Remember the Fundamentals

10 Keys for Navigating Change in College Athletics

Baylor University President Linda A. Livingstone, Ph.D., recently invited three university presidents to join her in sharing their experiences navigating the changing landscape in college athletics in an online webinar: “Remember the Fundamentals: Senior Leadership and College Athletics,” a program partnership between Inside Higher Ed and Baylor University. 

The conversation included University of Georgia President Jere W. Morehead, J.D.; University of Memphis President Bill Hardgrave, Ph.D.; University of St. Thomas President Rob Vischer, J.D.; and was moderated by Sara Custer, editor-in-chief of Inside Higher Ed.

These leaders covered numerous subjects specific to leading through paradigm-shifting changes in college athletics. Ten fundamental takeaways emerged — many of which can be translated broadly to any industry or position of leadership.

 1. Remain mission-centered. When leaders remain focused on the mission of the institution, they set the tone for everyone around them. That end goal more naturally aligns athletic pursuits within the context of the institution’s goals. 

2. Demonstrate interdependence of academics and athletics. Athletics serve as a university’s front porch and draw individuals to the university and the academic pursuits that promote flourishing long after students have graduated. Leaders should see these not as independent areas of focus, but interdependent, complementary qualities.

3. Articulate the value delivered by athletics while investing in the core. In addition to introducing millions of viewers and fans to institutions, athletics bring alumni back to campus in unrivaled numbers, build community and promote affinity. Communicate to stakeholders why this is critical while also demonstrating investment in academic programs that comprise the university’s core mission.

4. Engage your AD in strategic university conversations. The selection of a strong director of athletics who demonstrates excellence in their field while remaining aligned with the mission of the institution is a critical operational element. Regular communication and inclusion in leadership conversations helps all involved maintain a university-level view.

5. Avoid a transactional mindset. In an increasingly transactional field, leaders across campus should avoid a transactional relationship with student-athletes. Instead, focus on their personal development and academic growth beyond their sport, no matter how long a student-athlete is part of the university.

6. Prioritize the student in student-athlete. While changes in athletics cause many to focus on the “athlete,” a focus on the “student” can help institutions move forward with confidence that they are making a meaningful difference in the futures of individuals in their late teens and 20s.

7. Engage with innovation. New generations continually compel institutions to rethink how they engage with students. Rapid change in college athletics accelerates that need. A willingness to innovate and shape resources that recognize the complex world students navigate helps make the most of their time as students.

8. Attend to metrics that matter. The lens through which your institution views NIL investment should promote metrics beyond wins and losses: net tuition revenue, different dimensions of diversity, admissions yields and more. These remain important pieces to help institutions consider the financial impacts of their approach to paying student-athletes.

9. Tell your story. Whether communicating your mission to prospective athletes or administrators or clarifying to donors how an institution chooses to adjust to changes in athletics, leaders must tell a story that clarifies and invites others to discover their role within the university community.

10. Communicate, communicate, communicate. While more vital than ever, it’s a need already familiar to higher ed leaders: clear, clarifying communication to colleagues and constituent groups facilitates all the prior fundamentals. From defining roles to generating understanding and enthusiasm, the need to communicate your institution’s mission and goals and its place in this landscape must never wane.

For more information or to view a recording of the webinar, visit insidehighered.com/events.