University of North Texas Athletics
Staff Directory
- Title:
- Executive Senior Associate AD/Chief Financial Officer
- Email:
- Phone:
- 940-369-8817
- Alma Mater:
- Ball State, 2001
Matt Witty serves as Executive Senior Associate Athletic Director and Chief Financial Officer for University of North Texas Athletics, a position he has held since October 2022.
Witty joined the North Texas staff in May 2017 as Senior Associate Athletic Director for Business Operations, advancing to his current role after five years of building out the department's financial and operational infrastructure. As a member of the athletics department's Executive Leadership team, he oversees Financial and Business Operations, Human Resources, Equipment Services, IT/Communications, and the Women's Soccer program, and serves as the department's primary liaison to the Office of General Counsel on contractual and HR matters. He also sits on the UNT President's Strategic Plan Advisory Board and the UNT Strategic Budget Transformation Technical Committee, and serves as an Advisory Board Member for the UNT Sports Innovation Space.
During his tenure, Witty has played a central role in several of the department's most significant financial milestones, including a $21.5 million stadium naming rights agreement, a 93 percent increase in the department's annual operating budget since FY17, and the strategic planning that led to North Texas's move to the American Athletic Conference.
In summer 2025, Witty was named the College Athletic Business Management Association's (CABMA) Manager of the Year, adding to the department's Inaugural CABMA Innovation Team Award, which he received in 2022 for modernizing the athletics business office. He is also a member of the CABMA Mentor Me Program and a graduate of the Lead1 Institute's 2021 cohort.
Alongside his role at North Texas, Witty has served as a consultant with CarrSports Consulting since 2022, advising institutions on operational reviews and business planning for their intercollegiate athletics departments. He also serves on the Executive Board of Lakeside Aquatic Club, a nonprofit swim club in the Dallas-Fort Worth area.
Prior to North Texas, Witty spent nearly two years at JumpForward, where he oversaw product development, sales, and implementation for the company's finance and inventory management solutions as Strategic Account Manager for Enterprise Solutions.
He began his career in 2001 at San Jose State University, advancing over more than a decade from the athletics business office to Associate Athletics Director for Business and Finance before departing in 2014 to become an Owner/Operator Candidate for McDonald's franchises. His career has also included roles at the University of Wisconsin and Marshall University, spanning both the internal and external sides of athletics administration.
Witty earned his Bachelor of Science in Sport Administration from Ball State University in 2001 and his Master of Science in Sport Marketing and Management from Marshall University in 2008.
He and his wife, Kathy, have two children, Claire and Bryce.
