The role of the athletic director in modern-day college sports is somewhat outdated. The job as we have known it was mostly about hiring/firing coaches and begging boosters for money.
Not anymore, at least not at USF, where the requirements of that job have grown exponentially.
Trustee Board Chairman Will Weatherford put it this way: “It's about building a competitive enterprise, growing revenue, leading through change, and positioning our university—and our region—on the national stage.”
That’s why the search to replace former Vice President for Athletics Michael Kelly just ticked up several notches. The title he held is going away. USF’s new athletic leader, whomever that may be, will have the title of CEO of Athletics.
“This new title reflects more than a change in language.” Weatherford said in a news release. “It reflects a new era in college sports, and a new vision for USF. In today's world, leading an athletics department is no longer just about managing teams or balancing a budget.”
Interesting memo from USF Board of Trustees Chair Will Weatherford on the school's AD search. He announces they'll be hiring a "CEO of Athletics." Per Weatherford: "It's about building a competitive enterprise, growing revenue, leading through change... https://t.co/KHbeFBmtGB
— Pete Thamel (@PeteThamel) August 5, 2025
I hope USF fans fully appreciate what Weatherford has done for their school. He is just about the best thing this side of Rhea Law to ever grace a leadership position on Fowler Avenue.
Besides being wicked smart, Weatherford – a former Speaker of the House in Florida – knows how to work a room and how to get things done. He has been about three moves ahead of the game since joining the board, and this move is just the latest example.
“We're looking for a leader who understands both the boardroom and the locker room—someone who can drive revenue, elevate our brand, attract top-tier talent, and embrace innovation,” he said.
“Someone who sees the opportunity in USF and isn't afraid to dream big.”
Let’s put extra emphasis on that last sentence.
I started covering USF athletics in the late 1970s and always believed it was a sleeping giant that, frankly, overslept far too often.
The fact that it has taken this long to get construction started on an on-campus football stadium is proof of that.
But when I go to the USF campus now, there is no doubt that the giant is wide awake and doing pushups. There is an electricity there that has been vacant far too long. Kelly deserves much credit for that, despite those who wanted to run him out of town because of Jeff Scott.
Kelly had willing partners in Law as the school president and Weatherford. They weren’t afraid to dream big. Rather than just dreaming, though, they worked to make those dreams happen.
Hiring a CEO with an expanded to-do list is the next logical step.
“Conference realignment has redefined the map of college football. NIL (Name, Image, and Likeness) has opened the door for student-athletes to monetize their brands. And revenue sharing with athletes is upon us. In short, college athletics has moved closer to the business model of professional sports,” Weatherford said.
“To succeed in this environment, USF Athletics must be run like a serious business—because it is one. And it's one with the power to unite our community, inspire pride, and bring national attention to Tampa Bay.”
Weatherford, like the person he seeks to hire, understands the boardroom and the locker room because, as a former football player at Jacksonville University, he has been in both.
“We want our alumni and supporters to know this is a defining moment. Not just for USF, but for the role athletics can play in the life of a great public university,” he said.
“The stakes are higher, the opportunities are greater, and the time to act is now.”
The man means business. Bull-lieve it.