UCLA Appointed Tim Harris Athletics Director and CEO
Former Lakers executive takes the helm to address UCLA athletics department's $241 million debt.
Updated on Sept. 20, 2026 in Basketball
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UCLA has appointed former Los Angeles Lakers executive Tim Harris as the new CEO and athletics director of the department. Harris is stepping into the role on a pro-bono basis to address mounting financial challenges at his alma mater.
Why it matters
Chancellor Julio Frenk tapped Harris to lead the program following seven consecutive fiscal years of budget deficits that resulted in over $241 million of debt. Harris aims to stabilize the department by shifting its operational model toward that of an entertainment company.
The athletics department has accumulated $241 million in total debt across seven consecutive years of deficits. Harris, who turns 65 in December, received a $24 million payout following the 2025 sale of the Lakers.
The players
Tim Harris
He is the new CEO and athletics director of UCLA who previously served as a business executive for the Los Angeles Lakers.
Julio Frenk
He serves as the Chancellor of UCLA and initiated the search for new leadership to manage the department's debt.
Martin Jarmond
He is the former UCLA athletics director who was replaced by Tim Harris.
The details
Harris intends to leverage his professional background to prioritize season ticket sales, sponsorships, and donor engagement. He expects that the future of college sports will eventually involve a salary cap for NIL agreements and revenue sharing.
Timeline
Summer 2025: The Los Angeles Lakers were sold to Mark Walter.
August 2026: Chancellor Julio Frenk requested that Harris lead the athletics department.
September 2026: Tim Harris officially assumed his duties as CEO and athletics director.
December 2026: Tim Harris is scheduled to turn 65 years old.
Season Trajectory
Harris's appointment follows a pattern set by major university athletics programs as they transition toward professionalized business models to manage rising operating costs. This leadership shift aims to fundamentally reorganize how UCLA handles its revenue streams amidst a changing collegiate landscape.
Fans and donors can expect a sharpened focus on season ticket packages and new sponsorship tiers as the department seeks to boost revenue. The shift to an entertainment-first model may also change how promotional events and donor access are managed during the basketball season.
The takeaway
Harris plans to operate the department with the commercial rigor of a professional franchise to secure its financial future. Readers should monitor upcoming season ticket pricing and donor programs for shifts in the department's new strategy.
Further reading
For more updates on the program, visit the Basketball section.
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Should universities manage their athletics departments like professional entertainment companies?
