General Managers in NCAA Football
One of the most notable developments is the creation of General Manager roles within college football programs (see my previous post on it here). Traditionally, these duties fell to head coaches and athletic directors, who juggled recruiting, budgeting, compliance, and on-field coaching. The new GM positions aim to centralize many of these responsibilities, allowing head coaches to focus on coaching while a dedicated executive handles roster management, NIL agreements, and administrative logistics. It’s a move that mirrors professional sports, acknowledging that college football is no longer just about X’s and O’s—it’s a complex, multimillion-dollar enterprise.

Turning Programs into Profit-Driven Entities
As football revenues reach staggering heights, there’s a growing sentiment that NCAA programs should be run more like for-profit businesses. We’re already seeing a level of sophistication in marketing, merchandising, and fan engagement that would make any Fortune 500 executive take note. If these programs continue to function as revenue engines, the next logical step might be installing CEOs or high-level executives to oversee operations. After all, why stop at a General Manager when you can have an entire corporate structure dedicated to maximizing profits and brand equity?

The Private Equity Question
This leads to another intriguing question: Will private equity ever enter the collegiate athletics sphere? In professional sports, private equity firms have made waves by investing in teams, stadiums, and related businesses. If college athletics moves closer to a pro model, it’s not far-fetched to imagine these firms eventually eyeing major college football programs as potential investment opportunities. The idea of partial ownership or revenue-sharing agreements between a university and private investors may currently sound radical, but in a world where name, image, and likeness has already upended traditional structures, almost anything seems possible.

Ownership and Governance Dilemmas
Of course, the notion of private equity stepping into a university-owned sports program raises several questions about ownership, governance, and control. Would a private firm have a say in coaching hires, athlete eligibility, or scholarship distribution? Could a large financial stakeholder influence an institution’s academic priorities? These are not trivial concerns. The mission of higher education, which historically underpins college athletics, might clash with the profit motives of outside investors. Balancing these interests would require careful, transparent governance structures—and that’s no small feat.

Pros, Cons, and Cultural Tension
On one hand, a more corporate approach to college sports could lead to greater financial stability, strategic planning, and resources for student-athletes. On the other, it risks turning what was once a unique, educationally anchored experience into a purely commercial enterprise. The tension between amateur ideals and professional realities is already palpable. Adding CEOs and private equity into the mix could intensify that friction, forcing institutions to confront who they are at their core—and whether they’re willing to embrace a fully professional identity.

Implications for Coaches and Administrators
From my perspective as a former coach and current administrator, these changes bring both opportunities and challenges. A dedicated GM could alleviate the immense pressure on head coaches, allowing them to focus on player development and game strategy. Yet, the introduction of corporate-style leadership also means more scrutiny on every decision, from recruiting tactics to budget allocations. Administrators, meanwhile, will need to possess a hybrid skill set that blends business savvy with the nuanced understanding of collegiate culture.

Looking Ahead
The future of collegiate athletics is still unfolding, and it’s more dynamic than any era I can recall. Whether or not private equity jumps in, or if we see a wave of CEOs taking over athletic departments, one thing is certain: college sports is evolving into a highly competitive marketplace that demands professional-level expertise. For better or worse, the days of a head coach wearing every hat are nearing an end. We’re entering a phase where specialized roles, advanced financial models, and corporate partnerships could become the norm. As we navigate this landscape, the key will be to balance the educational mission of our institutions with the undeniable realities of a multi-billion-dollar industry—hopefully without losing the heart and soul that make college sports so special.