The Royals have hired longtime Diamondbacks exec Cullen Maxey as their president of business operations. Maxey will start on Nov. 10 and oversee all departments except for baseball operations.
“I really never dreamed of a more perfect fit,” Maxey told SBJ Monday.
Maxey, who held a dual role in Arizona as EVP/Business Operations and Chief Revenue Officer, had been with the D-backs since November 2006. His tenure in Arizona spanned 20 years and 19 seasons. He oversaw all revenue-generating and fan-facing departments for the last 16 seasons.
Maxey said he was 95% sure he’d never leave the D-backs. But his wife Brenda is from the Midwest, and a lot of her family remains in the area. Plus, his children are out of the house and in college. So when he was contacted about the Royals opportunity, the timing was right. Maxey said Arizona is also in a strong position to find his successor.
Brooks Sherman, who had been in the president of business operations role for the last three seasons, will become the Royals’ president of real estate development, with his focus being the Kansas City’s future ballpark and the mixed-use development surrounding it. The team’s lease at Kaufman Stadium expires at the end of the 2030 season.
Sherman has been heavily involved in the team’s search for its next ballpark location, with the Royals exploring options in Missouri and Kansas. Like many MLB teams, the Royals also desire a mixed-use development like The Battery in Atlanta to generate additional revenue.
Maxey looks forward to the challenge of transitioning venues.
“You just rarely in your career have an opportunity to be part of something like this,” Maxey said. “I’ve been planning for this and thinking about the ways to integrate our partners and our community into what we do and what we create, there’s no doubt about it, and that’s the most exciting part for me.”
Maxey did not know Royals Chairman & CEO John Sherman before the hiring process began, but “his vision for the stability of the franchise and some of his plans that are going to follow to create that were truly inspiring.”
John Sherman explained why Maxey’s hire was important.
“Cullen’s proven leadership and relevant experience will fit the organization strategically, operationally and culturally,” John Sherman said. “This also allows Brooks to focus on our next home and the surrounding mixed-use development that will help define our future. I’m grateful for Cullen’s trust and confidence, and know that along with what JJ Picollo is building in baseball operations the Royals are moving in the right direction.”
With Maxey at the helm, Arizona’s Corporate Partnerships team achieved revenue growth in 14 straight seasons prior to the pandemic. And that continued post-COVID, including an all-time high achieved in 2025.
The D-backs also secured their first jersey patch sponsorship with Avnet in 2023, which was done in-house. They also went under MLB’s TV umbrella that same year. The new structure, which includes, linear and over-the-air broadcasts and direct-to-consumer streaming, more than doubled local viewership and attracted over 50,000 subscribers.
Maxey’s other successes as a member of the Senior Leadership Team including the retail sportsbook and online sports betting sponsorship with Caesars Entertainment, Arizona Diamondbacks Events & Entertainment, the Legends Entertainment District and restaurant and health club business sponsorships.
“It’s been a little nerve-racking, that combination of excitement and then the feelings and emotions that are involved with leaving what I’ve been part of building,” Maxey said.
Elevate did the search.
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‘ Some details of this article were extracted from the following source www.sportsbusinessjournal.com ’
