Kelly Newell has been a part of the Cotton Bowl Athletic Association staff since 2007, first as an intern then to a full-time role before being promoted to Vice President of Creative & Guest Services in May 2013 and Chief Experience Officer in March 2024.
In her role, Newell leads creative direction and overall brand strategy of the Goodyear Cotton Bowl Classic and Cotton Bowl Foundation and the hospitality efforts for the participating institutions, VIPs and media throughout Classic bowl week. She oversees the management of the Classic’s hotel partnerships as well as has responsibilities to enhance the fan and VIP experiences across all touchpoints throughout the year, including in and around Classic bowl week and on game day. The 2025 College Football Playoff Quarterfinal at the 90th Goodyear Cotton Bowl Classic is set to be her 19th Classic to work as a member of the CBAA staff.
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Newell is a current member of the National Association of Collegiate Directors of Athletics (NACDA) and Women in Sports & Entertainment (WISE) and completed the Sports Management Institute (SMI) Executive Program in 2019.
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The Carrollton, Texas, native graduated from the University of Texas with a bachelor's degree in Kinesiology and Sport Management in 2008. During her time in Austin, she worked as a Student Assistant for Football Operations and Recruiting for the Longhorn football team during the 2004-06 seasons.
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Newell, her husband Barry and sons Barry Eugene III (Geno) and Micah live in the Dallas area.
