Laird Veatch has led Mizzou Athletics through one of the most transformative periods in department history, driving record-setting revenue growth, significant facility investments, competitive success and a renewed commitment to championship excellence during a rapidly evolving era of college athletics.
In recognition of the momentum generated under his leadership, the University of Missouri Board of Curators approved a three-year contract extension for Veatch in May 2026, reaffirming the university's confidence in his vision for the future of Mizzou Athletics.
Since becoming Director of Athletics on May 1, 2024, Veatch has spearheaded a comprehensive strategy centered on Mizzou's "Will to Win" philosophy, positioning the Tigers for long-term success both competitively and financially. During his first two years, Mizzou Athletics increased annual revenue by $14 million to a record $182 million while reducing the department's negative operating balance by 40 percent.
Veatch has overseen a series of transformative initiatives across the department. Most notably, Mizzou broke ground on the Memorial Stadium Centennial Project, a $250 million renovation of the north end zone of historic Memorial Stadium that upon its opening in 2026 will modernize fan amenities, expand premium seating opportunities and preserve the venue's rich tradition.
Recognizing the need to modernize Mizzou's fundraising structure to meet the demands of the new collegiate athletics landscape, Veatch led the reimagining of the Tiger Scholarship Fund into the Mizzou Athletics Fund, creating a more transparent and impactful giving model aligned with department priorities. His staff also launched the Mizzou Leadership Circle, a premier donor recognition program that has attracted hundreds of supporters committed to advancing Mizzou Athletics at the highest level.
Veatch has also enhanced the fan and student-athlete experience through strategic facility and operational improvements across multiple sports. During his tenure, Mizzou introduced new premium seating options for men's and women's basketball, relocated the nationally ranked gymnastics program to Mizzou Arena, implemented significant football parking enhancements and completed facility upgrades that include a new playing surface for soccer, a new outdoor track at Audrey J. Walton Stadium and a new baseball surface at Taylor Stadium.
Competitively, Mizzou Athletics has continued to thrive under Veatch's leadership. During his first two years, the Tigers earned appearances in two football bowl games, two NCAA Men's Basketball Tournaments with 29 teams overall qualifying for the postseason. Over those two years, Mizzou produced four individual NCAA champions, 39 All-Americans and 53 all-conference performers. Under Veatch’s watch, Mizzou Gymnastics and Women’s Golf both recorded the best postseason finishes in program history, finishing third and 12th at the 2025 and 2026 NCAA championships, respectively.
Veatch's inaugural year at Mizzou in 2024-25 was highlighted by a second consecutive 10-win football season, a return to the NCAA Tournament by men's basketball, a national third-place finish by gymnastics and a Sweet 16 appearance by volleyball. Mizzou student-athletes also captured three individual NCAA championships during the year.
During that same year, Veatch guided Mizzou through the landmark House vs. NCAA settlement process, helping position the department to capitalize on emerging opportunities in college athletics while maintaining a strong commitment to student-athlete success. In 2025, he also hired nationally acclaimed women's basketball coach Kellie Harper to lead the Tigers into a new era, and in 2026, hired rising tennis coach Robin Goodman to take over Mizzou’s women’s program.
Fundraising success has been a hallmark of Veatch's tenure. His first year included a record-breaking fundraising performance highlighted by a $25 million commitment to the Memorial Stadium Centennial Project, a transformational gift from longtime benefactor Audrey J. Walton to support major enhancements to Mizzou's track and field and soccer facilities and a total of 13 seven-figure gifts.
Veatch has also prioritized modernizing the fan experience through strategic partnerships that strengthen Mizzou’s business operations and digital engagement. Under his leadership, Mizzou selected Sodexo Live! to reimagine game-day hospitality and premium experiences, partnered with Follett Higher Education Group to operate the Tiger Team Store and enhance retail offerings and launched a new digital ecosystem with WMT Digital featuring a redesigned MUTigers.com, a new mobile app and the FanID platform.
Mizzou student-athletes have also excelled in the classroom and community under Veatch's leadership. The department recorded a single-semester GPA record of 3.44 in Fall 2024 and followed with a 3.40 GPA in Spring 2025. In Spring 2026, Mizzou student-athletes extended their streak of recording a 3.0 cumulative GPA to 19 consecutive semesters. In 2025-26, Mizzou also led the SEC in community service and ranked among the nation's leaders in volunteer hours through community engagement initiatives.
A former football student-athlete at Kansas State University, Veatch is a 25-year veteran of intercollegiate athletics and returned to Columbia after serving as Director of Athletics at the University of Memphis from October 2019 through April 2024.
At Memphis, Veatch oversaw multiple facility projects and renovations, including an indoor football facility, a new tennis center, an Olympic sports weight room and nutrition center and the beginning of a $220 million renovation to Simmons Bank Liberty Stadium. In April 2024, Veatch's innovative approach to name, image and likeness opportunities gained national attention when Fortune 50 company FedEx announced a $25 million investment to create a groundbreaking NIL program benefiting Memphis student-athletes.
Veatch is well known throughout the Mizzou community. He spent five years at Missouri from 1997-2002, including his final three years as assistant athletic director for development, where he directed the department's fundraising efforts and capital campaigns. He later served as general manager of Mizzou Sports Properties from 2003-06 and regional vice president for Learfield Sports in Missouri from 2006-10.
In addition to his time at Missouri and Memphis, Veatch has held leadership positions at the University of Texas, Iowa State University, Kansas State University and the University of Florida.
Veatch returned to his alma mater, Kansas State, in 2010 and held several leadership roles, including deputy athletic director and chief of staff. He later joined Florida as executive associate athletic director for internal affairs from 2017-19, gaining valuable experience within the Southeastern Conference before eventually returning to the SEC as Mizzou's Director of Athletics.
Veatch began his professional career at Texas in 1995 while pursuing a master's degree in sports administration. He assisted in both development and external affairs before earning his master's degree in 1997.
A four-year letterman and team captain at linebacker for College Football Hall of Fame coach Bill Snyder at Kansas State, Veatch earned his bachelor's degree in business administration in 1995. He was a starter on the Wildcats' Copper Bowl and Aloha Bowl teams and received honorable mention All-Big Eight honors as a senior.
An accomplished student-athlete, Veatch was a two-time CFA Academic All-American, a four-time Academic All-Big Eight selection and a Hitachi/CFA Scholar-Athlete.
Veatch and his wife, Brandy, have three daughters, Jordyn, Taylor and Sydney, and one son, Dru.