In 2025, the General Manager (GM) is the most important figure in college sports that fans still overlook. Once non-existent, the role has exploded across major athletic programs — especially in football and men’s basketball — as roster turnover, NIL deals, and direct pay have transformed college athletics into a professional enterprise. GMs are now the central architects of roster construction, recruiting, and resource allocation.
Why College GMs Exist Now
The GM position took off after two key changes:
- Transfer freedom: NCAA rule changes between 2018 and 2021 gave players immediate eligibility after switching schools. Roster churn became constant.
- NIL and athlete pay: Since 2021, players have been allowed to monetize their name, image, and likeness. With the House v. NCAA settlement finalized, schools can now share revenue directly with athletes — up to an estimated $20.5 million per year at Power Five programs.
That last change is the tipping point. Coaches can’t manage the day-to-day demands of recruiting, NIL, and compliance — not while also preparing game plans and developing players. The GM role exists to absorb that operational load. It’s not . It’s central.
What College GMs Actually Do
The college GM functions like their pro counterparts: talent management, cap strategy, and front office leadership. The differences are in the variables — instead of a salary cap, it’s scholarships and NIL funding. But the job is the same: build a roster that wins, year after year.
Here’s what they do in practice:
- Roster forecasting: GMs maintain scholarship charts across multiple seasons. They track eligibility, anticipate departures, and balance the depth chart so no position group collapses. This includes coordinating with academics and medical staff on player availability.
- Recruiting operations: They oversee both high school recruiting and transfer portal scouting. Many manage the recruiting staff outright. They assign evaluations, schedule visits, maintain internal ratings boards, and align recruiting with current roster gaps.
- NIL strategy: GMs manage relationships with collectives, sponsors, and donors. They help direct NIL funding where it has the biggest impact — keeping a star quarterback, sealing a top transfer — while keeping deals compliant and sustainable. They also educate players on what’s permissible.
- Revenue share management: With the House settlement taking effect in 2025, GMs are now involved in planning how to distribute shared revenue fairly across the roster. Some will act as payroll managers, working with compliance and legal teams to build allocation models for guaranteed pay.
- Staffing strategy: Many GMs are involved in hiring assistant coaches and analysts. They help plan salary structures, approve staff roles, and keep the program’s personnel aligned with competitive goals.
- Donor and external relations: GMs often handle booster engagement, especially when collectives are directly funding NIL deals. Some serve as public-facing figures — explaining strategy, managing expectations, and representing the program in media or events.
Football First, But Not Alone
College football was the first to adopt GMs. With 85 scholarships and over 100 players, it’s the sport most like a pro franchise. Most Power Five programs now have full-time football GMs, often with assistants, scouting directors, and NIL staff under them.
Men’s basketball followed, though the scale is smaller. GMs in NBA ties entering this space.
Other sports — mainly baseball, women’s basketball, and Olympic programs — are starting to see department-wide GMs or hybrid staffers oversee multiple teams. The work is similar but with less money at stake. Still, schools looking for competitive edges are beginning to apply GM principles across all revenue sports.
Structure and Staffing Models
Most Power Five schools now have sport-specific GMs for football and sometimes basketball. These roles are treated as executive positions, with real authority over personnel and resource planning. Common titles include:
- General Manager
- Director of Player Personnel
- Senior Associate AD for Football Operations
At smaller programs — Group of Five or FCS — GMs often wear multiple hats. One person might handle both recruiting and NIL. In Division II or III, formal GM titles are rare, but the tasks (eligibility tracking, scholarship planning, recruiting) still exist. They’re just split between coaches and staff.
College GMs Are Now Earning Big Money
The days of $70K personnel directors are long gone. Top-end GMs are already clearing $1 million annually — particularly in football. Contracts in the $300K to $700K range are now standard across most Power Five programs, with incentives tied to recruiting class rankings, portal retention, and compliance outcomes.
At UNC, NFL veteran Michael Lombardi took over as GM under Bill Belichick, and is rumored to be on $1.5 million annually. Other schools have hired former agents, pro scouts, or even NFL executives. The title varies, but the pay reflects the power. In some programs, GMs now earn more than coordinators.
What’s Next for the College GM Role
- Wider adoption in basketball: Revenue sharing and NIL are already making basketball GMs necessary to retain elite players and manage funding tiers.
- More hybrid models: Athletic departments will combine recruiting, NIL, and compliance under one umbrella — run by a GM or senior executive.
- Data-first hires: GMs with scouting and evaluation experience are common now, but data analysts and salary modelers will take on larger roles in roster decisions.
The Real Power Seat
The college GM isn’t a sidekick. They build the team. They direct the budget. They keep the roster balanced, players funded, and boosters engaged. It’s front-office work — applied to programs that now resemble pro teams more than ever.
In the new era of college sports, the head coach calls plays. The GM makes sure there are players to run them.
