As programs across the country adjust to the new landscape in college athletics, Auburn men’s basketball is the latest to hire a general manager.
In a strategic and forward-thinking move, Auburn men’s basketball has officially announced the hiring of Matt Gatens as the program’s new general manager, signaling a bold commitment to the evolving demands of modern college basketball. The announcement, made via a university press release and later confirmed by head coach Bruce Pearl in a media session, positions Gatens as a central figure in the Tigers’ basketball operations. His arrival is being widely interpreted as a strong signal that Auburn intends to remain at the forefront of innovation, player development, and recruiting coordination as the sport continues to transform in the age of NIL, the transfer portal, and high-stakes collegiate competition.
Matt Gatens, a former Iowa standout and well-respected assistant coach, arrives at Auburn following a stint with the Iowa Hawkeyes, where he most recently served as an assistant under Fran McCaffery. His coaching career has included positions at Drake, Auburn (as a graduate assistant), and a variety of player development roles, where he gained a reputation for his basketball IQ, recruiting acumen, and interpersonal skills with players and staff alike. Gatens’ hiring marks a homecoming of sorts to the Auburn family, but this time with significantly expanded responsibilities and influence as he steps into the newly created general manager role—a position still relatively new in college basketball, but increasingly vital.
According to multiple sources close to the Auburn program, the role of general manager will include oversight of roster management, transfer portal navigation, NIL coordination, and program operations—all elements that have become central to program success in the modern era. Gatens will also work closely with Pearl and his coaching staff to evaluate high school talent, facilitate recruiting visits, and help coordinate off-court development programs for Auburn’s players. The position is intended to take pressure off the coaching staff by centralizing much of the day-to-day logistical work, allowing Pearl and his assistants to focus more heavily on coaching, game planning, and player performance.
Coach Bruce Pearl praised the hire, calling Gatens “a perfect fit” for where Auburn basketball is headed. In a statement, Pearl said, “Matt Gatens is a rising star in this profession. He understands the game, he understands young people, and he understands what it takes to build a winning culture. With college basketball changing the way it is—between NIL, the transfer portal, and the sheer volume of moving parts—you need someone who can be the connective tissue of the program. That’s what Matt is going to be for us.”
The decision to hire a general manager represents a larger trend in college athletics, where programs are beginning to adopt the infrastructure and staff composition that more closely resembles professional sports franchises. As roster turnover becomes more rapid, and players gain more autonomy through transfer and endorsement rights, the GM role has become essential to maintaining competitive continuity. At Auburn, where expectations have soared in recent years thanks to consistent NCAA Tournament appearances, an SEC title, and a Final Four berth, the move is being viewed as a proactive step toward sustaining long-term success.
Matt Gatens brings with him not only coaching experience but a player’s perspective. As a four-year starter at Iowa from 2008 to 2012, Gatens was known for his leadership, toughness, and shot-making ability. He finished his collegiate career with over 1,600 points and remains one of the most beloved players in Iowa basketball history. After college, he had a brief professional playing career overseas before transitioning into coaching—a journey that many believe gives him a unique understanding of player development, particularly in helping young athletes transition from high school to college and, ultimately, to the professional level.
In his own remarks following the announcement, Gatens expressed deep gratitude and excitement about the opportunity. “It’s an incredible honor to join the Auburn basketball family in this capacity,” he said. “This is a program that I have great admiration for, and Coach Pearl is someone I’ve learned a great deal from even from afar. My job will be to support the vision of the coaching staff, build strong relationships with our student-athletes, and help ensure that we are operating at the highest level on and off the court. I can’t wait to get started.”
Gatens’ hiring comes at a time when Auburn is once again recalibrating its roster and strategy in the wake of offseason departures, new additions through the portal, and incoming freshmen. With the general manager role in place, Auburn now has a central figure to oversee continuity and long-term planning across recruiting cycles. According to insiders, one of Gatens’ first major responsibilities will involve optimizing the program’s NIL approach, helping athletes align with the right opportunities, and coordinating efforts with compliance and external brand partners. As NIL opportunities become increasingly complex, many programs have struggled to find a balance between athlete empowerment and operational control. Gatens, known for his communication and organizational skills, is expected to be a crucial asset in navigating that terrain.
