James Sarra, Ed.D.
Ed.D., Global Sports Leadership, East Tennessee State University, Johnson City, Tennessee, 2023
Ed.D., Organizational Leadership, Grand Canyon University, Phoenix, Arizona, 2022
Graduate Certificate in Sports Analytics and Management, American University, Washington, DC, 2021
M.S., Sport Management, Western Illinois University, Macomb, Illinois, 1993
M.S., Education, St. Bonaventure University, St. Bonaventure, New York, 1990
B.S., Elementary Education, St. Bonaventure University, St. Bonaventure, New York, 1989
AREAS OF EXPERTISE:
Foundations of American Sports
Facility and Event Management
Sports Revenue Generation
Dr. Sarra is an Assistant Professor of Sports Marketing and Management at the University of Dubuque
(UD). Dr. Sarra joined UD after serving as the Director of Athletics at the University of Illinois Springfield
(UIS). He spent 28-plus years in several internal and external administrative roles in NCAA Division I and
II athletics departments. He also works as a consultant to athletics departments.
Professor Sarra has served as an adjunct faculty member for the University of Illinois Springfield. He also
serves Tulane University as an Instructor for the Pre-College Online Enrichment Program teaching sports
marketing. Dr. Sarra also developed a sports revenue generation course for the undergraduate
curriculum at UIS.
Prior to teaching, Dr. Sarra served as the Director of Athletics at the University of Illinois Springfield from
2016 to 2019 after spending the past 11 years at The University of Texas San Antonio (UTSA), where he
served as deputy director of athletics for the NCAA Division I school.
At UTSA, he was appointed deputy director of athletics in 2009. In that role, I was responsible for the
day-to-day administration of the athletic department. I supervised academic services, compliance, and
strength and conditioning. He also served as the administrator for several sports.
Dr. Sarra also served as UTSA senior associate director of athletics for external affairs from 2007-09,
UTSA associate athletics director for administration from 2006-07, and UTSA assistant athletics director
for compliance from 2005-06.
Dr. Sarra also oversaw corporate sponsorship sales, marketing & promotions, media relations, and ticket operations at UTSA. He also led UTSA fundraising efforts through the department’s annual fund.
Dr. Sarra has served in many administrative roles at NCAA Division I BCS, FBS, and FCS institutions. He
was also selected to and a graduate of the NCAA Leadership Institute for Ethnic Minority Males and
Females and the NCAA Fellows Leadership Development Program.
A native of West Seneca, N.Y., Sarra earned a bachelor’s degree in elementary education and a master’s
degree in advanced teacher education from St. Bonaventure University in 1989 and 1990, respectively.
He also earned a master’s degree in sports management from Western Illinois University in 1993. He
completed the requirements for a graduate certificate in sports analytics from American University in
2021. Dr. Sarra completed a Doctor of Education in Organizational Leadership from Grand Canyon
University in 2022. He is currently enrolled in the second Doctor of Education program in Global Sport
Leadership at East Tennessee State University and will graduate in 2023.