Split Zone Duo: College Football Podcast · Richard Johnson and Alex Kirshner

How to Spot a Great (or Terrible) Athletic Director in 2026

·1 hr 5 min·5 clips

Matt Brown reveals why athletic directors at schools like Florida or Ohio State can't unilaterally hire football coaches.

This episode of Split Zone Duo focuses on the evolving and often opaque role of the college athletic director. Hosts Alex Kirshner and Richard Johnson are joined by Matt Brown, publisher of the college sports business newsletter Extra Points. They analyze how the criteria for evaluating an AD's performance have shifted dramatically in recent years. Historically, a bad AD was defined by scandal, poor coaching hires, or losing control of their department, with Gary Barta's tenure at Iowa cited as a prime example. Good ADs were traditionally those who raised funds, built facilities, and hired successful coaches, like Oklahoma's Joe Castiglione. Matt Brown notes the job is intensely local, with success metrics varying wildly between a school like Ohio State and Florida International. He points to Pete Garcia's tumultuous time at FIU as a case of poor performance across revenue generation and hiring. A key part of the modern AD's role is managing the relationship with the university president, who holds ultimate power over decisions like realignment but may not prioritize sports. The hosts discuss how political capital, often tied to on-field success, influences an AD's ability to execute creative revenue ideas, such as UCLA's explored move to SoFi Stadium. Financial evaluation is complex, as NCAA FRS reports contain "funny money," though ticket sales and donations are relatively reliable metrics. Brown suggests licensing and sponsorship revenue is an area where aggressive ADs can innovate, especially with partners like Homefield Apparel. The sheer scale of money involved has professionalized the role, making backgrounds in communications less common than executive or financial experience. A surprising claim is that the most consequential decision for any athletic department—conference realignment—is largely controlled by university presidents, not the ADs. An interesting insight is that a good AD, like Ohio State's retired Gene Smith, is measured partly by their ability to cultivate future administrative talent across diverse backgrounds. The conversation reveals that avoiding scandal remains crucial, but now includes navigating complex HR and legal issues, as demonstrated by Iowa's multiple lawsuits. Matt Brown argues that a core, enduring part of the job is having the fortitude to say "no" to powerful, highly paid coaches. The hosts highlight the paradox that an AD's success is often credited to the coaches they hire, like Patty Gasso at Oklahoma, rather than their own executive stewardship. They conclude that the job has transformed from a long-term, almost tenured position into a high-pressure executive role with a much shorter expected tenure. The tone is conversational, analytical, and insider-focused, blending industry anecdotes with structural analysis. The style is educational but informal, featuring deep dives into specific case studies and financial mechanics. This episode is ideal for hardcore college football fans seeking to understand the backend business and power dynamics shaping their favorite teams. Listeners interested in sports administration, leadership, and the financial underpinnings of college athletics will find it particularly valuable. Those who prefer pure on-field strategy and game analysis might want to skip it.

As heard by us

A blunt look at athletic directors as hires, fundraisers, and political operators in college athletics.

It frames athletic director work as a mix of fundraising, hiring the football coach, and getting through scandal, bad coaching hires, and constant politics.

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Why you'd press play

Want a blunt way to size up an AD before the donors start whispering?

Read the full recommendation in PlayNext →

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