The world of college athletics is rapidly evolving, especially with the rise of NIL distribution that have shifted the power dynamics between athletes, schools, and athletic departments.
One of the newest trends is the creation of general manager positions within athletic programs. These roles are designed to help oversee financial matters, NIL activities, and recruiting, taking some of the burden off coaching staffs. With a revenue-sharing model on the horizon with the House Bill going into effect, these positions are expected to become even more important.
Oklahoma has brought on NBA star Trae Young to serve as assistant general manager for the Sooners' basketball programs. Young, a former Oklahoma standout, is also donating $1 million to support the program.
Young acknowledged the shift NIL has brought to college sports, expressing that now is the perfect time for former players to give back and get involved.
His role is likely to focus on offseason contributions, particularly around NIL opportunities and recruiting.
Young isn't the only NBA star to jump back to college. Davidson made headlines by hiring Stephen Curry as an assistant general manager for its men's and women's basketball programs. Curry became the first active major professional athlete to take an administrative position with a college team. While his exact duties remain unclear, it's expected that Curry will provide guidance, mentorship, and business insight to the teams.
The Sooners hope that this move will improve their ability to attract and retain talent. As other schools watch closely, Curry and Young's pioneering roles may spark a trend of alumni stepping into similar positions, though the true impact is still uncertain.
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This story was originally published March 31, 2025 at 6:55 PM.