College athletic departments are currently facing unprecedented challenges. The frequent player transfers from one season to another, the mounting pressure to secure substantial contracts for top talent, and the imminent distribution of millions of dollars directly from schools to athletes, possibly starting next week, are just a few of the pressing issues. This complex environment demands more than the capabilities of any single coach or coaching team. Thus, the role of the general manager (GM), a concept that emerged nearly two decades ago, has become increasingly essential. These GMs have become pivotal players for schools aiming for conference dominance and national titles. Various academic institutions and professional sports leagues are on the hunt for the right individuals to fill these increasingly critical positions.
Building a successful team involves meticulous strategy and dedication. Moreover, schools have realized that having a well-known figure behind this strategy can be highly beneficial.
The realm of college athletic GMs now features three distinct archetypes: active pro athletes, renowned retirees, and trailblazers. A notable example is Steph Curry, who was appointed as the assistant GM for the Davidson basketball teams. Curry, who had an illustrious college career at Davidson, became the seventh overall pick in the 2009 draft and has since maintained a stellar career with the Golden State Warriors. Curry’s role was established alongside Matt Berman, complementing their joint initiative with an eight-figure fund to support Davidson athletes. Though honorary, Curry’s involvement is vital for recruitment efforts at Davidson.
In a similar vein, Trae Young assumed the assistant GM role for Oklahoma an example of an active professional athlete diving into college sports management. Drafted fifth overall in 2018 after an outstanding freshman season with the Sooners, Young is committed to recruiting and mentoring aspiring athletes. His efforts extend into the summer, where he engages directly with potential recruits, ensuring a hands-on approach that complements his commitments with the Atlanta Hawks.
Another active player, Maxx Crosby, made headlines as the first NFL player to accept a comparable role, returning to his roots at Eastern Michigan as an assistant GM. Crosby’s contributions, such as matching over $135,000 in fundraising, underscore the significant impact professionals can have in collegiate athletics.
Retiree and basketball legend Shaquille O’Neal expands the category of high-profile retirees stepping into GM positions. O’Neal has joined Sacramento State’s men’s basketball team while providing guidance and development for players. His involvement highlights his commitment to shaping not only his son’s team but the future of the program.
Adding diversity to the list is Adrian Wojnarowski, who shifted from being a distinguished NBA reporter to the full-time GM at St. Bonaventure. His approach emphasizes strategic roster building, leveraging his vast experience in sports journalism alongside the operational needs of the basketball program.
Following his NFL career, Andrew Luck has returned to Stanford, taking on a leadership role as the GM of the football program. His experience as a former standout quarterback brings invaluable insights as he oversees major employment decisions including coaching appointments.
Austin Thomas, a true pathfinder, made history as one of the first GMs in the Southeastern Conference, delivering success at LSU football with a championship-winning roster in 2019. His current role involves comprehensive oversight of the team’s multifaceted operations.
Lastly, Rachel Baker makes waves with her appointment to Duke’s men’s basketball team, bringing expertise from her background in Nike and the NBA. Her unique role is designed to optimize NIL opportunities for players, integrating her distinctive perspective gained from years of collegiate sports involvement.
These developments in college sports reflect a revolutionary approach to athletic program management, blending traditional coaching with novel leadership roles that drive strategic success.