USF Turns to Rob Higgins in Groundbreaking CEO of Athletics Role

USF’s search for someone to fill the newly created role of CEO of Athletics didn’t have to extend beyond the boundary of Hillsborough County.

USF announced that 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.

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.

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.

“As we embarked on this search, it became clear that this moment was different for the University of South Florida.  Our next leader couldn’t just be an athletics director – we needed a CEO of USF Athletics.  In this new era of college athletics, not only is the role about providing a top-tier experience for our student-athletes across all sports, it now requires a business approach to build a competitive enterprise, grow revenue, embrace innovation, lead through change and position our university — and the Tampa Bay region — on the national stage,” Weatherford said.

“Rob Higgins has proven during his time with the Tampa Bay Sports Commission that he isn’t afraid to dream big.  He’ll bring that same ambition to USF, and we’re excited to welcome him back home to lead our next chapter.”

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.

“Rob is a terrific example of the impact our alumni make every day.  Through his tireless efforts over the past two decades, Rob has helped elevate Tampa Bay through hosting events that generate economic impact for our communities, attract thousands of visitors to the area and grow the region’s brand to audiences across the world,” USF President Rhea Law said.

“We’re proud of all his success and look forward to everything he will accomplish as our CEO of USF Athletics.”

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.

After graduating from USF, he worked as a staff member for USF Athletics, helping oversee facilities and event management. He was inducted into USF’s Zimmerman School of Advertising Hall of Fame in 2015 and in May 2025 he received the Distinguished Citizen Award at USF Commencement.

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.

“I never imagined that an opportunity to volunteer as a young boy at USF basketball games would take me down a path to a career of over 20 years serving at the Tampa Bay Sports Commission, and now the opportunity to return to my alma mater as the first CEO of Athletics," Higgins said.

"Cliches are often rooted in some truth, but this truly is a dream come true. I could not be more honored to take on this responsibility and could not be more excited to get started. Go Bulls!"

Rob Higgins?

Check.