All right, buckle up, because college sports just got a makeover that feels like a sequel nobody asked for but everyone’s stuck watching. Remember when the biggest worry for college coaches was whether Johnny could hit a free throw or if the team had enough Gatorade? Ha! That was the good old days. Now? The entire athletic department is basically a high-stakes soap opera where players bounce around like ping-pong balls in a blender set to “transfer season” mode—again. Top talent is demanding contracts that sound like Hollywood movie deals, and schools are figuring out how to funnel millions of dollars directly to athletes, probably as soon as next week.
Enter The General Manager—a figure so loaded with mystique and fabulous responsibility it makes your average coach look like a chump stuck selling bottled water outside the arena. Yep, this isn’t a brand-new job (it’s been lurking around for almost 20 years), but suddenly, it’s the hottest position in college sports. Everyone wants a GM. They demand one. And it’s not just about managing the roster anymore, it’s about concocting magic that gets you a championship, cash, and a stack of Instagram followers all at once. What began as a business-school buzzword is now the secret weapon for any program desperate to stay relevant in this chaotic, cash-fueled jungle gym.
Before your head explodes, let’s break down this new breed of GM types stomping across the college sports landscape:
The Celebrity GM: Steph Curry
First off, Davidson decided to throw some serious cool dust on their basketball teams by hiring Steph Curry as assistant general manager for both men’s and women’s squads. Yes, that Steph Curry. The three-point rainmaker who basically redefined what it means to shoot hoops. He was *their* guy before he became an NBA icon for the Golden State Warriors.
Now, Steph isn’t exactly clocking in for daily office hours. Nope, this title is honorary—a volunteer gig linked to flipping an eight-figure fund he helped start to support Davidson athletes. Honestly, it’s like Steph’s name alone is a mega-magnet for recruits who think, “Hey, if Steph once rocked this program, maybe I can too.” Davidson’s basketball GM Austin Buntz couldn’t be clearer: “Can’t overstate what his career has done for the program and college.” Translation: Steph = recruiting gold.
The Hands-On, Hoodie Wearing Star: Trae Young
Next up, Oklahoma’s hedged their bets on Trae Young, the Atlanta Hawks NBA star, as assistant GM of the men’s team. Trae didn’t just jump into the NBA; he dominated college basketball his freshman year, leading the nation in points and assists before becoming the No. 5 draft pick.
Unlike Steph, Trae wants his hands dirty—and not just metaphorically. He plans to hang around during summers, shoot hoops with recruits, give advice, and generally butter up prospects like your favorite cool uncle but with a killer crossover. He’s honest about balancing NBA stardom and this role without burnout. “I have free time now,” he said. Translation: NBA life is less grueling than you think, or Trae is crazy ambitious or just loves college kids.
The Active NFL Hitman Who Went From Sack Specialist To Fundraising Wizard: Maxx Crosby
Then there’s Maxx Crosby from Eastern Michigan, who made history as the first active NFL player to snag a GM title. This guy isn’t just collecting titles on his jerseys; he’s one of the NFL’s premier defensive players and a fundraising beast for his alma mater. His “Maxx Match” campaign matched over $135,000 to help the football program. So, if you thought professional athletes are all about partying and endorsements, here’s Maxx crushing that stereotype.
The Retired, Larger-Than-Life Franchise: Shaquille O’Neal
Now, Shaq—yes, the giant, 15-time NBA All-Star, future DJ Diesel, and baritone human wrecking machine—is bringing his flair to Sacramento State men’s basketball as the general manager. But here’s the twist: Shaq’s GM gig isn’t about his own glory or alma mater pride. It’s about his son, Shaqir, who’s set to debut for the Hornets this season. In Shaq’s world, this is a volunteer position focusing on recruiting, marketing, and player development—so basically the exact opposite of just showing up to dunk on fools.
The Insider’s Insider: Adrian Wojnarowski
And if you thought GMs are just athletes, let’s throw a curveball—Adrian Wojnarowski, the dude who basically *is* the NBA news cycle, is now the full-time GM at St. Bonaventure. He swapped yelling into ESPN mics for strategic recruiting battles at a school that can’t (yet) afford million-dollar player incentives. It’s like watching a pit bull in a poodle pageant—he’s there to make money talks louder than the big spenders in college hoops.
Former Stars Turning GM: Andrew Luck & Friends
Andrew Luck popped back into football in a GM role at Stanford, where he was once a lit-up QB phenom. He’s already tweaking the deck by bringing back coach Frank Reich, someone Luck knows personally. These insider moves aren’t just cute cultural footnotes—they signal that ex-players want real influence, not just a trophy title for press conferences.
And then there’s Austin Thomas, who’s basically the OG GM of the SEC. He built LSU’s 2019 national championship team from bits and pieces, running the whole show behind the curtain for years. Now, he’s back at LSU, managing budgets, rosters, and daily chaos with the finesse of a juggler on a unicycle—probably on fire.
And Wait, There’s More: The NIL Hustle At Duke
In a new twist, Duke men’s basketball hired Rachel Aker to manage those wild, wild west name, image, and likeness (NIL) deals. She wasn’t an athlete in basketball but lacrosse, which probably means she’s a pro at managing chaotic, semi-understood sports industries. NIL is like the Wild West, with players signing deals faster than you can say “cash cow.” Rachel’s job? Make sure these deals don’t turn the Duke locker room into a high-stakes Las Vegas casino.
So What Does This All Mean For College Sports?
This GM invasion feels like college sports is desperately clinging to relevance and control while simultaneously being bulldozed by money and chaos. Coaches are losing the playbook on just what their job even is. Athletic directors are scrambling to keep athletes happy, editors begging for fresh takes, and fans looking for the simple days when players just played and coaches just coached. Instead, we get hybrid basketball-playing, DJing, fundraising, hands-on GMs who are stars, legends, and media mavens at the same time.
This is what college sports looks like when capitalism meets nostalgia. Sports programs are betting big on these GMs to lure talent, secure funding, and keep their programs in the national conversation. But here’s the kicker: it’s not always about the grind. Sometimes, it’s just about slapping a famous name on a title, dropping a check, and hoping the magic rubs off.
Sure, it’s a weird, wild time. But as these GMs juggle basketballs, game plans, personal brands, and aggressive fundraising tactics, one thing’s for sure—college sports will never feel small or simple again. So pour yourself a drink (or three), and get ready for the era of the Superstar-GMs. Because if you thought college sports was nuts before, wait until your GM starts dunking on your coaching staff during halftime.