PITTSBURGH – Allen Greene is set to step into his role as the new athletic director at the University of Pittsburgh on November 1. Even before he officially begins, men’s basketball coach Jeff Capel made it clear what he believes should be Greene’s primary focus.
“NIL and money,” Capel stated emphatically shortly after Greene’s introduction, following the firing of former athletic director Heather Lyke just a few months before the end of her contract.
Greene, who has previously held athletic director positions at both Auburn and the University of Buffalo, inherits a department that is experiencing success in athletics yet is grappling with significant challenges behind the scenes.
Currently, the Panthers’ football team is ranked 19th nationally and boasts a 6-0 record, marking their best start since 1982, with a game against Syracuse on the horizon. Meanwhile, the women’s volleyball team holds the top ranking in the nation, and the men’s soccer team has consistently been among the top five all fall. Under Capel, the men’s basketball program is optimistic after achieving back-to-back 20-win seasons, a feat not accomplished in a decade.
However, the rapidly changing landscape of college athletics—especially regarding athletes’ ability to profit from their name, image, and likeness (NIL)—has raised the stakes on fundraising efforts.
While the Panthers benefit from a robust alumni network, they also find themselves competing for attention in a city dominated by professional sports. Still, Greene is optimistic, stating, “the Pitt community will rise to the occasion when it comes to acquiring talent.”
Another significant challenge for Greene will be the fundraising efforts required for Victory Heights, a $240 million facility intended to be the hub for many of the university’s non-revenue sports, including women’s gymnastics and wrestling. Currently, the athletic department has only managed to raise a small portion of the funds necessary for this ambitious project.
Although Greene refrained from outlining specific strategies to tackle these fundraising challenges, the construction noise from the nearby site of the new building served as a constant reminder of the work ahead.
Greene recognizes the rapid pace of change in the sports world, asserting that what is relevant one day could easily shift by the end of the week. Despite this, he is determined to demonstrate that the Panthers can compete financially within the Atlantic Coast Conference and beyond.
“I despise losing more than I enjoy winning,” Greene declared. “We aim for success. We are dedicated to achieving it. … If anyone thinks it’s impossible, they’re welcome to support another school.”
A former baseball player at Notre Dame, Greene acknowledges the importance of non-revenue sports but was candid about the programs that command the most attention, stating, “Football and men’s basketball will always be the primary focus.” He plans to ensure these programs are not only competitive within their conference but also at the national level.
During his tenure at Auburn from 2018 to 2022, Greene experienced a substantial increase in donor contributions before resigning with several months left on his contract. He spent the last ten months working as the senior deputy athletic director and chief operating officer at Tennessee.
When asked about the reasons behind his fundraising success, Greene expressed his discomfort in discussing the topic but offered a clarification. “I don’t ask for money; I never have. I present a vision, share that vision, and invite people to be part of the journey that comes along with it.”