North Carolina’s head coach Hubert Davis is set to implement staffing changes within the esteemed men’s basketball program, which includes the addition of a general manager to assist in navigating the complexities of the modern athletic landscape where players can capitalize on their public persona.
During a recent radio broadcast, the fourth-year coach outlined his intentions to bolster the support staff as the Tar Heels face the possibility of missing the NCAA Tournament for the second time in just three years.
“The traditional model for Carolina basketball simply isn’t effective anymore,” Davis remarked, indicating that previous frameworks predominantly relied on coaching staff. “It is no longer sustainable. We need to expand, particularly with the myriad factors at play today, such as NIL, the transfer portal, agents, and international players.”
Davis stepped into his role in 2021 at a time marked by increased player mobility facilitated by the transfer portal and the opportunity for players to earn revenue through endorsements tied to their name, image, and likeness (NIL).
In response to these evolving dynamics, many college programs are enhancing their staff structures, resembling mini-professional organizations with various roles like “player personnel” or scouting. Notably, North Carolina has made headlines with the hiring of new football coach Bill Belichick and former NFL executive Michael Lombardi for the general manager role.
The specific responsibilities of these positions may differ among institutions, but a notable commonality is emerging: managing a significant college sports program today extends beyond what a conventional coaching staff can feasibly handle. Several collegiate teams, such as Duke, have also hired general managers, with newly appointed Jon Scheyer bringing on former Nike and NBA staff member Rachel Baker as one of his initial hires after succeeding the retired Hall of Famer Mike Krzyzewski in 2022. Initially, Davis chose not to appoint a general manager when he stepped in for another legendary coach in Roy Williams, but his experiences have shifted his perspective.
“I recognize the need to expand the staff,” Davis acknowledged. “I never predicted that in the four years since I accepted this position, I would conclude that a general manager is essential.”
“There are so many responsibilities at play, from ownership roles to fundraising, and of course, coaching basketball. It’s imperative that we hire a GM. We need someone dedicated to marketing and fundraising for NIL and other program necessities. A video coordinator with expertise in graphics, and a recruiting coordinator are also necessary. We have a lot of rebuilding to do, whether through new hires or graduate student assistance.”
These forthcoming adjustments could bring much-needed stability to a program that has experienced considerable fluctuations during Davis’s four seasons. His initial squad surged during the closing stretch of the campaign, impressively reaching the NCAA championship game. However, this was followed by the unexpected outcome of becoming the first preseason No. 1-ranked team to miss the NCAA Tournament.
Last year, North Carolina managed to top the Atlantic Coast Conference regular-season standings and achieved a No. 1 seed in the NCAA Tournament. Yet as the current season unfolds, the Tar Heels (13-10, 6-5 ACC) find themselves in a precarious position, having lost four of their last five contests as they approach an upcoming match against Pittsburgh.
