How Alfred White Became a College Sports Powerhouse
What a joy it was to speak with my longtime friend, Alfred White. Alfred and I met years ago when he was the Commissioner of Conference USA and I was producing the (then) St. Petersburg Bowl.
It’s so impressive to see the reach that Alfred has – it’s like 6 Degrees of A-B-W as I navigate the world of college athletics. And when he says he’s a connector, he means it. Once you’ve met Alfred, you’re on his radar and if there’s a connection to be made, he’ll be the one making the introduction. This was a fun chat where I got the opportunity to learn more about the early days of his 40+ year career.
Alfred is a case study in relationship building, so if you’re just starting out, Alfred has the following advice for you:
- Make yourself social – get out there!
- Check your phone at the door. Put it away and be present in the moment
- Authenticity is key.
- Don’t be afraid to say no. You can always turn a ‘no’ into a yes, but it’s much harder and more awkward to turn a ‘yes’ into a ‘no’
S2 E3 – What’s it all about?
In the latest episode of Bright Ideas, host Jessica Duemig sits down with longtime college athletics executive Alfred B. White to trace a remarkable, 40+ year journey through the sports industry. What began as a career-ending injury in high school baseball turned into a life-changing pivot that launched Alfred into a student assistant role at Texas Tech, followed by leadership positions at the NCAA, Conference USA, and the College Football Playoff. Through candid storytelling, Alfred shares how relationships—not résumés—built his career, and how saying no at critical crossroads opened doors to far better opportunities.
From being offered a front-office job by the St. Louis Cardinals to leading the Southern Conference as Commissioner, Alfred’s career is a blueprint for anyone looking to make a lasting impact in sports. Now the founder of ABW Building Bridges, a consulting venture focused on sports business matchmaking, Alfred offers insights for both rising professionals and established leaders. This episode is a must-watch for anyone who wants to understand how longevity, humility, and people-first thinking can define a truly successful path in the sports industry.
Connect!
Check out ABW | Building Bridges
About Alfred B. White – The Official Bio
Alfred White is a team builder, strategic planner, implementer, and a connector. Alfred thrives on developing collaborative partnerships that lead to meaningful progress, which is showcased through ABW | BUILDING Bridges, a collaborative sports family.
Alfred’s career in sports administration began as a student assistant in the sports information office at Texas Tech University. Four decades later, Alfred has built a network that enables him to provide a progressive suite of services to a diverse collection of clients. Highlights from his time as a sports administrator include:
- 15 years at the NCAA
- Commissioner of the Southern Conference
- President of the NBA Development League Asheville Altitude
- Senior Associate Commissioner for Conference USA.
Prior to opening ABW | BUILDING BRIDGES, Alfred was the Senior Director of Marketing and Strategic Partnerships for the College Football Playoff (CFP). In his role at the CFP, Alfred oversaw the sales and marketing efforts, focusing on overall sponsor coordination and activation, Playoff Premium, the Playoff’s corporate hospitality program, premium seating, and event sponsorship sales.
Alfred has built relationships with major media outlets and is highly connected with corporate partners and sports management entities. He has significant experience in change management, strategic planning, event operations, licensing, merchandising, marketing, and promotions.
Alfred is a native of Houston, Texas. He holds a bachelor’s degree from Texas Tech University. He and his wife, Judy, live near family in the Kansas City suburb, Leawood, Kansas.
Catch up on Season 2 of Bright Ideas!
Be sure to watch Bright Ideas with Alan Gooch and Bill Graff today.
Missed Season 1 of Bright Ideas?
Check out Season 1 and meet Mahriah Tucker, Jinita Thakkar, Matthew Porter, Autumn Sullivan, Dianne Wintermute, Josy Martinez, Jonny Torres and Carye Farrell today!
Engage with Bright Ideas!
I hope you’re enjoying Bright Ideas! As always, please feel free to join the conversation in the comments!
Don’t forget to like, thumbs-up, share and tell your friends.
If you’d like to be involved with #BrightIdeas or know someone who would make for a great guest, please get in touch!