Brooke Caffey ’21 Builds a Career Running Game Day

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From coordinating giveaways to managing UCLA football game logistics at the Rose Bowl, Caffey sits at the center of it all; ensuring that every detail, department, and decision aligns to create a seamless game-day experience.

A former UCLA student-athlete, Caffey’s path into event operations began after injuries ended her rowing career. Determined to stay in athletics, she found an opportunity working in travel and operations, eventually gaining exposure to football game management. That early hands-on experience sparked what she calls the “event bug,” a passion for being at the heart of competition and live sport.

After earning her Bachelor’s degree, Brooke accepted a role at UC Berkeley that was initially posted at just 30 hours per week. Betting on herself and the opportunity, she relocated to the Bay Area and immersed herself in the work. At Cal, many of her colleagues spoke highly of the USF Sport Management program, which led her to apply and ultimately start her graduate degree. Over four years, she advanced from coordinator to Senior Director of Event Management, often being the first to arrive and the last to leave. During COVID, while many professionals left the industry, Caffey stayed, building trust, expanding her responsibilities, and eventually leading the department through transition.

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Today at UCLA, she oversees event operations across multiple sports as an Assistant Athletic Director. Despite the senior title, her leadership philosophy remains grounded: no job is too small. “If something needs to get done, even if that’s picking up trash before a visiting team arrives, you do it,” she explained. She believes that pride in the event experience starts with personal accountability.

Caffey credits USF’s Sport Management program with preparing her for these high-pressure leadership moments. Public speaking, once a personal weakness, became one of her greatest professional assets. In event operations, she regularly briefs groups of 200 or more individuals, from security teams to administrators, and confidence in communication is essential. Just as impactful was learning the power of networking. “The sports industry is small,” she noted, emphasizing how the relationships she built at USF continue to shape her career.

Graduate education also broadened her perspective beyond event logistics. Coursework in marketing, sponsorship, and administration gave her a holistic understanding of how departments intersect. On game day, nearly every unit, ticketing, development, marketing, security, team operations, and even external partners run through the event manager. When communication breaks down, so does execution. She recalled a men’s basketball game delayed because a visiting team was stuck behind a presidential motorcade, a situation that could have been avoided with stronger cross-departmental awareness. For Caffey, proactive planning and constant collaboration are non-negotiable.

Her expertise extends beyond collegiate athletics. Caffey has worked multiple Super Bowls, an experience she negotiated as a condition of accepting her role at UCLA. Exposure to mega-events allows her to bring best practices in crowd management, credentialing, and large-scale logistics back to campus. She also encourages her staff to observe other institutions and championships. “No event is ever perfect,” she shared. Continuous learning, even at the highest levels, is part of the job.

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As a leader, Caffey emphasizes confidence, composure, and advocacy. In rooms where women are often underrepresented, she reminds herself and her team that they are the subject-matter experts for a reason. She has built a culture where her staff’s voices are heard and where she stands behind their decisions publicly, addressing challenges privately to foster trust and growth.

For students considering a career in event operations, Caffey offers practical advice: gain as much experience as possible, seek mentors who invest in your development, and don’t be afraid to be selective about opportunities. The hours can be long, but for those who feel the pull of game day, the reward is unmatched. “Without the competition, there is no sport,” she said.

From graduate classrooms at USF to the Super Bowl stage and the sidelines of the Rose Bowl, Brooke Caffey’s career reflects the impact of preparation, persistence, and passion and the vast opportunities awaiting those ready to lead behind the scenes of sport’s biggest moments.

To learn more about USF Sport Management, visit usfca.edu/sm.