Recruiting analysts are already speculating that Gatens’ presence could offer Auburn a competitive edge, particularly in relationship-building and early scouting. His time at Iowa and Drake exposed him to a wide network of high school and AAU contacts across the Midwest and South, and his strong reputation among high school coaches could lead to new pipelines of talent. Moreover, his experience working with both guards and wings aligns with Auburn’s current positional needs and player development goals. One former colleague described Gatens as “a grinder and a connector—someone who doesn’t just work hard, but works smart and knows how to get the best out of people.”
The move also reflects Auburn’s recognition that the business of college basketball now extends far beyond Xs and Os. With increased media attention, expanded recruiting calendars, and greater financial implications tied to postseason success and player branding, programs can no longer rely solely on traditional coaching models. The general manager role is emblematic of that shift, requiring a blend of administrative, analytical, and interpersonal skill sets that are rare to find in a single individual. Gatens’ appointment is, in that sense, a calculated and timely decision.
Within Auburn’s athletic department, the hire has already drawn positive reviews. Athletic director John Cohen, who has emphasized modernization and innovation across all sports programs since taking over, was directly involved in the hiring process. In a brief statement, Cohen said, “We are thrilled to welcome Matt Gatens to the Auburn family. His background, his character, and his strategic mind make him a perfect addition to our basketball leadership team. This is another example of how we are investing in excellence at every level.”
Former players who have worked with Gatens were quick to endorse the hire on social media. One former Iowa guard tweeted, “Matt Gatens helped me become a better player and a better person. Auburn just got a winner.” Another coach from the Missouri Valley Conference said, “You won’t find a more prepared or passionate basketball mind. If you’re building a program for sustained success, you start by adding people like Matt.”
For Auburn fans, the announcement adds another layer of optimism heading into what is expected to be a pivotal season. The Tigers return a core of talented veterans and bring in several high-upside newcomers, creating a mix of experience and energy that could make them a formidable contender in the SEC once again. With Pearl overseeing the basketball product and Gatens now managing the broader structure, Auburn is hoping to strike a rare balance of coaching excellence and organizational stability.
Off the court, Gatens is expected to play a key role in player life skills programming, mentoring initiatives, and alumni relations. His reputation for character and mentorship is one reason Pearl pushed for the hire, according to a staff member familiar with the process. “Bruce wanted someone who could speak into the lives of these young men beyond basketball,” the source said. “Matt gets that. He’s lived it. He’s not just here to win games—he’s here to help build great people.”
In the coming weeks, Gatens will begin onboarding with Auburn’s basketball operations team, establishing protocols, evaluating roster construction, and collaborating with the support staff on everything from academic performance to community engagement. The whirlwind of summer recruiting and team training is already underway, and Gatens will be embedded in every facet of the program’s planning process. It’s a heavy lift, but those who know him say he wouldn’t have it any other way.
“I love this game, and I love what it can do for young people,” Gatens said during his introductory Zoom call. “That’s what drives me every day. Auburn is one of the most passionate, committed fanbases in college sports, and this program is in a great place. I’m just excited to contribute to something bigger than myself.”
As Auburn basketball continues its ascent on the national stage, the addition of Matt Gatens as general manager could be remembered as a watershed moment—a behind-the-scenes move with far-reaching implications. While head coaches will always be the face of the program, it’s often the unsung architects who ensure that the foundation holds strong. Gatens now assumes that responsibility with a clear mandate, the full confidence of his peers, and a passion for the game that has defined his career. Auburn didn’t just hire a general manager—they hired a builder, a mentor, and a competitor with the blueprint for sustained excellence.
