NOTRE DAME — The sports world is buzzing after word that Indianapolis attorney Jack Swarbrick is expected to be named Notre Dame's new athletic director Wednesday, but some say this big hire could also mean big business to South Bend's economy.

The 54-year-old Swarbrick is an attorney with the Indianapolis based firm Baker & Daniels. He received his undergraduate degree from Notre Dame in 1976, and a law degree from Stanford University in 1980.

Since then, he's spent more than 20 years as a key figure in Indianapolis' sports.

For the past eight years, he's been chairman of the Indianapolis Sports Corporation, where he helped the city become the new home of NCAA, landed several Final Four basketball tournaments, and also helped secure the city's Super Bowl bid for 2012 at the newly constructed Lucas Oil Stadium.

Swarbrick would replace Kevin White, who left Notre Dame in May to take a position as athletic director at Duke University.

Despite the fact that Notre Dame officials refused to confirm or deny the hiring Tuesday, news that of a pending announcement spread quickly on Tuesday.

At the Blue and Gold Shop just off the campus, spirits were high that a turnaround on the field is imminent, after a football season last year that left sales a lot more blue than gold.

"We hurt [last year]," said Joanne Firth, whose family owns the Fighting Irish apparel and merchandise shop. "As with a lot of the restaurants and bars in the area, I think everyone took a hit from the season."

The drop in sales even left the store in the red at the end of the year.

"But things are picking up," said Firth. "There's been a lot of excitement on campus, and a lot more people in the shop."

Firth thinks the hiring of Swarbrick can only help.

"Anything that's going to increase attention and marketing to the team is going to help," she said.

Those familiar with his work in the circle city wholeheartedly agree.

"Through his work, it's really put Indianapolis on the map," said WISH-TV reporter Karen Hensel, who spent six months researching Swarbrick for a series of stories during the city's Super Bowl bid earlier this year. "He believes in legacy. That's what he's really brought and built. He's very smart, very aggressive, and he works quietly behind the scenes, but he gets things done."

Experts say he can do the same thing for the Fighting Irish.

"The contacts and background he has with the NCAA is going to help long term keep Notre Dame on the map," said St. Joseph County Chamber of Commerce Business Growth Director Phil Damico.

But Damico says the impact of an athletic director with Swarbrick's business background and legal credentials will extend far beyond Notre Dame's campus.

From apparel contracts to TV and radio deals, hotel rooms, restaurant reservations and marketing partnerships, blue and gold means big green.

"College athletics is one of the biggest parts of our economy and our business that we have going right now," said Damico. "A lot of people have the misconception that, for 6-7 weekends a year, that's all Notre Dame means to the community. It's significantly greater than that. It's a very vital component to our community and our economic development."

Damico says Swarbrick's biggest mark may be left outside the area.

"When he sells Notre Dame, he sells our community. I think he's going to look at the entire package, and I think that goes beyond athletics. He's going to be able to sell Notre Dame, and sell this community to other people outside our area. And that's going to be the big benefit."

It's exactly what Swarbrick was able to accomplish while leading Indianapolis' Sports Corporation. St. Joseph County has a similar Sports Commission, founded in 2001, and Damico is convinced his presence here will only bolster their successes.

"His impact and input will be invaluable to growing our sports economy," Damico said.

WSBT's calls to Swarbrick were not returned Tuesday.

Notre Dame administrators have scheduled a news conference for Wednesday afternoon to announce the new hire. Stay tuned to WSBT News and WSBT.com for new details.