Mario Moccia Named CEO of Every True Tiger Brands
3/5/2026 5:26:00 PM | General
COLUMBIA, Mo. — Every True Tiger Brands, the official name, image and likeness (NIL) marketing agency supporting Mizzou Athletics, announced today that veteran Division I athletics administrator Mario Moccia has been named Chief Executive Officer.
Moccia returns to Columbia with more than three decades of leadership experience in intercollegiate athletics, including 19 years as a Division I athletics director. He previously served as Director of Athletics at New Mexico State University from 2015–2025 and at Southern Illinois University-Carbondale from 2006–2014. Earlier in his career, Moccia spent eight years at Mizzou (1998–2006), including serving as Deputy Athletics Director.
Every True Tiger Brands works to connect Mizzou student-athletes with businesses and corporate partners through NIL opportunities, brand development and strategic marketing initiatives. As CEO, Moccia will lead ETTB's efforts to expand partnerships across Missouri and nationally while strengthening opportunities for Mizzou student-athletes in the rapidly evolving landscape of college athletics. He will begin at ETTB on April 1.
"What a tremendous opportunity to return to the University of Missouri and the Columbia community where Heidi and I built so many great friendships and memories," Moccia said. "Every True Tiger Brands has enormous potential to connect Mizzou's passionate fan base and business community with our student-athletes in meaningful ways. Our goal is to make ETTB a household name across Missouri and to show businesses — large and small — how they can directly impact the future success of Mizzou Athletics."
Moccia emphasized the unique opportunity to grow NIL partnerships across the state while aligning with Mizzou leadership.
"This role is incredibly exciting in a state like Missouri where people care deeply about the University and where so many strong businesses operate," Moccia said. "There is significant alignment from the Governor's office to campus leadership, our athletics administration and our head coaches. That kind of shared vision creates the opportunity to build something truly special."
"Mario's leadership and experience across college athletics along with his deep understanding of Mizzou make him an ideal leader for Every True Tiger Brands," said Eric Morrison, Mizzou Deputy Athletics Director. "He has led major athletics departments, navigated the modern challenges of college athletics and understands how to build strong relationships with donors, fans and business partners. NIL and brand development are essential parts of the future of our industry, and Mario is uniquely positioned to help Every True Tiger Brands grow and thrive."
At New Mexico State, Moccia guided his alma mater through one of the most successful stretches in the school's athletics history. During his decade leading the Aggies, the department won 65 conference championships across 12 sports while he hired 15 head coaches and led programs to multiple NCAA postseason appearances, including the men's basketball NCAA Tournament Round of 32 in 2022.
Under Moccia's leadership, New Mexico State football also experienced a historic turnaround. The Aggies ended the nation's longest bowl drought — 57 years — by winning the 2017 Arizona Bowl against Utah State. He later hired head coach Jerry Kill, helping the program win the 2022 Quick Lane Bowl, followed by a 10-win season in 2023. At New Mexico State, Moccia also hired men's basketball coach Chris Jans, who went on to lead the program to the NCAA Tournament before becoming head coach at Mississippi State. Moccia also helped guide New Mexico State's transition into Conference USA in 2023.
During his tenure as at Southern Illinois, Moccia oversaw a period of competitive and facility growth. He was named the 2013 Under Armour Athletics Director of the Year after guiding the Salukis through the $83 million Saluki Way facilities initiative while hiring eight head coaches and helping the department win 17 conference championships across 12 sports. The football program reached as high as No. 3 nationally in 2007, and men's basketball advanced to the Sweet Sixteen that same year.
Beyond his administrative leadership, Moccia has served in prominent national roles, including as President of the Minority Opportunities Athletic Association from 2015–2017 and as a board member of the John McLendon Minority Scholarship Foundation from 2017–2025. Prior to his time at Mizzou, Moccia worked in athletics administration at New Mexico (1993-97) and Southwest Texas State (1997-98).
A former professional baseball draftee of the Detroit Tigers in 1989, Moccia and his wife, Heidi, were married in Columbia. Heidi is a former All-American soccer player at University of Massachusetts Amherst. Their daughter Addie will begin her collegiate softball career this fall at University of Northern Colorado, while their younger daughter Gemma is currently in seventh grade.
