NEWS: Price College of Business at the University of Oklahoma has launched a future athletics director program to provide unique training for NCAA Division I athletics department leaders.
The University of Oklahoma’s Price College of Business has taken a significant step toward shaping the future leaders of collegiate athletics with the launch of its innovative Future Athletics Director Program. This groundbreaking initiative is designed to equip the next generation of NCAA Division I athletics department leaders with the specialized knowledge, skills, and practical experiences required to excel in one of the most complex and dynamic areas of higher education and sports management. As college sports continue to evolve rapidly—driven by new governance models, revenue streams, student-athlete rights, and ever-growing public attention—the demand for visionary, capable athletics directors has never been greater. Price College is responding with a program that blends academic rigor, professional mentorship, and real-world applications to prepare future ADs to lead with integrity, innovation, and strategic acumen.
The Future Athletics Director Program emerges amid a landscape in collegiate athletics marked by transformation and heightened challenges. NCAA Division I athletics departments are multifaceted organizations that operate not just as sports entities but as significant business enterprises. They manage multimillion-dollar budgets, oversee compliance with complex regulatory frameworks, navigate media rights negotiations, and foster student-athlete welfare and academic success. Athletics directors must balance competing interests from university leadership, fans, alumni, coaches, athletes, and corporate partners, all while advancing the mission and reputation of their institutions. Recognizing these realities, Price College’s new program targets individuals who aspire to become leaders in this demanding environment by offering a tailored curriculum that goes beyond traditional sports management degrees.
At the core of the program is a comprehensive educational framework that integrates business fundamentals, leadership development, and sports-specific operational expertise. Students engage deeply with topics such as financial management, marketing and branding, legal and ethical considerations, governance structures, and human resource management—all contextualized within the unique setting of college athletics. The program also emphasizes data analytics and technology, reflecting the modern realities of sports operations where performance metrics and fan engagement are driven by sophisticated tools and platforms. By grounding future athletics directors in these core competencies, Price College ensures that graduates are prepared to lead departments that thrive competitively and financially while adhering to the highest standards of compliance and student-athlete support.
What sets the Future Athletics Director Program apart is its commitment to experiential learning and mentorship. Participants have the opportunity to engage directly with seasoned athletics directors, industry professionals, and university administrators through guest lectures, workshops, and networking events. These interactions provide invaluable insights into the daily realities of managing athletics departments, including crisis management, contract negotiations, facility planning, and community relations. Additionally, the program facilitates internships and practicum experiences with NCAA Division I programs, allowing students to apply their classroom knowledge in operational settings. This hands-on approach helps bridge the gap between theory and practice, building confidence and competence that are essential for leadership roles.
The initiative is also designed to foster a collaborative cohort model, where participants learn not only from faculty and mentors but also from each other’s experiences and perspectives. Diversity and inclusion are integral to the program’s philosophy, aiming to cultivate leaders who reflect the varied backgrounds and viewpoints of the collegiate athletics community. As the industry confronts issues related to equity, gender representation, and cultural competence, the program prepares its graduates to champion inclusive policies and environments that enhance both performance and community engagement. The University of Oklahoma’s commitment to these values further reinforces Price College’s position as a forward-thinking institution responsive to the evolving needs of athletics leadership.
University officials have expressed strong enthusiasm about the program’s potential impact. The Dean of Price College remarked that the initiative represents an important investment in the future of college sports leadership. “Athletics departments are vital to the identity and success of our universities, and the role of the athletics director is more complex and influential than ever before,” the Dean stated. “By launching this program, we are providing a pathway for talented individuals to develop the strategic mindset, ethical grounding, and operational expertise necessary to lead these departments with excellence and vision.” University leadership echoed these sentiments, highlighting how the program aligns with Oklahoma’s broader goals of academic excellence, community engagement, and leadership development.
The program has already garnered attention from the athletics community and beyond. Several NCAA Division I athletics directors have expressed support, noting that the pipeline for future leaders must be robust and well-prepared. A prominent athletics director from a major conference remarked, “The challenges facing athletics departments today require leaders who are not only passionate about sports but also skilled in business, law, and stakeholder management. Programs like this one at Price College are exactly what the profession needs to ensure a strong future.” Industry associations and professional networks have also shown interest in collaborating with the program to extend its reach and impact.
Recruitment for the inaugural cohort has been competitive, attracting applicants from diverse academic and professional backgrounds. Candidates range from recent graduates with degrees in sports management and business to mid-career professionals seeking to pivot into athletics administration. The program’s flexible design accommodates full-time students as well as working professionals, with courses offered in hybrid formats to balance academic rigor with accessibility. Faculty involved bring a mix of academic expertise and practical experience, including former athletics administrators, legal scholars, and business strategists, creating a rich learning environment where theory meets practice.
Looking ahead, the Future Athletics Director Program aims to become a national model for athletics leadership education. Plans are underway to expand partnerships with NCAA programs across the country, facilitate international exchanges focusing on global sports management trends, and incorporate emerging topics such as athlete mental health, name-image-likeness (NIL) considerations, and technological innovation in fan engagement. Price College envisions a growing alumni network that will serve as a resource for mentorship, job placement, and ongoing professional development, creating a community of leaders committed to advancing collegiate athletics sustainably and ethically.
In the context of Oklahoma’s storied sports tradition, the program adds a new chapter of leadership development. The University of Oklahoma is renowned for its competitive spirit and commitment to excellence in both athletics and academics. By preparing future athletics directors through this comprehensive program, Price College is ensuring that the Sooners’ legacy of success continues not only on the field but also in the boardrooms and offices where critical decisions are made. The synergy between academic innovation and athletic ambition reflects the university’s holistic approach to education and community impact.
The Future Athletics Director Program is more than an educational offering; it is a statement about the future of collegiate athletics leadership. It recognizes that the individuals who lead these programs must be equipped not only with knowledge but with a vision for how college sports can thrive in an era of rapid change and increasing scrutiny. By fostering leaders who value integrity, strategic thinking, and inclusivity, Price College is contributing to the sustained growth and positive impact of NCAA Division I athletics nationwide.
As the inaugural cohort prepares to begin their journey, the excitement is palpable. Students are eager to dive into a curriculum designed to challenge and inspire, knowing that they will be at the forefront of shaping the future of collegiate sports. Faculty and administrators are equally enthusiastic, committed to delivering a program that blends academic excellence with real-world relevance. The broader university community watches with pride as Price College once again demonstrates its capacity to innovate and lead in critical areas of education and professional development.
The launch of the Future Athletics Director Program at the University of Oklahoma’s Price College of Business represents a visionary response to the evolving demands of NCAA Division I athletics leadership. By providing specialized education, mentorship, and experiential learning, the program equips aspiring athletics directors with the tools they need to succeed in a complex and high-stakes environment. As college sports continue to grow in popularity and complexity, this initiative positions the University of Oklahoma at the forefront of preparing the leaders who will shape the future of athletics departments across the nation. The journey of these future leaders begins now—and it promises to be a transformative one for the sport, the institutions, and the communities they serve.
