USF’s search for someone to fill the newly created role of CEO of Athletics reportedly didn’t have to extend beyond the boundary of Hillsborough County.
Numerous outlets are reporting that Tampa Bay Sports Commissioner Rob Higgins is the choice, and it is a home-run hire in every sense. In giving credit where due, I first read it in Collin Sherwin's piece in the Bay Area Examiner.
There was no immediate confirmation from USF, but this appears to be a runaway train.
USF has hired new CEO for Athletics/Athletic Director Tampa Bay Sports Commission executive director Rob Higgins, sources told @On3sports. A USF graduate & Tampa native, Higgins has been w/sports commission since 2004. He has brought dozens of national events to Tampa Bay,…
— Brett McMurphy (@Brett_McMurphy) September 9, 2025
Since he was hired in 2004, Higgins has built the TBSC into a national brand for its excellence at handling events like the Super Bowl, the NCAA Women’s Final Four, College Football championships, Frozen Fours, Women’s Volleyball Finals, and many more.
He checks every box.
Local person with deep roots in the community? Check.
Strong ties to USF? Check. He graduated from USF and was a manager on the men’s basketball team under Bobby Paschal and Seth Greenberg.
His relationships nationwide will help immensely when the next round of conference expansion and realignment occurs.
Besides all that, he is just one hell of a human being. If you can’t get along with Rob Higgins, you need to reassess your life.
Sources: USF is targeting Rob Higgins as the school’s new CEO of Athletics. There's strong mutual interest, and a deal is expected to be come together in the upcoming days. He’s a USF grad who has been the Tampa Bay Sports Commission Executive Director since 2004. pic.twitter.com/z7Vr7RWyfd
— Pete Thamel (@PeteThamel) September 9, 2025
Just over a month ago, USF Trustee Board Chairman Will Weatherford announced the athletic department would take a different approach when looking for a successor to former VP for Athletics Michael Kelly.
“It's about building a competitive enterprise, growing revenue, leading through change, and positioning our university—and our region—on the national stage. This new title reflects more than a change in language,” Weatherford said then.
“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.”
On the managing teams part, Higgins will have plenty of help from a top-notch staff.
“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,” Weatherford said.
“Someone who sees the opportunity in USF and isn't afraid to dream big.”
It almost sounds like the job was designed with Higgins in mind. If so, it was a brilliant stroke of planning.
Congratulations to @RHiggins_TBSC ! An incredible choice to lead USF Athletics! https://t.co/t5q4ImYwPN
— Mike Stuben (@Mike1625) September 9, 2025
It won’t be long before universities with major athletic programs will study this bold step by USF. I’d say this is the wave of the future, except for the Bulls the future is now.
“Conference realignment has redefined the map of college football. NIL 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.”
Rob Higgins?
Check.