Four Athletic Department Administrators Elevated to Assistant Athletic Director Roles
August 15, 2025 | General
LOUISVILLE, Ky. — Four University of Louisville athletic administrators have been elevated to the title of Assistant Athletic Director at UofL, Director of Athletics Josh Heird announced Friday.
Ronee Baxter (Assistant AD, Events & Premium Services), Olivia Biven (Assistant AD, Brand & Creative Services) Sean Kennedy (Assistant AD, Fundraising & Partnerships) and Olivia Morrissey (Assistant AD, Internal Operations) have all been advanced within their roles with the university.
"Ronee, Liv, Sean, and Olivia have each made significant contributions to Louisville Athletics, and I'm thrilled to recognize their leadership and impact with these well-deserved promotions," said Vice President/Director of Athletics Josh Heird. "Each of them brings unique talents, energy, and a commitment to excellence that elevates our department every day. Their continued growth will be instrumental as we strive to provide a first-class experience for our student-athletes, fans, and partners."
Ronee Baxter
Entering her 19th year with Louisville Athletics, Baxter is responsible for overseeing premium hospitality, donor stewardship, and special event planning for Louisville Athletics. Known for her high-standard output and meticulous attention to detail, she plays a critical role in enhancing the experience of donors, corporate partners, and premium seat holders. Additionally, she oversees championship hospitality for all sports, including team welcome dinners and postseason celebrations. She also is the lead for all logistics for donor travel, including away game experiences and postseason tournament hospitality for football, men's basketball, women's basketball, and volleyball. As a key liaison to campus counterparts, she is responsible for ensuring Athletics is fully aligned with the Office of the President and University Alumni for special event coordination.
After growing up in Louisville, she graduated with a bachelor's degree (2000) from Miami University (Ohio) then headed west to begin her career with the Seattle Sonics. Ronee and her husband Mark reside in Oldham County with their four children, Reagan, Bennett, Berkeley, and Will.
Olivia Biven
Biven is in her fourth season, having joined the department in September 2022. She leads the department's award-winning creative services team (Video, Photo, Graphic Design) and is responsible for the overall strategy, management, and implementation of athletics' creative content. Additionally, she leads the University's entire collegiate trademark licensing program and day-to-day operations.
Previously, the Louisville native spent six years rising through the ranks at Western Kentucky, starting as a marketing assistant. By the end of her tenure in Bowling Green, Biven held the role of Associate Athletic Director of Marketing & Tickets, responsible for all facets of the Hilltopper's marketing and ticketing operations.
She holds dual bachelor's degrees from Western Kentucky in Sport Management (2015), Public Relations (2015) and a Master in Sport Media & Branding (2017).
Olivia and her husband Zach reside in Louisville with their son, Beau.
Sean Kennedy
Kennedy has been with UofL since June of 2021. He's previously served in various development roles within the Cardinal Athletic Fund. In his new role, Kennedy provides strategic leadership in NIL fundraising, revenue-sharing initiatives, corporate partnerships, philanthropic giving, and new business development. Additionally, he plays a critical role in developing and executing revenue generation strategies to support the long-term financial sustainability of Louisville Athletics. Kennedy leads fund-raising team staffing and operations, ensuring strategic resource allocation and performance optimization. A keen relationship-builder, he also manages a portfolio of donors and prospects, cultivating, soliciting, and stewarding relationships to grow financial support
A former student-athlete, Kennedy played baseball for Ball State. After graduating with a Bachelor of Arts, he served as an athletic sales director for Wright State. In 2024, Kennedy earned his Master of Business Administration from UofL's College of Business.
Originally from Dayton, Ohio, Kennedy and his wife, Hailie, currently reside in Louisville with their two dogs, Copper and Queen.
Olivia Morrissey
Morrissey began her career in UofL Athletics as a tutor for student-athletes in 2010 before transitioning to the role of graduate assistant in Student Services. Fifteen years later, she oversees a variety of internal operational functions for the athletics department including on-campus housing, student conduct, student-athlete centered software operating and communication system and non-student athlete financial aid. Morrissey also leads various workflow checkpoints of NIL compensation for student-athletes, as well as serve as the sport administrator for Women's Soccer.
Morrissey has served UofL as a director of student life and housing, and the associate director of academic services. Previously, she held the role of an athletic academic counselor at Maine where she also worked to create career and leadership programming in conjunction with the Senior Women's Administrator and coordinated youth summer camps.
Morrissey is a two-time graduate of Louisville, earning a Bachelor of Marketing (2013) and Master of Sport Administration (2015).
Morrissey and her husband Dan reside in Louisville with their daughter Eloise.
