MEET Alfred B. White

Alfred grew up like many young boys, dreaming of being a professional athlete one day.

His sports of choice: baseball and football. Mom put a stop to the football dream, and a high school injury halted his baseball playing days. But this sports lover couldn’t stay away from the field and immediately began helping with game operations at his high school. Next came a student assistant role in the Sports Information Office at Texas Tech and things snowballed from there. Four decades later, Alfred has built a life and a family in the sports industry. 

He will regale you with many highlights from his time as a sports administrator, having served in a myriad of roles for the NCAA, Commissioner of the Southern Conference, President of the Asheville Altitude, and Senior Associate Commissioner for Conference USA. Prior to opening his consulting firm, Alfred was the Senior Director of Marketing and Strategic Partnerships for the College Football Playoff for five years. He’s built relationships with all the major media outlets, is highly connected with corporate partners, and understands the unique dance that needs to be done during negotiations.  

Alfred also has strong experience in change management, strategic planning, event operations, merchandising and licensing, and marketing and promotions. His creativity knows no bounds — be sure to ask him about his inspiration, the Double T Dolls at Texas Tech. Alfred has worked countless events. Among his favorites are the 15 NCAA Men’s Basketball Final Four weekends he has been a part of. He also had a moment of fame on the screen as an extra in the made-for-TV movie, Murder at the World Series. The son of a United Methodist minister, Alfred’s faith has been a constant force in his life. Alfred and his wife, Judy, have recently relocated to be near family in Leawood, Kansas.