COLLEGE PARK, MD - Maryland alum and sports business executive leader Joe LaBue '01 has been named Deputy Athletic Director/Chief Revenue Officer for Maryland Athletics by Jim Smith, the Barry P. Gossett Director of Athletics. LaBue will be charged with formulating, communicating, developing, and executing strategies to optimize and diversify revenue streams for Maryland Athletics. He will serve as a key advisor for Smith and have administrative oversight of various external areas, including revenue generation, commercial-related revenues, sponsorships, and partnerships. LaBue will start in his role at Maryland on August 1.
With 25 years of experience in sports, revenue generation, business operations, sales and service, LaBue most recently served as President of Charlotte FC of Major League Soccer. He has been a fixture on the Charlotte sports scene for more than a decade, serving in executive roles with the NFL's Carolina Panthers and Tepper Sports & Entertainment. Prior to that, he worked in the DMV with Monumental Sports & Entertainment and the Washington Commanders franchise.
"We are thrilled to welcome Joe and his family back home to Maryland," said Smith. "Joe comes to Maryland with a tremendous track record of high achievement as a leader in the sports industry when it comes to revenue generation, sports entertainment, fan growth, and community engagement. His work in Charlotte, both in the NFL and MLS, demonstrated a commitment to excellence, and we are excited for him to come to College Park and help lead his Terrapins in this new era of college athletics."
"Returning to Maryland and working alongside Jim is a dream come true," LaBue said. "Ever since I first set foot on the Maryland campus as a freshman in 1997, I've felt the passion and excitement that comes with being a Terp. Now, returning to my alma mater and being tasked with energizing the fan base with new initiatives and strategies is a challenge I'm eager to take on. I'm dedicated to enhancing Maryland's success both locally and nationally, and to supporting those who have backed us in any way over the years. I truly relate to the passion and excitement that fuel our shared success. I can't wait to get started and connect with all of Terp Nation."
In his role as President of Charlotte FC from 2022-25, LaBue led the business operations of a new MLS franchise. During his time, the club ranked second in attendance for three seasons and dominated single-match tickets. Under LaBue's leadership, Charlotte FC achieved a Top 5 gross and net revenue position while maintaining a match-day Net Promoter Score (NPS) of better than 60 (a score above 50 is generally considered excellent). The club secured the league's most valuable kit partnership and broke the single-match attendance record with 74,479 fans at its inaugural game. This foundation and community engagement set the stage for growth across the Carolinas.
LaBue was part of the sports fabric in Charlotte for 14 years. From 2019-22, LaBue served as Vice President of Ticket Sales & Services for Tepper Sports & Entertainment in Charlotte, working with Charlotte FC, Bank of America Stadium, and the Panthers. Between 2011-19, he served in various executive roles with the Panthers, including time as the Director of Ticket Sales & Premium Services and Sales & Suites Service Manager.
Prior to his time in Charlotte, he was a staple in the Washington D.C., market. From 2001-08, LaBue served as Director of Premium Seating with the then-Washington Redskins. Then from 2008-11, he worked as a Senior Account Manager, Corporate Sponsorships for Monumental Sports & Entertainment, which is the parent company of the Washington Capitals, Washington Wizards, Washington Mystics, and Capital One Arena.
Originally from Webster, N.Y., LaBue earned a bachelor's degree in communications from the University of Maryland in 2001. He and his wife, Melissa, also a Maryland alum and former Terrapin club women's hockey player, have three children: Ashlyn, Riley, and Lincoln.