Ronee Baxter (Assistant AD, Events & Premium Services), Olivia Biven (Assistant AD, Brand & Creative Services) Sean Kennedy (Assistant AD, Fundraising & Partnerships) and Olivia Morrissey (Assistant AD, Internal Operations) have all been advanced within their roles with the university.
"Ronee, Liv, Sean, and Olivia have each made significant contributions to Louisville Athletics, and I'm thrilled to recognize their leadership and impact with these well-deserved promotions," said Vice President/Director of Athletics Josh Heird. "Each of them brings unique talents, energy, and a commitment to excellence that elevates our department every day. Their continued growth will be instrumental as we strive to provide a first-class experience for our student-athletes, fans, and partners."
Ronee Baxter
Entering her 19th year with Louisville Athletics, Baxter is responsible for overseeing premium hospitality, donor stewardship, and special event planning for Louisville Athletics. Known for her high-standard output and meticulous attention to detail, she plays a critical role in enhancing the experience of donors, corporate partners, and premium seat holders. Additionally, she oversees championship hospitality for all sports, including team welcome dinners and postseason celebrations. She also is the lead for all logistics for donor travel, including away game experiences and postseason tournament hospitality for football, men's basketball, women's basketball, and volleyball. As a key liaison to campus counterparts, she is responsible for ensuring Athletics is fully aligned with the Office of the President and University Alumni for special event coordination.
After growing up in Louisville, she graduated with a bachelor's degree (2000) from Miami University (Ohio) then headed west to begin her career with the Seattle Sonics. Ronee and her husband Mark reside in Oldham County with their four children, Reagan, Bennett, Berkeley, and Will.
Olivia Biven
Biven is in her fourth season, having joined the department in September 2022. She leads the department's award-winning creative services team (Video, Photo, Graphic Design) and is responsible for the overall strategy, management, and implementation of athletics' creative content. Additionally, she leads the University's entire collegiate trademark licensing program and day-to-day operations.
Previously, the Louisville native spent six years rising through the ranks at Western Kentucky, starting as a marketing assistant. By the end of her tenure in Bowling Green, Biven held the role of Associate Athletic Director of Marketing & Tickets, responsible for all facets of the Hilltopper's marketing and ticketing operations.
She holds dual bachelor's degrees from Western Kentucky in Sport Management (2015), Public Relations (2015) and a Master in Sport Media & Branding (2017).
Olivia and her husband Zach reside in Louisville with their son, Beau.
Sean Kennedy
Kennedy has been with UofL since June of 2021. He's previously served in various development roles within the Cardinal Athletic Fund. In his new role, Kennedy provides strategic leadership in NIL fundraising, revenue-sharing initiatives, corporate partnerships, philanthropic giving, and new business development. Additionally, he plays a critical role in developing and executing revenue generation strategies to support the long-term financial sustainability of Louisville Athletics. Kennedy leads fund-raising team staffing and operations, ensuring strategic resource allocation and performance optimization. A keen relationship-builder, he also manages a portfolio of donors and prospects, cultivating, soliciting, and stewarding relationships to grow financial support
A former student-athlete, Kennedy played baseball for Ball State. After graduating with a Bachelor of Arts, he served as an athletic sales director for Wright State. In 2024, Kennedy earned his Master of Business Administration from UofL's College of Business.
Originally from Dayton, Ohio, Kennedy and his wife, Hailie, currently reside in Louisville with their two dogs, Copper and Queen.
Olivia Morrissey
Morrissey began her career in UofL Athletics as a tutor for student-athletes in 2010 before transitioning to the role of graduate assistant in Student Services. Fifteen years later, she oversees a variety of internal operational functions for the athletics department including on-campus housing, student conduct, student-athlete centered software operating and communication system and non-student athlete financial aid. Morrissey also leads various workflow checkpoints of NIL compensation for student-athletes, as well as serve as the sport administrator for Women's Soccer.
Morrissey has served UofL as a director of student life and housing, and the associate director of academic services. Previously, she held the role of an athletic academic counselor at Maine where she also worked to create career and leadership programming in conjunction with the Senior Women's Administrator and coordinated youth summer camps.
Morrissey is a two-time graduate of Louisville, earning a Bachelor of Marketing (2013) and Master of Sport Administration (2015).
Morrissey and her husband Dan reside in Louisville with their daughter Eloise.
FB: Ag Day Uniform Reveal
Wednesday, September 17
FB: Justin Beadles & TJ Quinn 9.15.25 Presser
Monday, September 15
FB: Mark Hagen 9.15.25 Presser
Monday, September 15
FB: Head Coach Jeff Brohm 9.15.25 Press Conference
Monday, September 15
