Jeff Crane

Jeff Crane was named Senior Deputy Director of Athletics on July 26, 2024.

Crane served in various capacities for USC Athletics between 2006-19 and served as Deputy Athletics Director at the University of Memphis since April 2019.

Prior to leaving Carolina for Memphis, Crane served as Executive Associate Athletics Director. In that role, he oversaw marketing and fundraising efforts for Gamecock Athletics, was the department’s liaison with concession vendor Aramark, and served as men’s basketball and equestrian sport administrator.

Crane joined the South Carolina Athletics Department staff as the Director of Marketing in July 2006. In that capacity, he was responsible for a new marketing rights agreement resulting in $50 million in guaranteed revenue for the Gamecocks, a 150 percent increase over the previous contract.

In 2008, Crane moved to development, assuming the Assistant Athletic Director for Development title. In 2012, Crane was elevated again, this time to a Senior Associate Athletics Director for Development and the Gamecock Club.

“Our family is excited to return to a University and community we love,” said Crane. “Gamecock Athletics has always been a leader in intercollegiate athletics and I look forward to contributing to the efforts of our talented student-athletes, coaches and staff. I am thankful and excited for this opportunity.”

His primary responsibilities at Memphis included serving as a member of the athletics department’s senior management team and overseeing the day-to-day operations and initiatives of the athletic department. He oversaw over $250 million in capital projects including a significant renovation of Simmons Bank Liberty Stadium and provided executive leadership on a fundraising campaign to raise $100 million for football stadium renovations.

Crane also provided executive oversight for the business office, capital projects, communications, facilities, game operations, marketing and sponsorship sales as well as serving as the sport administrator for football and the women’s and men’s golf programs.

He also served as interim athletics director during stints at Memphis and USC Upstate. He conducted searches for a men’s basketball coach and an athletics director at USC Upstate.

Under Crane’s leadership at South Carolina, more than $175 million was raised for student-athlete scholarships and facilities. In addition, the Gamecocks set fundraising records and surpassed 19,000 donors, an all-time high. Crane also led the development and execution of a seat donation plan that resulted in $7 million in new annual revenue for the program.

Before his arrival at South Carolina, Crane directed the marketing efforts for TCU Athletics. He served as Assistant Director of Marketing at TCU from April 2001 to July 2004 and as Director of Marketing from July 2004 to July 2006.

He has both an undergraduate degree and MBA from TCU. He and his wife, Allison, have two boys, Ford and Crews, and a daughter, Elle.