BERKELEY - Lindsey Jones, a versatile revenue-generator with extensive experience in both the commercial and philanthropic sectors, has been named Cal's Associate Athletics Director for Business Development, Co-Directors of Athletics Jenny Simon-O'Neill and Jay Larson announced Friday.

Jones has over 15 years of experience strategizing and implementing new revenue streams in and out of intercollegiate athletics. Most recently, Jones served as the NIL general manager for Altius Sports Partners, leading strategy and overseeing NIL opportunities for Stanford Athletics.

In her role at Cal, Jones will focus on new revenue streams for Cal's athletic department.

"Lindsey is a dynamic business leader with a keen understanding of the current landscape of intercollegiate athletics," Simon-O'Neill and Larson said. "As we look to the future, the addition of new and unique sources of revenue will be paramount to our department's stability and success. Lindsey has the experience and business acumen to help us thrive during these ever-changing times."

Jones joined Altius Sports Partners in 2024 and negotiated multi-year sponsorships and NIL activations with national and global brands. Prior to that, she spent seven years as the head of marketing for Goal Five, a mission-driven women's apparel company. Jones also founded and led fundraising efforts for Upward Roots - a nonprofit organization designed to develop youth leaders through community service. 

Jones was a standout women's soccer student-athlete at Notre Dame, where she served as team captain and helped the Fighting Irish reach the NCAA Championship Game in 1999. She went on to serve on the coaching staffs of multiple Division I women's soccer programs and played professionally in the WUSA and in Australia.

"I'm incredibly excited to join Cal Athletics and step into a department I've long admired," Jones said. "I look forward to drawing on my experience as a student-athlete, coach, administrator and brand-builder to create meaningful opportunities for Cal's student-athletes and the broader athletics department."

Jones' first day at Cal is Monday.