CHAPEL HILL, N.C. –– With the arrival of Bill Belichick in December, North Carolina—traditionally a basketball school—is now in the hot seat as it struggles to maintain its blue-blooded nobility.
An embarrassing 87-70 loss to rival Duke on Saturday seemed to be a reality check for head coach Hubert Davis, who acknowledged this past Monday that the program would be acquiring a general manager.
He addressed the matter on his Monday night weekly radio show saying, “I never would have thought that now, four years since I took the job, 100 percent what is needed is a general manager. There’s just so much stuff out there. And I mentioned owner, GM, fundraiser (and) basketball coach is so much on (my) plate that it will take you away from doing what’s the most important thing, coaching basketball.”
In attendance for the show was UNC football general manager Michael Lombardi, a further indication of potential broader changes ahead. While Lombardi’s current focus is football, his expertise could soon extend to basketball operations—though nothing is confirmed yet.
Belichick’s overhaul of the football program is a strategic move that reflects the new realities of collegiate athletics where NIL deals, agents, the transfer portal and revenue-sharing have transformed team operations.
Now, even Carolina basketball—traditionally known for keeping things in-house—appears ready to embrace a more business-minded approach. This shift may prove essential, however, for the program to attract elite talent and reclaim its position among college basketball’s upper echelon.
At the midway point of ACC play, the Tar Heels have a tainted resume sitting with a 13-10 overall record (6-5 in conference play), dropping four of their last five games.
With the end of the regular season in sight, North Carolina is once again on the NCAA Tournament bubble for the 2nd time in four seasons.
The Blue Devils were the first college program to employ a general manager back in 2022. Former Nike executive Rachel Baker set the tone when she arrived in Durham and her efforts have clearly made an impact on the court, namely with the success of Duke freshman Cooper Flagg.
Since her hiring, several other programs have followed in Duke’s footsteps and even former NBA insider Adrian Wojnarowski hopped on the train. Since September 2024, he’s been working as St. Bonaventure’s first ever general manager.
With the shifting landscape of basketball, Davis emphasized the boost having a general manager could have for the team.
“We need a director of marketing and fundraising for NIL, for program needs. There needs to be a video coordinator with graphics and recruiting coordinator, all those different types of stuff have to be built out, whether it’s from specific hires or grad students.”
Under Davis’ leadership, Carolina basketball must embrace this transformation. By bringing in someone better equipped to navigate modern college basketball’s evolving landscape, the program takes its first crucial step toward maintaining its relevancy and storied legacy
As Football Modernizes, UNC Basketball Follows Suit & Plans to Hire GM