Fudge Family Football Center $70M capital project.
Marcus’s earlier roles at the University of Arkansas, Philadelphia Eagles, and University of Central Florida further shaped his expertise in student-athlete development, performance operations, mental conditioning, facilities planning, and organizational leadership. At Arkansas, he supervised the 55,000 sq. ft. Jerry Jones Family Student-Athlete Success Center and led cultural competency efforts. With the Eagles, Marcus served as a member of the football operations and high-performance team as well as the organizational senior staff. He led player development, rookie and free agent assessment and onboarding. At UCF, he created and led the Knights Student Services Department and contributed to the “Everyday Champions” branding campaign and served as an adjunct professor in the College of Community Innovation and Education and the College of Business DeVos Sport Business Management MBA and MSBM program.
Throughout his career, Marcus has been instrumental in stewarding athletic success. As a track and field student-athlete at the University of Nebraska he was a member of five team conference championships. As an administrator he has been a part of six team national championships and 25+ team conference championships.
Across every institution, Marcus has been recognized for his ability to unify diverse stakeholders, navigate complex challenges, and lead with clarity, steadiness, and purpose.
Marcus holds a B.S. from the University of Nebraska, a Masters of Sports Business Management and Masters of Business Administration from the University of Central Florida. He earned a Doctorate of Education from Tarleton State University and has an Executive Education Certificate from the University of Pennsylvania’s Wharton School of Business.
