Reed Farley

Director
Key Partnerships
SDSU Athletic Partnerships

Reed leads the Key Partnerships team for SDSU Athletics, where he oversees all brand activations and manages relationships across the property’s portfolio of 50+ corporate partners. In this role, he works hand-in-hand with the SDSU Athletic Department to bring brand marketing initiatives to life, ensuring strategic alignment, achievement of key objectives, and maximized return on investment.

Reed joined the JMI Sports team in 2023 as a Key Partnerships Specialist, where he focused on gameday activations and the fulfillment of contractual assets. He was promoted to Manager, Key Partnerships in May 2025 and advanced to Director in April 2026, where he now oversees the property’s entire portfolio of long-term brand partners. These promotions reflect the strong relationships Reed has cultivated across the SDSU Athletics property and his success driving value for both the department and its partners.

A native of San Diego, California, Reed earned his bachelor’s degree in history and psychology from Harvard University, where he was a four-year member of the men’s basketball team. He returned to San Diego in 2021 to pursue his MBA from UC San Diego.