UCLA has hired former Los Angeles Lakers executive Tim Harris as its new athletic director, replacing Martin Jarmond to address a financial crisis the school calls unsustainable. Chancellor Julio Frenk announced the move on Monday, August 31, 2026, framing it as a necessary step to build a new revenue model for Bruins athletics. The Lakers' own recent form has been poor, with a last result of a 110-115 loss to the Oklahoma City Thunder on May 12, 2026, and a 1W-4L record in their last five outings.
Why did UCLA make this change?
Chancellor Julio Frenk stated the athletic department carries a significant financial deficit and its current path is not sustainable. He said the moment has arrived to build a model that supports itself through generated revenue. The move underscores the intense business pressures facing college sports from revenue sharing, NIL deals, and broader professionalization.
Martin Jarmond's six-year tenure included navigating the COVID-19 pandemic and UCLA's transition from the Pac-12 to the Big Ten. That conference move, which took effect in 2024, dramatically increased media-rights revenue. Jarmond also helped secure a new six-year apparel deal with Nike and Jordan Brand after a settlement with Under Armour.
Despite nine NCAA team championships under Jarmond, including three in the 2025-26 academic year, financial problems persisted. The department ran a $62.5 million shortfall in fiscal 2021. It posted a $21.6 million deficit in fiscal 2025, even with $61 million in Big Ten media revenue and $30 million in direct institutional support.
What does Tim Harris bring from the Los Angeles Lakers?
Tim Harris is a UCLA alumnus and former soccer player who spent over 35 years with the Los Angeles Lakers. His most recent role was president of business operations. He will serve as CEO and director of athletics on a pro bono basis initially.
Frenk said Harris loves UCLA and knows what it takes to grow a world-class sports organization and global brand. Harris holds longstanding relationships throughout Los Angeles and globally. His primary task is developing a new strategy to grow revenue through partnerships, licensing, and other ventures.
This business-focused hire comes as the Lakers look to rebuild their own brand after a tough stretch. Their recent form shows a team that lost its last four games after a single win, a trend fans will hope reverses soon. You can track their progress on our [standings](/standings) page.
What are the financial challenges facing UCLA Athletics?
The financial deficit is the central issue driving this leadership change. Expenses from revenue sharing and NIL collectives are mounting across college sports. UCLA's move to the Big Ten brought more money but not enough to cover costs.
Football also became a source of increasing pressure. Jarmond inherited head coach Chip Kelly, who left for Ohio State in February 2024. UCLA then hired former Bruins star DeShaun Foster. The department's financial model must now adapt to support all sports programs competitively.
Harris's experience building the Lakers brand will be tested in the collegiate environment. The goal is to create a self-sustaining operation. This shift mirrors the professional sports model Harris knows well, where revenue generation is paramount.
What comes next for UCLA and the Los Angeles Lakers?
For UCLA, the immediate future involves Tim Harris crafting and implementing his new revenue strategy. He must balance the business needs with the academic mission and the success of over 25 sports teams. The department's performance in the Directors' Cup, where it recently finished third, shows a strong athletic foundation.
For the Los Angeles Lakers, the front office change is a reminder of the business acumen developed within their organization. As the NBA season approaches, the Lakers will aim to improve on their recent 1-4 form. Key player performances and strategic roster moves will be essential for a playoff push. Fans can follow all the latest team news and player updates on our [squad](/squad) page.
The connection between these two iconic Los Angeles sports entities is now stronger. Harris's work at UCLA will be closely watched, just as the Lakers' next results are eagerly anticipated by their global fanbase.
