UPA Names George Killebrew New Chief Revenue Officer

There's a new Chief Revenue Officer in town.

Former Dallas Mavericks EVP/CRO and Major League Rugby Commissioner George Killebrew has been named Chief Revenue Officer of the United Pickleball Association (UPA).

While that doesn't have the same tone as a new "sheriff" in town, the impact is no less for the pickleball world.

What this means for the UPA

For those unfamiliar, the UPA is the holding company for the PPA Tour and Major League Pickleball (MLP).

As Chief Revenue Officer (CRO), Killebrew will lead the Sponsorship Sales team, On-Site Revenue team (including ticket sales and amateur registrations), and the Sponsorship Activation team. Having consulted with the PPA Tour since October 2023, he has now formalized his role with UPA moving forward.

"I have been consulting with the PPA Tour and its leadership since October, and I am blown away by the potential in this fast-growing sport," said Killebrew. "Already, we are experiencing double-digit growth in our revenue areas, and we are just at the very beginning.

"This is an incredible American and global sports story unfolding right in front of our eyes, and I am delighted to accept the role of CRO to work with Founder and CEO Connor Pardoe and his leadership team. I, too, am addicted to the sport, along with the 40 million people who are also now playing the game.”

"George brings a wealth of knowledge and experience in spearheading business opportunities in both established and emerging sports," said Carvana PPA Tour Founder and CEO Connor Pardoe.

"His work to this point has been instrumental in guiding a path forward, and his continued involvement in a permanent position will be exceedingly valuable in helping grow the UPA and pickleball as a whole."

Killebrew was huge for the Mavericks

During his tenure at the Mavericks, Killebrew excelled in leading the ticket sales group, sponsorship team, and sponsor activation group. His efforts consistently earned top accolades and awards from the NBA for excellence.

Under his leadership, the Mavericks were consistently ranked among the top in revenue generation within the league. For 20 years, he served as one of Mark Cuban's chief business officers, demonstrating unwavering dedication and expertise.

Secured TV deals for Major League Rugby

As Commissioner of Major League Rugby, Killebrew spearheaded multiple significant initiatives. He facilitated the addition of new expansion teams and elevated sponsorships from mere barter deals to surpassing $1 million within his first year.

Killebrew also secured a comprehensive TV contract with Fox Sports, ensuring the MLR Finals would air on FOX National, along with an additional 24 matches each season on FS1 and FS2. Most notably, through his collaborative efforts with MLR Ownership and USA Rugby, the United States successfully won the bid to host the Men’s and Women’s Rugby World Cup for the first time.

If past successes dictate future results, then the UPA seems in very capable hands from a financial perspective.