Candice Johnson was named UT Arlington's Associate Athletics Director for External Affairs in March 2026 after serving as the department's Director of Ticket Sales & Outreach.
Johnson oversees the department's external affairs unit, providing strategic leadership for ticket operations, marketing, communications, creative services and fan engagement initiatives. She works closely with senior leadership to develop revenue-generation strategies, enhance the fan experience and align external operations with the department's overall mission.
Since joining UTA in September 2025, Johnson has played a key role in growing ticket revenue and attendance across multiple sports. During her first-year leading ticket operations, men's basketball ticket revenue increased by 55 percent, baseball revenue grew by 8.5 percent, softball group ticket sales increased by 13 percent, women's basketball revenue rose by 4 percent, and volleyball season ticket sales increased by 3.5 percent while single-game and group ticket sales climbed 36.7 percent. She also collaborates with the Maverick Club on premium seating initiatives and donor engagement while overseeing strategic ticket sales, pricing, promotions, reporting and customer service.
Prior to UT Arlington, Johnson served as an Account Manager for Intelinet Systems, where she generated more than $204,000 in revenue while leading client relationship and operational initiatives. She also spent nearly two years with Vanta as a Business Development Representative II, generating more than $1 million in closed-won revenue through strategic sales and business development.
Johnson brings extensive collegiate athletics experience from Learfield, where she held leadership positions supporting the multimedia rights partnerships at Southern Methodist, Houston and Oklahoma. While at Oklahoma, she generated more than $1 million in ticket sales and helped increase softball ticket sales by 392 percent year over year. At Houston, she directed ticket sales strategy, supervised account executives and developed community partnerships that increased attendance and revenue. She also helped lead integrated ticket sales campaigns at SMU.
A graduate of Troy University with a bachelor's degree in Sport & Fitness Management, Johnson has more than a decade of Division I athletics experience specializing in external operations, revenue generation, fan engagement and strategic leadership. Johnson competed in Track and Field while at Troy.
