PLANO, Texas – Collegiate marketer Learfield Sports recently named T.A. Iadevaia to vice president, financial planning and analysis, a newly created position in the company’s North Texas headquarters.

Iadevaia has been deeply rooted in the Dallas-Fort Worth business community for more than 20 years, having most recently served as principal for financial consulting firm, Riveron Consulting. Prior to that, he served five years with Dean Foods’ Morningstar division in various leadership positions including director, sales strategy and director of decision analytics. Additionally he served over 12 years as senior group manager at Frito-Lay and nearly five years as a senior financial analyst at American Airlines.

T.A. IadevaiaAt Learfield, Iadevaia will be integral to the company’s robust sports business as it continues to grow. He will be responsible for expanding Learfield’s business analytics across multiple operational areas and will report to CFO Matt Hupfeld.

“T.A. will be a tremendous addition to Learfield as we continually strive to refine and expand our internal management and reporting operations,” said Hupfeld. “Clearly he brings a wealth of senior-level experience from well-respected companies right here in DFW, and we’re looking forward to tapping into his business acumen and talent.”

Within the community, Iadevaia is actively engaged with numerous non-profit organizations. He has volunteered with Habitat for Humanity nearly 20 years; North Texas Food Bank more than five years; and Genesis Women’s Shelter more than two years. He earned his undergraduate from the University of Tulsa, and MBA from Vanderbilt.

“I’m thrilled for the opportunity to be part of such a tremendous team and look forward to working with and supporting our business partners,” said Iadevaia.

Learfield Sports manages the multimedia rights for nearly 100 collegiate properties and has more than four decades of developing trusted relationships with some of the most revered institutions and associations in the world of college sports. It also titles the prestigious Learfield Sports Directors’ Cup with award co-founders NACDA and USA Today. To learn more about its history, job opportunities, and owned businesses in professional ticketing and concessions; licensing and trademark consulting; web solutions; and venue signage and technology, visit