Right Time. Right Place. Right Wins.
South Dakota State Athletics did not arrive at national relevance by accident. It was built patiently, intentionally, and with a clear sense of identity under athletic director Justin Sell, who arrived in Brookings in 2009 just as the Jackrabbits were completing their transition from Division II to Division I.
Sell is quick to redirect praise. He points to presidential leadership, coaches, campus partners, donors, and a statewide fan base that deeply believes in South Dakota State University’s mission. He emphasizes timing, alignment, and shared belief more than any single decision or moment.
Yet through championship runs, record fundraising years, and transformative facility projects, one constant has grounded his leadership.
Family.
“At the end of the day, it’s great to be surrounded by family,” Sell said. “When you hold one of those grandkids in your arms, you realize there are much bigger things in life. All is right in the world.”
That perspective has shaped not only how Sell leads, but how South Dakota State Athletics has grown into one of the most stable and respected athletic departments in the FCS.
Seeing the SDSU Potential
When Sell arrived at South Dakota State, the Jackrabbits had only recently become eligible for NCAA championships. The move to Division I was complete on paper, but the infrastructure and business model lagged behind the ambition.
“What really drew me here was the potential,” Sell said. “From a people standpoint, from academics, from pride in the school and the state, all of that was already here. The challenge was more on the business side.”
Facilities were aging. The football stadium was nearing 50 years old. Frost Arena was more than four decades old. There was no indoor practice space, a major limitation in a northern and colder climate.
The early years required patience and trust. Sell and his team needed wins to align with donor confidence, and donor confidence to align with the long-term vision. Progress came incrementally, then all at once … with no plans to stop.
The Facility Cornerstones
The turning point came in 2014 with the completion of the Sanford-Jackrabbit Athletic Complex, a $32 million indoor facility privately funded in its entirety.
The building was massive by any national standard. At 147,000 square feet, it featured an eight-lane 300-meter track, multiple pole vault and long jump runways, and year-round access for every sport.
“That building impacted every student-athlete,” Sell said. “And symbolically, it mattered just as much. Our campus has invested heavily in residence halls, academics, and the student union building. Athletics needed to match that.”
From there, the momentum accelerated. Dana J. Dykhouse Stadium opened in 2016. Basketball practice facilities followed in 2018 as the first phase of Frost Arena’s transformation. A nationally elite wrestling facility opened in 2023. The fully renovated First Bank & Trust Arena debuted in 2024 after a $70 million project anchored by a $20 million lead gift. They will start construction on a new on-campus women’s soccer stadium in the spring of 2026.
In total, South Dakota State has invested more than $200 million into athletic facilities during Sell’s tenure, with nearly all of it raised privately.
“That doesn’t happen without a special donor base,” Sell said. “Every time they invested, we exceeded expectations. And when you do that, they want to do more.”
A Statewide Identity
Brookings may be a town of roughly 25,000, but South Dakota State Athletics is not a small-market program.
As the state’s land-grant institution, SDSU draws students and alumni from every county in South Dakota. That reach has fueled fundraising growth and sustained engagement far beyond the immediate community.
“We have responsibilities to the entire state,” Sell said. “Our donor and fan base understands that. They’re investing in something bigger than themselves.”
That philosophy has produced remarkable consistency. Over the last 10 years, the Jackrabbits have set annual records in fundraising, ticket sales, and corporate sponsorships. The department’s one-day scholarship auction surpassed $1 million eight years ago. It has since doubled, reaching $2.55 million in 2025.
Equally important, Sell has avoided a transactional approach to fundraising.
“I’ve never pushed a piece of paper across the table,” he said. “It’s about listening. Some people care about scholarships. Some care about facilities. Some want to support operations or even name, image and likeness opportunities. When donors feel seen and valued, they invest with complete confidence.”
Winning Broadly and Honestly
Championships have followed the investment. South Dakota State football has won multiple national titles and remains a perennial playoff presence. Men’s and women’s basketball have combined for 20 NCAA Tournament appearances. Volleyball, wrestling, soccer, softball, baseball, men’s golf, and track/cross country have all thrived and advanced into postseason play.
