UCLA appoints Tim Harris as CEO and AD to overhaul athletics amid deficit

UCLA announced former Lakers executive Tim Harris will serve pro bono as CEO and Director of Athletics, succeeding Martin Jarmond as the university confronts a significant financial deficit and seeks a new revenue model.

Chancellor Julio Frenk told the Bruin community that Martin Jarmond will leave his role as director of athletics and that Tim Harris has been asked to serve as CEO and Director of UCLA Athletics on a pro-bono basis. The announcement, made on Aug. 31, 2026, cites a “significant financial deficit” and an unsustainable path for the department, and frames the move as a step toward a purpose-driven model for intercollegiate sport. UCLA Office of the Chancellor

Harris, a proud alumnus and former Bruin goalkeeper who earned All-America honors from 1980-83, brings more than 35 years of experience with the Los Angeles Lakers, most recently as president of business operations. He will develop a new strategy to grow revenue through partnerships, licensing and other ventures while centering the student-athlete experience. UCLA staff page ESPN

During his three-decade tenure with the Lakers, Harris oversaw a broad portfolio that included partnerships, sponsorships, ticketing, marketing, media, broadcasting and community relations. He helped forge the Lakers’ relationship with UCLA Health and was instrumental in developing the UCLA Health Training Center, a facility that now serves both the NBA franchise and the university’s health programs. His deep network across Los Angeles and globally positions him to attract new corporate partners for the Bruins. UCLA staff page

Harris’s connection to UCLA runs deeper than his professional résumé. As a former student-athlete, he played goalkeeper for the Bruins, earned All-America honors, and later represented the United States men’s national soccer team. He grew up in Torrance, earned a bachelor’s degree in sociology from UCLA, and has maintained lifelong ties to the campus community. This personal affinity, combined with his business acumen, is a core reason the chancellor highlighted his willingness to serve without compensation. UCLA staff page

The chancellor emphasized that Harris’s appointment is “simply put, he loves UCLA and cares deeply about our future.” By leveraging his experience in building a world-class sports brand, Harris is expected to explore innovative revenue streams, such as licensing deals, digital content, and international partnerships, that could offset the department’s deficit and sustain competitive programs across all sports. UCLA Office of the Chancellor

UCLA Athletics currently carries a “significant financial deficit,” a situation the chancellor described as unsustainable. The department’s existing model relies heavily on traditional ticket sales and donor contributions, which have been strained by the evolving landscape of name, image and likeness (NIL) rights and new student-athlete compensation models. The new leadership is tasked with building a self-supporting financial structure that protects the breadth of the program while creating fresh opportunities for athletes and coaches. UCLA Office of the Chancellor

Martin Jarmond, who led UCLA athletics for six years, will depart with $6.5 million remaining on his contract, a figure confirmed by the chancellor’s letter. During his tenure, the Bruins captured three NCAA championship titles in the previous year, underscoring on-field success even as fiscal pressures mounted. The transition to Harris therefore occurs at a moment when the program’s competitive pedigree is strong, but its fiscal foundation needs reinforcement. ESPN

Looking ahead, Harris will inherit a football program that is entering the Bob Chesney era, with the season set to open against Cal. The Bruins’ move to the Big Ten in 2024 and recent coaching changes have added layers of complexity to revenue generation, making strategic partnerships and licensing deals crucial. Harris’s mandate includes delivering a model that not only funds existing sports but also expands access to higher education and enriches the student-athlete experience, aligning with the university’s broader mission. UCLA Office of the Chancellor

Tim Harris’s appointment is a pivotal moment for Los Angeles sports because it blends deep local roots with elite NBA business expertise. His ability to tap into the city’s corporate ecosystem could reshape how a major public university funds its programs, setting a template for other LA institutions facing similar fiscal pressures while preserving the community-centric spirit of college athletics.