As college coaches turn into CEOs, X’s and O’s are replaced by dollar signs and bottom lines

Virginia coach Tony Bennett’s Coaching Journey Reflects the Changing Landscape of College Basketball

Virginia coach Tony Bennett has been immersed in the world of college basketball for most of his life. The son of former Division III coach Dick Bennett, Tony had a unique upbringing in the sport. Tony played for his father during his college years and later pursued a brief career in the NBA and overseas. Ultimately, he found his passion in coaching, starting out as an assistant coach for the Badgers. However, the landscape of college basketball has dramatically changed since then.

With the introduction of the transfer portal and the implementation of name, image, and likeness legislation, coaches like Tony Bennett have had to adapt to becoming not just coaches, but also CEOs and businessmen. They are now responsible for not only recruiting high school players but also navigating the transfer market and continuously recruiting the players on their own roster.

According to Bennett, adjusting to these changes is essential. While the game may have evolved, he emphasizes the importance of staying true to one’s program and finding players who align with their values. However, this task has become increasingly challenging, as the margins between success and failure have significantly dwindled. Unlike college football coaches, who can bring in numerous players each recruiting cycle, basketball coaches typically only land a handful of recruits each year. This means that each recruit must not only possess talent but also loyalty, as coaches can quickly find themselves with a depleted roster if players transfer.

Coaches who can successfully navigate this complicated landscape are the ones most likely to find themselves in championship contention. Duke coach Jon Scheyer acknowledges that the decision-making process for recruits goes beyond basketball. Factors such as a program’s brand and potential financial opportunities through name, image, and likeness deals come into play. Consequently, coaches must go beyond basketball and focus on building relationships, managing brands, and understanding the financial stakes involved.

For example, the University of Connecticut, after losing several key players to the NBA and transfers, reinforced their roster with a mix of transfers and a talented freshman class. Similarly, Kansas, which won the championship two years ago, relied heavily on transfers to complement their freshman recruits. These examples illustrate how colleges are adapting to the changing landscape by strategically utilizing the transfer portal.

While name, image, and likeness legislation have become a significant factor in recruiting, it is unclear how involved coaches are in securing NIL deals for their players. This responsibility has become a part of their overarching duties, causing frustration among those who entered coaching for the love of the game rather than financial considerations.

Michigan State coach Tom Izzo, for instance, emphasizes the importance of relationships in coaching. He fears that the increasing transactional nature of college basketball may erode the meaningful connections he builds with his players. Arizona coach Tommy Lloyd echoes this sentiment, stating that he prefers to focus on cultivating relationships rather than treating recruitment as a business negotiation.

However, as the chaos surrounding college basketball intensifies, changes may need to be made to bring some order back to the system. The NCAA has already taken steps to shorten the transfer notification window, but more adjustments may be necessary to mitigate the challenges and uncertainties created by these new developments.

As the sport continues to evolve, coaches like Tony Bennett find themselves adapting to an ever-changing landscape. They must balance the demands of recruiting, brand management, and financial considerations while staying true to their core values. The successful coaches are those who can navigate this complex terrain and build relationships that transcend the transactional nature of the game.

With college basketball entering a new era driven by name, image, and likeness opportunities, coaches face a daunting task of reimagining their roles. Old paradigms are shifting, and the game is no longer solely about X’s and O’s. It is now a delicate balancing act of basketball strategy, brand management, financial negotiations, and relationship-building.

As coaches strive for success on the court, they must also adapt to the changing tides of college basketball. The future of the sport will require an unprecedented level of flexibility, creativity, and business acumen. Only those who can navigate this brave new world will rise above the competition and contend for championships.

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Laura Davis

Laura Davis covers the world of basketball with precision. Her articles explore NBA and college basketball, offering game analysis, player profiles, and highlights. Laura’s passion for hoops is evident in her comprehensive basketball coverage.