Just as notable is what has happened in the classroom. Jackrabbit student-athletes represent more than 70 majors, including engineering, nursing, pharmacy, and business. The department’s cumulative GPA has hovered near a 3.4, with a record 3.41 posted in 2023-24.
For Sell, those outcomes are inseparable.
“The pursuit of a meaningful degree is number one,” he said. “Winning matters. Competing broadly matters. Representing this university the right way matters. Those things are not mutually exclusive.”
That approach has resonated with recruits and coaches who are drawn to what Sell calls an “invested experience” rather than a transactional one.
“We’re very clear about who we are,” he said. “If you like it, you’ll love it here. If not, that’s okay. But the people who come here want to stay and build something.”
Defining Moments
Over 17 years, Sell points to four moments that elevated the university far beyond athletics.
In March 2012, both the men’s and women’s basketball teams earned NCAA Tournament bids on the same day, with the men advancing for the first time in program history.
In September 2016, SDSU opened Dana J. Dykhouse Stadium with a Luke Bryan and Little Big Town concert that drew more than 23,000 people, effectively doubling Brookings’s population for the weekend.
In October 2019, ESPN’s College GameDay broadcast live from campus ahead of the Dakota Marker game, putting South Dakota State on a national stage in front of more than 1.7 million viewers.
And in Frisco, Texas, when the Jackrabbits defeated North Dakota State for a national championship, the impact rippled across the state.
“You could absolutely feel and see it,” Sell said. “Applications. Bookstore traffic. Visibility. Those moments changed our trajectory. The big thing is we kept the momentum going with our campus and community partners.”
Recruiting the Right Way
Sell’s recruiting pitch to coaches and student-athletes centers on connection and development.
“We talk about helping people understand that their full potential is larger than what they think it is today,” he said. “That’s where growth happens. That’s where championships come from.”
He describes South Dakota State as a developmental program that values education, invests deeply in people, and plays the long game.
“We play the infinite game,” Sell said. “It’s not about winning today at the expense of tomorrow.”
That philosophy has proven resilient even amid the turbulence of NIL, transfer rules, and the broader commercialization of college athletics. South Dakota State entered the NIL era with limited activity and no Alston funding beyond modest cost-of-attendance support. The results did not suffer.
“We’ve had the deepest rosters we’ve ever had,” Sell said. “And we won at the highest levels.”
Family as Foundation
Away from the office, Sell’s life revolves around family. Three of his four children live nearby. Three grandchildren are growing up in Brookings, attending games and wearing Jackrabbit blue and yellow.
His sons graduated from SDSU and worked summers on the athletic facilities crew, painting lines, mowing fields, and preparing venues. His daughter lives in Louisville, Kentucky, and doesn’t miss a broadcast. They are Jackrabbits in every sense.
“That matters here,” Sell said. “Our community wants you to be a dad and a grandpa. They want you to be present outside the workplace.”
The energy of family life, he says, fuels his leadership.
“I come home from tough days, tough weeks, and everything disappears when you pick up one of those grandkids,” he said. “That perspective keeps you grounded.”
What Comes Next
Sell is not finished. At 17 years in Brookings, he remains energized by what lies ahead.
“The next four or five years could determine what we look like for the next 25,” he said. “Especially with football and what’s happening nationally.”
That future includes unavoidable realignment conversations across college athletics. Sell approaches them with caution and clarity.
“Our job is to be the best version of ourselves,” he said. “If you get distracted chasing something, it’s hard to know what moving up or sideways even means anymore.”
South Dakota State values its rivalries with fellow Dakota schools, as well as with Montana and Montana State. The Summit League is good competition. Geography remains a challenge. Competition and relevance remain the priorities.
“We want to play at a level our fans care about,” Sell said. “That engagement matters.”
He believes the landscape will clarify over the next three to four years. When it does, South Dakota State intends to be prepared rather than reactive.
“You can’t have an independent contractor mentality right now,” he said. “It’s going to take all of us staying together and staying true to who we are.”
The Right Formula
Right time. Right place. Right wins.
At South Dakota State, those elements aligned under a leader who understood that success is not just measured in banners or balance sheets, but in people, relationships, and purpose.
Through it all, Justin Sell has kept his compass steady.
Family first. Values intact. Future ready.
And in Brookings, the Jackrabbits continue to prove that doing things the right way still works.
