Amy Reis, NCAA Director of Women’s Basketball Championships & Alliances

Amy Reis stands as a towering figure in the world of collegiate sports, a woman whose passion for basketball and knack for leadership have propelled her to the prestigious role of NCAA Director of Women’s Basketball Championships & Alliances. As of March 31, 2025, her career reflects a remarkable blend of athletic roots, marketing expertise, and a relentless drive to elevate women’s basketball on a national stage. From her days as a student-athlete to her current position shaping the future of NCAA championships, Reis’s story is one of dedication, resilience, and a deep commitment to empowering the next generation of players and fans alike. Let’s dive into the vibrant chapters of her life, tracing the path that led her to become a pivotal force in collegiate athletics.

Early Life: A Spark Ignites in Nebraska

Born and raised in the heartland of America, Amy Reis grew up in Nebraska, a state known for its strong community ties and love for sports. While specific details about her childhood remain private, it’s clear that her formative years were steeped in an environment where teamwork and competition thrived. Basketball, in particular, captured her imagination early on, setting the stage for a lifelong connection to the game. As a young girl, she likely spent countless hours on local courts, honing her skills and dreaming of a future tied to the sport she loved.

Reis attended the University of Nebraska at Kearney, where her journey as a student-athlete truly began. Joining the Lopers’ women’s basketball team, she wasn’t just a player she was a competitor who brought energy and determination to every game. Though her on-court stats aren’t the stuff of headlines, her time at UNK shaped her in profound ways. She graduated in 2004 with a bachelor’s degree in journalism and public relations, a choice that hinted at her future knack for storytelling and brand-building. Those college years weren’t just about dribbling and shooting; they were about discovering a passion for the broader impact of sports a spark that would guide her career for decades to come.

First Steps in Sports Administration: Eastern Illinois and Beyond

After hanging up her sneakers, Reis didn’t stray far from the hardwood. In 2005, she took her first professional leap as the Director of Marketing and Promotions at Eastern Illinois University. For three years, she immersed herself in the world of collegiate athletics, crafting campaigns that boosted school spirit and drew crowds to games. This role was her proving ground, where she learned the ropes of sports marketing and event management skills that would later define her career. It was here, amid the buzz of Panther games, that Reis began to see the bigger picture: sports weren’t just about competition; they were about connection, community, and celebration.

In 2008, Reis’s talents caught the eye of the NCAA, marking the start of a transformative chapter. Joining the national office in Indianapolis, she stepped into the Brand Strategies and Events team, a role that thrust her into the heart of collegiate championships. Over the next seven years, she served as the branding, marketing, and on-site account coordinator for a slew of high-profile events Division I women’s volleyball, the Women’s College World Series, Division I men’s lacrosse, the Football Championship Subdivision, and the Division II National Championships Festival. Each assignment was a masterclass in logistics, creativity, and leadership, as she worked tirelessly to ensure every event shone brightly for athletes, fans, and stakeholders. “My prior work experiences at the NCAA truly molded me as a sports professional,” Reis once reflected, a testament to how those years sharpened her vision and ambition.

A Leap to the West Coast: Conference Leadership

By 2015, Reis was ready for a new challenge. She left the NCAA to join the West Coast Conference (WCC) as Associate Commissioner for Championships and Sports Administration. Based in the Bay Area, she took on a senior management role that demanded both strategic oversight and hands-on execution. Overseeing all 11 WCC championship events including the lucrative Men’s and Women’s Basketball Championships, which raked in over $1.8 million in 2018 Reis proved her mettle as a leader. She wasn’t just managing budgets and schedules; she was shaping the conference’s identity, serving as the primary liaison to the Championship and Sports Administration Cabinet, and driving initiatives in branding, marketing, and personnel management.

