Cullen Maxey joined the Diamondbacks in 2006. This season marks Maxey’s 15th overseeing all revenue-generating departments throughout the organization, including Broadcasting, Business Analytics, Content & Communications, Community Impact, Corporate Partnerships, Special Projects/Fan Experience, Marketing, Spring Training and Ticket Sales & Service.
Since joining the D-backs, Maxey has increased revenue generation throughout the organization by leading an inclusive strategic planning process and a proactive sales and service approach. In addition, as a member of the Senior Leadership Team, he played a key role in creating new business ventures for the D-backs such as the retail sportsbook and mobile sports betting partnership with Caesars Entertainment, Arizona Diamondbacks Events & Entertainment (ADEE), the Legends Entertainment District and restaurant and health club business interests. Maxey’s team oversees ADEE, the entity that now books and executes all non-baseball events at Chase Field, as well as the Legends Entertainment District, a multi-million-dollar signage district partnership with the Phoenix Suns that has helped revitalize downtown Phoenix. With over 60,000 square feet of dynamic outdoor digital and static signage opportunities, the project has developed new revenue for both teams while delivering team messages to more than eight million annual visitors and 700 diverse events each year.
Under his leadership, the Corporate Partnerships team increased revenue in 14 consecutive seasons prior to the pandemic and has recovered from the challenging 2020 COVID season to produce a new high in partnership revenue for 2023. This includes the addition of Avnet as the team’s first Jersey Patch Partner, an effort done in-house, and the third patch partner secured in MLB history.
The D-backs fundraising and community giving has reached their highest levels, as the team and Arizona Diamondbacks Foundation has surpassed $85 million in giving since their inception. The D-backs Give Back Youth Jersey Program has been a huge success and will outfit 114 youth leagues and 60,000 athletes this year. This program has donated more than 500,000 D-backs uniforms since its launch. Additional community programs created during his tenure include extensive education and STEM programs featuring Honeywell, Avnet, Resolution Copper and University of Phoenix. The D-backs Give Back 50/50 raffle, which has funded more than $12 million in youth sports programs; the annual Celebrity Golf Classic benefiting military veterans programs; and the annual Race Against Cancer benefiting cancer-related charities throughout the Valley. Maxey also created the D-backs Executive Council which brings together key executives throughout the Valley to contribute ideas, help fundraise and assist in executing the team’s philanthropic efforts.
The D-backs’ ticket sales strategies have continued to pay off as an increased focus on business analytics and a proactive sales and ticket retention approach have allowed the team to increase total ticket revenue, season ticket revenue, group sales and suite sales in each of the nine seasons prior to the pandemic. The 2023 season produced a full recovery from the impact of COVID and generated ticket sales revenue highs. Maxey’s team has also created innovative programs to drive single game sales such as the Ballpark Season Pass, Summer Pass, Student Pass, Kids Free Weekend, and a sophisticated approach to generate revenue and manufacture ticket driving opportunities.
Maxey is heavily involved in Special Events, directing his business operations team to ensure the success of the 2011 All-Star Game, as well as the 2013, 2017 and 2023 World Baseball Classic, and 2014 Opening Series in Sydney, Australia. He has also played an integral role in the creation and execution of Salt River Fields at Talking Stick, the award-winning Spring Training facility on Salt River Indian Community land that annually leads all Spring Training facilities in attendance.
Maxey’s path to the D-backs began with revenue-generating positions at the Phoenix Suns from 1997-2001. He served as VP of Corporate Sales for the Phoenix Coyotes from 2001-04, which was highlighted by the opening of their new arena in Glendale. Prior to joining the D-backs, Maxey spent two years as the General Manager of Sun Devil Sports Marketing, the multimedia rights holder of Arizona State University Athletics at that time.
The Phoenix native is Chairman of the Board for the Boys & Girls Clubs of the Valley, a member of The Thunderbirds that host the WM Phoenix Open, serves on the board for the Arizona Diamondbacks Foundation. He and his wife, Brenda, have two children, Will (student at Arizona State University) and Lizzie (student at University of Kentucky), and reside in Chandler.