A few days ago, Mack Brown stood behind a podium having coached likely his last college football game. Fired earlier in the week, the North Carolina head man strode the sidelines for one last game and did a simultaneous season- and career-ending press conference.
All season, Brown was just one of three active coaches in college football to have won a national championship. Now, he just looked defeated. The man who thought he could evolve forever finally threw his hands up.
“This isn’t the game that I signed up for,” he told reporters. “It has changed so much.”
The next 10 years of college athletics may bear little resemblance to the previous 10. It is not just the transfer portal, conference realignment and NIL (name, image and likeness) anymore. Next year, athletic departments will have to navigate the world they always feared — when athletes would get a piece of the pie.
Revenue sharing will come to college athletics, likely bringing with it a bevy of lawsuits and questions and problems we can’t currently conceive of — like what will happen to the walk-on athlete?
To navigate what comes next, and the intricacies of preparing for uncertainty, takes a certain amount of nimbleness, a certain youth and energy and array of ideas and perspective.
Which brings us to Thursday afternoon, as it felt like the University of South Carolina was enacting a real-time depiction of the future college athletics.
Sitting on the side of the room, next to football coach Shane Beamer, was Ray Tanner — the 66-year old outgoing athletic director who announced in September he was transitioning roles at the school.
Tanner, the former USC baseball coach, had been in the post since 2012, racking up a long achievement list that includes three women’s basketball national championships, the hiring of Shane Beamer and Lamont Paris as well as charting South Carolina through COVID and the beginning of the NIL era.
Standing up on stage, though, was 47-year-old Jeremiah Donati, almost bouncing as he spoke. Donati, the new South Carolina athletic director, was introduced just minutes after the USC Board of Trustees approved a six-year contract that will pay him a starting salary of $1.9 million.
Donati has spent the past 13 years at TCU, including the previous seven as athletic director. In his time in Fort Worth, he oversaw $500 million of facility upgrades — pertinent, considering the pending renovation of Williams-Brice Stadium. He made the tough choice to fire legendary football coach Gary Patterson only for Donati’s hire (Sonny Dykes) to make the national championship in year one.
Donati also has previous experience working for arguably the most-prominent sports agency run by Leigh Steinberg (the Tom Cruise movie “Jerry MacGuire” is based on Steinberg). In 2024, a law degree and an agency background are all of sudden quite helpful.
Donati was in an odd spot Thursday because he wasn’t hired because someone was fired. He wasn’t afforded this opportunity because of someone else’s mistakes. He kept mentioning that, saying that South Carolina is not a “fixer-upper.”
“Things are going really well,” Donati said. “And the question is going to be a challenge, going to be: How can you fly higher?”
And for Donati: Do you need to breathe new life into a place that has plenty of life?
South Carolina President Michael Amiridis seemed to almost crave the outsider, saying basically from the outset that he would only hire a sitting athletic director. He landed on Donati for myriad reasons, not the least of which is this:
“I saw other candidates — they had the solution immediately. Well, if you don’t know where you’re going, you don’t have the solution,” Amiridis told The State. “(Donati) said, ‘I need to understand. I need to evaluate and then make changes if needed.’ That’s exactly what I liked.”
After Thursday, it seems naive to think major changes will come within even a few months after Donati begins working on Jan. 2.
There likely will not be some major shift on the outside, but rather methodical planning on the inside — a vision, a foundation for how to attack the problems of the future.
“A big thing for me is really ensuring that the program is built for the future,” Donati said. “(College athletics) is changing so fast that I think every athletics department needs to make sure we’re prepared for the next five to 10 years, and not what we did the previous 5 to 10 years. It’ll take some time. I’m not gonna sugarcoat that.”
But he has to start somewhere.
After his press conference on Thursday, Donati was led to his next gathering. Wayne Hiott, CEO of the Gamecock Club, was helping escort Donati and his family. Hiott shook his new AD’s hand and introduced himself.
Donati’s head perked up.
“I read your newsletter today,” he said.
This story was originally published December 5, 2024, 7:41 PM.