When Michael Kelly joined the University of South Florida in 2018, he took over a department that had already slumped with no plans to revive. Kelly, on the other hand, was dead set on athletics. Fast forward to last year, USF’s athletic spending ballooned from $53.5 million spent when Kelly arrived to $95.4 million. The athletic department also became one of Front Office Sports’ “Best College Athletic Departments” for 2024.

However, with Kelly deciding to take up the vacant AD position at the US Naval Academy in June, the school will need someone who can bear the new handle… one that would need careful navigation within the NIL landscape and revenue sharing. But Will Weatherford, Chair of the USF Board of Trustees, has an answer, or rather, an unusual demand to make. Weatherford announced hiring not an athletic director this time. USF Bulls are now seeking a ‘CEO’ of Athletics.

They say, What’s in a name? Well, Weatherford, for one, believes this isn’t merely a case of semantics over substance. With a new title, they are introducing some uncommon requirements resume-wise. On Wednesday, College Athletics attorney, Mit Winter, tweeted, “Instead of seeking to replace its recently departed AD, South Florida is hiring a CEO of Athletics. It wants a Fortune 500 or pro sports background.

“As its board of trustees chairman said, someone who can run the athletics program ‘like a serious business. Because it is one.'” The attached images have Bill Sutton’s statement, who chaired the school’s previous two athletic director searches. They stated,

“(Kelly’s replacement) will have very little to do with day-to-day running of the athletic department. (The new title) means (Weatherford) wants somebody skilled outside of college athletics, because the world’s changed so much. So he’s looking for somebody that has either a Fortune 500 background or pro sports background or a combination thereof. Maybe some college experience as well, but the college experience is probably not going to be the kicker.”

Weatherford, too, shared, “We’re looking for a leader who understands both the boardroom and the locker room—someone who can drive revenue, elevate our brand, attract top-tier talent, and embrace innovation. Someone who sees the opportunity in USF and isn’t afraid to dream big.”

As per the reports, schools are permitted to share up to $20.5 million with their student-athletes from this year. That calls for a fundraiser who is capable of devising and developing fresh revenue streams. With new rulings, Weatherford already knows, “To succeed in this environment, USF Athletics must be run like a serious business—because it is one. And it’s one with the power to unite our community, inspire pride, and bring national attention to Tampa Bay.”

“That’s become the name of the game from a leadership standpoint. You’ve got to be able to generate revenue (No.) 1, to acquire talent, both players and coaches. But (No.) 2, to be able to continue to grow within the programs that you have,” Bulls football coach Alex Golesh said. As the search for a CEO continues, the momentum that Kelly gave the Bulls cannot be undermined.

Under his leadership, the department expanded to 21 varsity sports with the addition of women’s lacrosse and beach volleyball. The school achieved 21 AAC championships, two divisional titles, two NCAA championships, eight cheer national championships, and one cheer world cup. Two dozen student-athletes were named All-Americans under his leadership.

Now, the university is looking at their on-campus stadium set to complete in 2027. Talking about the project in his memo, Weatherford said, “As a university, and as a community, we have momentum. Tampa Bay is one of the most vibrant and fastest-growing regions in the country. Our university is rising in research, rankings, and reputation. And Bulls Nation is more engaged and passionate than ever.”

USF has a legacy of athletic directors behind them who have helped them land to the current stage. But whom can the program count on as the right fit as their future guide?

South Florida’s legacy of athletic directors and the future

Over the decades, USF’s athletic directors have been architects of transformation. Richard Bowers laid the groundwork for a fledgling department as the university’s first AD. Paul Griffin and Lee Roy Selmon brought football to life while elevating the school’s profile. And Kelly is leaving the university in a much better condition than he recieved eight years ago. Each leader’s imprint still shapes the program today, offering both a blueprint and a challenge for whoever takes the reins next. Right now, some names are already making to the list for the first CEO of athletics.

For instance, Rob Higgins. While he led Tampa Bay Sports Commission to the peak of success since 2004, his path crossed with South Florida, too. He brought them to national events in Tampa, most recently the Women’s Final Four. Rob Higgins’ forte lies in his business acumen and his ability to bring people together. He is also in USF’s Advertisement hall of fame for the same reason.

Longtime softball coach Ken Eriksen is another name. He shares deep roots with South Florida since the days when the program was dismissed as a “fallback school” for those who couldn’t get into Florida or Florida State. Other than playing baseball for the Bulls and currently serving as the softball head coach, he served as an assistant on the 2004 national team that won an Olympic gold medal in Athens.

Although not many names have come to light, USF is showing it is serious about the athletic department’s growth as a whole. We’re about to see who’s tough enough to ace South Florida’s cutthroat exam.