The Varsity The NCAA’s Corporate Makeover
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Jun 8, 2025 Len Perna, founder of TurnkeyZRG, has three decades of experience matching executives in the sports world. He discusses the NCAA's recent transformative settlement and the urgent need for college athletic programs to adopt a business mentality. Perna highlights new hiring trends for athletic directors, emphasizing backgrounds in commercial sectors. He also introduces innovative concepts like a 'college super league' and reimagines football league structures for competitive balance, advocating for that new roles such as 'C.E.O. of Athletics' will emerge.
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Jim Smith's Unique Hire at Maryland
- Jim Smith's unique blend of pro sports and college experience fits Maryland's commercial athletic director needs.
- Maryland's president was willing to take a chance on a non-traditional hire.
Commercial Focus for Athletic Directors
- The athletic director role is evolving toward a more commercial, business-oriented leadership.
- Success now demands expertise in monetizing assets like sponsorships, ticketing, and merchandising.
Presidents Want Independent ADs
- University presidents seek athletic directors who minimize oversight and manage operations expertly.
- Increased campus challenges reduce presidents' bandwidth for athletics involvement.