USF names Rob Higgins first CEO of Athletics

Rob Higgins. Photo provided.

The University of South Florida has named Rob Higgins its first CEO of Athletics, marking a strategic change in how the school approaches its sports enterprise. Higgins, a USF graduate, returns after more than two decades as executive director of the Tampa Bay Sports Commission – a tenure during which he helped bring two Super Bowls, the College Football Playoff National Championship and multiple NCAA Final Fours to the region.

The announcement follows a nationwide search for a leader to replace former athletic director Michael Kelly, who left earlier this year to become athletic director at the Naval Academy. USF Board of Trustees Chair Will Weatherford said the decision to appoint a CEO rather than a traditional athletics director reflects the changing landscape of college sports, where revenue generation, innovation and national visibility are as critical as on-field performance.

Higgins is the first USF alum to lead the department. His ties to the school began as a child when he volunteered as a ball kid for men’s basketball games. After graduating, he worked in USF Athletics overseeing facilities and event management. He was inducted into USF’s Zimmerman School of Advertising Hall of Fame in 2015, and received the Distinguished Citizen Award at commencement earlier this year.

During his leadership at the Tampa Bay Sports Commission, Higgins also chaired the Super Bowl LV Host Committee and served on the operations committee for Super Bowl XLIII. His influence extended to securing the NCAA Men’s Basketball Tournament, Frozen Four hockey championships, Women’s Volleyball Championships, NHL events and WrestleMania 37 for the region.

USF President Rhea Law, also an alumna, cited Higgins’ ability to raise Tampa Bay’s profile through sports events as a key factor in his hiring. Board of Trustees Vice Chair Mike Griffin emphasized the timing: USF athletics momentum – exemplified by its recent return to the AP Top 25 in football -and the forthcoming on-campus stadium opening in 2027 make this a critical juncture for leadership.

The move mirrors a national trend in college sports. Stanford University recently named former Nike CEO John Donahoe as its athletic director, while the University of Maryland hired former Atlanta Braves executive Jim Smith. Analysts say the shift reflects pressures from name-image-and-likeness rules, looming revenue-sharing models and growing legal exposure. The traditional athletic director role is evolving into an executive position that requires the skills of a corporate leader as much as a sports administrator.

An introductory press conference is scheduled for Sept. 22.