Former No. 1 overall NFL pick Andrew Luck is now following his dad into a second profession: college sports management.
ESPN first broke the news Saturday morning that the 35-year-old former Stanford Cardinal QB is returning to his alma mater in a general manager role that will “place him above the entire program.” The announcement underscores the increasing professionalization of college football—Luck’s job will be akin to an NFL team’s president in many ways—as well as Stanford’s tenuous position in the new landscape.
The Cardinal have not had a winning season since 2018 and could face recruiting difficulties given the numerous, long road trips the team must endure as a member of the Atlantic Coast Conference. Financial challenges also await.
In 2020, Stanford announced the elimination of 11 varsity sports, but walked back that decision a year later following emergency fundraising efforts. In fiscal year 2023, Stanford athletics had a $33 million shortfall before factoring in $12 million in direct university support, on $157.9 million in expenses. Along with Cal, Stanford is reportedly currently receiving 30% of the typical ACC media revenue payout as part of its deal to join the conference.
To make the math work, the athletic department promised to develop “a financial model leaning on new and increased revenue streams, philanthropy and institutional support.”
Luck’s ability to energize athletes, fans, and donors could play a large part in that process.
“We’re undoubtedly the best athletic department in college sports,” he told ESPN. “We have to reprove it in football, and we’re excited to be part of that challenge.”
It was school president Jonathan Levin who pitched Luck after assuming his current office in August.
Luck’s role will stretch from managing the coaching staff and roster to improving the bottom line through fundraising, sponsorships and alumni relations. His financial compensation has not been announced. In the last year, Stanford has lost numerous top athletes to the transfer portal, in part due to a lack of NIL funding.
“We are under no illusion about the landscape of college sports,” Luck said on ESPN’s College GameDay Saturday. “We will be competitive in recruiting and retaining the best talent out there.”
From 2012 until his shocking retirement from the NFL in 2019, Luck earned more than $97 million in total salary, though he left millions on the table when he walked away.
A number of other schools have brought in general managers to help football programs handle new business responsibilities opened up by the slow shedding of pay-for-play bans. Former ESPN NBA reporter Adrian Wojnarowski took a similar gig with the St. Bonaventure men’s basketball team.
Andrew Luck’s father, Oliver, was the West Virginia athletic director from 2010 to 2014 as well as the EVP for regulatory affairs at the NCAA from 2014 to 2018.
(This story has been updated in the 10th paragraph to include a comment Andrew Luck made Saturday on ESPN’s College GameDay.)
