CEDAR FALLS - When the university of Northern Iowa football team visits Brookings, S.D., in late October, Justin Sell said he'll be a "little torn" on what tailgate party to attend.

Sell won't be conflicted on which team he wants to win the game.

The 40-year-old Sell, who has worked in the UNI athletic department since 1999 - including most recently as the senior associate athletic director - was named the new athletic director at South Dakota State Thursday.

"It's one of my dreams come true," Sell said Thursday night. "There aren't many times in your life you get a chance to advance yourself professional. It's a great move for my family, and that was important to me."

Sell replaces longtime athletic director Fred Oien, who retired earlier this year. He inherits a Division I athletic program with 21 varsity sports and an annual budget of approximately $10.5 million.

South Dakota State, which made the transition from Division II to I recently, competes in the Missouri Valley Football Conference and Summit League. Sell arrives at a challenging time for the Jackrabbits, with issues that include facility upgrades and the state of the men's basketball program.

"It's important I get out and meet as many people early on," said Sell, who starts his new position May 29. "I've got to develop relationships and build that trust to sell a vision to be able to do the fundraising necessary.

"I've really got to ramp that up."

Sell believes his experiences at UNI will greatly aid him at SDSU.

"UNI gave me the opportunity to be involved in about every area of athletic management," he said. "With the building of the McLeod Center, dealing with the Board of Regents and all the community work I've been able to do over the last nine years, it's really helped prepare me for this.

"The experiences at UNI were critical in me even having a chance for this."

Sell's wife, Jennifer, is an academic adviser at UNI. They have four children - Abbie, Zach, Josh and Eric.