Joshua LaRosa is in his tenth year at the University of Pennsylvania, and his fourth as the Senior Associate AD, External Operations in 2025-26. He previously spent one year as the Associate AD, External Operations, two years as the Associate AD, Internal Operations and four years as the Assistant AD/Equipment and Licensing.
LaRosa serves as the primary contact for admission and financial aid and oversees all external areas for the Division, including communications, social media, marketing, branding, the Penn Sports Network, and creative and video content. He is the sport administrator for Penn's men's and women's basketball and men's and women's soccer programs. LaRosa also coordinates special projects including the Cathedral of College Basketball Classic, the Philadelphia Big 5 and the upcoming Palestra 100 celebration.
Before his arrival to University City, LaRosa served as the Director of Equipment and Transportation at Georgetown University for four years. LaRosa oversaw equipment operations for all 33 sports.
A native of Groton, Vt, LaRosa graduated from the University of Kansas in 2011. While in Lawrence, he served internships in corporate sponsorship and equipment operations with Jayhawk Sports Marketing (IMG) and Kansas Athletics. LaRosa also served as an assistant coach for the Boys Basketball program at Lawrence Free State High School
After graduation, LaRosa spent two seasons as a graduate assistant in Equipment Operations at the University of Connecticut, working primarily with the men’s and women’s basketball programs. He assisted with all equipment needs, including transportation for games, daily preparation at Gampel Pavilion, and inventory needs relating to all players, coaches, and staff. LaRosa earned his Master’s in Kinesiology, with an emphasis in Sports Administration from UConn in 2012.
