LOWELL, Mass. – UMass Lowell Director of Athletics Lynn Coutts has announced the promotions of Eric Allen and Sandra Roecker to Deputy Athletic Directors. Both senior administrators have served the River Hawk community for over a decade.
 
Allen has been promoted to Deputy Athletic Director for External Operations and Revenue Strategy. In 18 years at UMass Lowell, Allen has led an external team that has fostered countless partnerships with fans, donors and corporate partners.
 
"Eric is deeply invested in UMass Lowell and works tirelessly to generate revenue that directly supports the student-athlete experience," said Coutts. "His efforts ensure our coaches have the resources they need to compete, while also creating memorable experiences that engage our community and build lasting support for River Hawk Athletics."
 
Allen is responsible for the oversight of the athletic department's corporate partnership, ticketing, communications, marketing and development programs. Under his watch, the department has experienced unprecedented success in the corporate partnership and ticketing categories with annual revenues over $1.5 million annually. The hockey team, which plays in the 6,000 seat Tsongas Center, has ranked consistently in the top 15 in the country in attendance, as well.
 
When UMass Lowell Athletics launched its first ever capital campaign in November 2018 to renovate the Costello Athletic Center, Allen's guidance helped the campaign raise money to successfully complete construction on Phase I of the renovation, which took place in the fall of 2021.  In addition to the campaign, the athletic department has led the way during in the university's annual Days of Giving for the past five years, with over 1,000 donors annually participating. The department now boasts an annual donor base of over 2,000, generating well over $1 million per year. In 2025, UMass Lowell Athletics partnered with Epigram Brewery to launch Rowdys House Lager to further build the brand and unlock additional revenue streams.
 
"I am excited for this new opportunity and to continue to be part of a great department and university that cares deeply about the student-athlete experience," commented Allen. "I look forward to working closely with Lynn to continue to formulate and execute strategies to maximize revenue from various sources. We have had great success building strong relationships with our corporate partners, donors and our season ticket holders, and we will continue to make this a priority as our foundation, while we explore additional opportunities."
 
Roecker, who arrived at UMass Lowell in 2014 with a wealth of experience in Division I athletic administration, has been promoted to Deputy Athletic Director, SWA/Sport Administration. In her role, she has oversight of internal operations with areas that include compliance, sports performance, facilities and games management, and athletic healthcare.
 
"Sandie's promotion to Deputy Athletic Director reflects her exceptional leadership in managing policy transitions and strengthening our department's operations," said Coutts. "Her organizational skills, commitment to our student-athletes and dedication to excellence have been key to the continued success of UMass Lowell Athletics."
 
During her tenure at UMass Lowell, Roecker has led the charge to improve the NCAA compliance policies and protocols and the communication with several campus liaisons.  She created a proactive eligibility system for continuing students, restructured the athletic scholarship process, and organized departmental meetings to improve communications, in addition to overseeing the completion of several annual NCAA reports. Roecker has also served as the sport administrator for many of the department's programs throughout the years, currently working with men's and women's soccer, field hockey, cross country/track & field and women's basketball.
 
"I want to thank our Athletics Director Lynn Coutts and our campus administration for this new role," stated Roecker. "I am excited to take on bigger challenges and continue to contribute to our department's and university's success.  I will use the experience I have gained during my time at UMass Lowell and over the past few years being a member of various NCAA and America East Conference committees to assist in moving us forward in this new NCAA landscape that will enhance our coaches' and student-athletes' experience here."
 
Roecker is also the athletic department liaison with the UMass Lowell offices of Financial Aid, Student Conduct, Residential Life, Equal Opportunity & Outreach and Title IX. In addition to being an active member on various campus committees, Roecker is also active within the America East Conference and at the national level. She served as the chair of the league's SWA Committee from 2017-19 and is currently on the America East Health & Safety Committee, the Time Obligations Working Group and the Woman of the Year Committee. Roecker was also a member of the NCAA Division I Softball Committee for three years (2022-24) and the NCAA Division I Field Hockey Committee for one (2024).