By Matt Stevens - IlliniGuys Football Writer/Analyst
April 23, 2026
For the second time in a year, a person under the command of Illinois athletics director Josh Whitman has been hired to lead a Division I athletics department.
The University of Toledo announced the hiring of Tom Moreland as their new athletics director. Moreleand, who has been the chief commercial officer at Illinois since 2023, succeeds Bryan Blair, who recently departed to lead the athletic department at Syracuse University last month.
“Tom stands out as a visionary leader with a proven track record of resource development and fostering a culture of excellence in the quickly changing landscape of collegiate athletics," Toledo President James Holloway said via a news release. “His expertise in strategic planning, engagement and commitment to the holistic development of our student-athletes make him the ideal leader to guide Rocket Athletics into this next chapter. We are thrilled to welcome Tom and his family to the Toledo community.”
Among his responsibilities at is overseeing all commercial aspects of Fighting Illini athletics, including training and education for a comprehensive NIL program, the I FUND, corporate sponsorship and merchandise, fan experience, marketing, and external engagement.
“Tom has established himself as a thought leader in our industry,” Whitman said in a university statement. “His innovative strategy and disciplined approach have enabled us to deliver record revenues with dramatic increases in ticket sales and attendance during a time of historic success for our programs. He has also been heavily involved in our evolving approach to NIL and corporate sponsorships.”
Moreland is the second executive in the last four months inside Whitman’s Illini operation to become a Division I athletics director after former Illinois chief operating officer Roger Denny was hired as Oklahoma’s athletics leader in late January.
Most recently Moreland oversaw strategy and revenue generation with the partnership of Illinois and Learfield. While in his current role the Fighting Illini have enjoyed record season ticket sales, realized 100% growth in the I FUND, and have been recognized as the leading revenue-generating men's basketball program in the Big Ten Conference. Moreland also led development of a women's sports sales and marketing strategy leading to a 230% increase in women's basketball season tickets.
“I am honored to be chosen by Toledo to lead this storied athletic department," Moreland said in a news release. "The Rockets have a reputation for competitive excellence and a passionate fan base. I look forward to working with our talented coaches, staff and the entire Toledo community to ensure our student-athletes have the resources they need to succeed in the classroom, in competition and in life.”
Prior to his time at the University of Illinois, Moreland held leadership positions at Purdue University and his alma mater, the University of Iowa. Moreland earned a master's degree in intercollegiate athletic leadership from the University of Washington and a master's in business administration from Purdue University Global. He has two bachelor's degrees – sports management; journalism and mass communications – from Iowa where he played baseball for the Hawkeyes.
Moreland’s start date at Toledo is still to be determined as a media conference is expected in the coming days and Brian Lutz will continue to provide leadership as Toledo’s interim vice president and director of athletics.