Her time at the WCC was a whirlwind of growth and impact. Colleagues praised her ability to juggle fiduciary responsibilities with a creative flair, ensuring every event was a seamless blend of competition and spectacle. “I want to acknowledge and thank my colleagues at the West Coast Conference for my recent experiences in college sports,” Reis later said, hinting at the profound influence this chapter had on her. It was a proving ground that prepared her for an even bigger stage one she’d return to with renewed purpose.

Back to the NCAA: A Homecoming with Purpose

In September 2018, Amy Reis came full circle, rejoining the NCAA as Director of Women’s Basketball. This wasn’t just a job it was a calling. Returning to Indianapolis, she took the helm of national marketing and brand management efforts for NCAA women’s basketball, tasked with aligning strategies across the sport’s sprawling ecosystem. Under the leadership of NCAA Vice President of Women’s Basketball Lynn Holzman, Reis found herself at the forefront of a movement to amplify the game’s visibility and prestige. “To have the opportunity to return to the collegiate national governing body… positions me to further leave an impact nationally on the experiences of student-athletes,” she said at the time, her words brimming with excitement and resolve.

Her role quickly evolved, and by 2025, she held the title of Director of Women’s Basketball Championships & Alliances. It’s a mouthful, but it captures the scope of her influence overseeing the planning, execution, and promotion of the NCAA women’s basketball championships, including the iconic Final Four. From designing jaw-dropping courts (like the one unveiled for the 2024 Final Four) to forging alliances with key stakeholders, Reis has become the architect of some of the sport’s most memorable moments. “She will work closely with the key stakeholders throughout the women’s basketball community to develop a long-term shared women’s basketball brand strategy,” Holzman noted, a nod to Reis’s ability to bridge vision and action.

Leadership Style: A Blend of Heart and Hustle

What sets Amy Reis apart isn’t just her resume it’s her approach. As a former student-athlete, she brings a player’s perspective to the boardroom, understanding the sweat and dreams that fuel every jump shot and buzzer-beater. “As a former student-athlete, I am grateful to be able to give back to a sport which positively sculpted me on and off the court of play,” she’s said, a sentiment that echoes in her work. Colleagues describe her as a collaborative force someone who listens, inspires, and gets things done. Whether she’s negotiating with sponsors, rallying staff, or dreaming up ways to pack arenas, Reis blends heart and hustle in a way that’s uniquely her own.

Her tenure has coincided with a golden era for women’s basketball. With stars like Caitlin Clark and Angel Reese drawing record crowds and TV ratings, Reis has seized the moment to push the sport forward. She’s championed initiatives to enhance fan experiences, boost media coverage, and ensure the championship stage reflects the game’s growing stature. The 2024 Final Four court reveal, a sleek masterpiece of design, was a testament to her flair for blending tradition with innovation a court that didn’t just host games but told a story.

Personal Life: The Woman Behind the Title

While Reis keeps her personal life out of the spotlight, it’s easy to imagine her unwinding with the same passion she brings to work perhaps catching a game, cheering on her beloved Lopers, or spending time with family and friends in Indianapolis. Her Nebraska roots likely keep her grounded, a Midwestern sensibility that balances her high-octane career. Whatever drives her off the clock, it’s clear that basketball remains her north star a thread that ties her past to her present.

Legacy in the Making: Shaping the Future

As of March 31, 2025, Amy Reis is in her prime, steering NCAA women’s basketball into uncharted territory. Her journey—from a scrappy player in Kearney to a visionary leader in Indianapolis is a masterclass in perseverance and purpose. She’s not just managing championships; she’s building a legacy, one that will inspire countless young athletes to chase their dreams, on and off the court. “I fully recognize it is a privilege to serve in this leadership capacity,” she’s said, and that privilege shines through in every decision she makes.

For fans, players, and aspiring sports professionals, Amy Reis is more than a name on an org chart she’s a beacon of what’s possible when passion meets opportunity. As women’s basketball continues its meteoric rise, Reis stands at the helm, ready to write the next chapter. And if her track record is any indication, it’s going to be a blockbuster.