In the newly created role, Dyer will lead MELT’s work with university athletic departments to identify and advance innovative partnerships within the rapidly evolving college sports landscape.
Veteran business executive and former Auburn University basketball player to lead MELT’s partnerships with college athletic departments
ATLANTA — Sept. 23, 2026 — MELT has named veteran business executive and former Auburn University basketball player Tommy Dyer as Director of Strategic Services. In the newly created role, Dyer will lead MELT’s work with university athletic departments to identify and advance innovative partnerships within the rapidly evolving college sports landscape.
Dyer joins MELT as the agency prepares to kick off the Topgolf Live Stadium Series with its first stop at the University of Georgia, transforming Sanford Stadium into an immersive Topgolf experience during the Bulldogs’ bye week. MELT serves as the executive producer and strategic advisor for the series.
“College sports is in the middle of a historic transformation,” said Vince Thompson, founder, chairman and CEO of MELT. “The NIL era has changed the economics of college athletics, and athletic departments are rethinking how to activate their brands, venues, and fan bases. Tommy understands this world from every angle and is exactly the kind of leader we want to help shape what comes next.”
A former Auburn basketball player, Dyer has more than 20 years of executive and advisory experience spanning strategic growth, mergers and acquisitions, business development, and organizational leadership. As Managing Partner of D.R. Enterprises, he has advised boards and C-suite executives and directed $1.7 billion in M&A transactions. His career also includes executive leadership roles with Red Meters, Hilton Grand Vacations, and API Group.
College athletics has remained a constant throughout Dyer’s life. In addition to his own experience as an Auburn student-athlete, he mentors male athletes transitioning from college sports into the workforce and is a featured speaker with Fellowship of Christian Athletes. His son is currently a student-athlete playing basketball at Spring Hill College.
“College athletics has shaped so much of my life, from my own experience at Auburn to watching my son compete today,” said Dyer. “I’m excited to bring that perspective together with my business experience to help MELT create opportunities that deliver real value for athletic departments, their fans, and their broader communities.”
Dyer and Thompson have known each other for more than four decades, dating back to Thompson’s first client: Dyer’s father.
MELT has a long history of creating first-of-their-kind partnerships at the intersection of brands and college sports. The agency has helped bring to life some of the industry’s most recognizable sports marketing programs, including Aflac’s college football campaigns featuring the Aflac Duck and legendary coach Nick Saban, as well as 19 NCAA Final Fours and eight seasons of ESPN College GameDay. The Topgolf Live Stadium Series builds on that experience, creating a new way for universities to activate their venues and engage fans beyond game day.
Founded in 2000 by Vince Thompson, MELT is an Atlanta-based, award-winning sports, event, and NIL marketing agency. For more than two decades, MELT has worked with leading brands and organizations to create memorable sports and entertainment experiences. MELT’s longstanding relationship with The Coca-Cola Company spans 22 years and includes the joint creation of March Music Madness in 2003.
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