HICKORY, N.C. — Lenoir-Rhyne University Athletics has announced the addition of Tommy Shores as the department's new Associate Athletic Director for Athletic Revenue, Philanthropy and Partnerships.

Shores will lead LR's efforts to expand athletics revenue generation in conjunction with the rollout of the athletic department's new five-year strategic plan. He will oversee a new model which focuses on the Bears Club as the foundational base, corporate partnerships and hospitality, sport-specific giving, NIL opportunities, and major gifts.

"We are excited to welcome Tommy Shores to the Lenoir-Rhyne Athletics family," said Vice President for Athletics Daron Montgomery. "His leadership acumen and relationships within the community will be instrumental as we continue to grow the LR Athletics brand and strengthen our connections throughout the Hickory and Unifour region. Tommy will play an important role in identifying new opportunities to generate revenue and support our student-athletes and coaches, while positioning LR Athletics as the premier NCAA Division II athletics program in the Southeast.

Shores will also assist LR athletics with strategic planning, fundraising initiatives and special projects. Additionally, he will work with Lenoir-Rhyne's external NIL Collective to maximize fundraising activities, strengthen community engagement and support continued growth.

"I am so happy to be part of the LR family," said Shores. "The leadership of Dr Summer McGee and AD Daron Montgomery attracted me to the position initially, but the quality of the staff, coaches, faculty and students have convinced me that this is a great place to be."

Born and raised Hickory, Shores joins Lenoir-Rhyne after a highly successful career in the furniture industry, which spanned more than thirty years.

His grandfather, Robert Merritt "Pat" Shores, served as the Athletic Director at Lenoir-Rhyne in from 1937-42 before leaving to serve the United State Navy in World War II.
Shores serves on the Board at the Asheville School and is a former board member of the Hickory Foundation YMCA.

Tommy Shores and his wife, Rachael LeClair, live in Hickory where they have raised two daughters, Maly and Audrey and one son, Peter.