College athletics are evolving rapidly, and the University of North Carolina is determined to keep pace. Committed to securing long-term success for its athletic programs, the university is actively adapting to the shifting landscape.
On Tuesday, UNC took a significant step in that direction by announcing a two-year contract extension for Director of Athletics Bubba Cunningham, keeping him in the role through July 2029.
But there’s a twist.
Change is the only constant in college athletics, and the University of North Carolina continues to prove it’s ready to evolve with the times. In a major announcement Tuesday, UNC shared its strategic leadership transition designed to guide its athletic programs into the future.
Bubba Cunningham, who has served as Director of Athletics since 2011, has received a two-year contract extension through July 2029. However, there’s a notable development: Cunningham will remain in his current role until the summer of 2026, after which he’ll step into a newly created position — Senior Advisor to the Chancellor and Athletic Director. Reporting directly to Chancellor Lee H. Roberts, Cunningham will shift his focus to transformational university projects aimed at ensuring long-term success for Carolina Athletics.
To further position the university to meet the demands of a rapidly changing landscape — particularly in the realms of NIL (Name, Image, and Likeness) and revenue sharing — UNC has also announced the hiring of Steve Newmark, President of Roush Fenway Keselowski (RFK) Racing. Newmark will report to Cunningham and concentrate on driving revenue initiatives, with a particular focus on the football, men’s basketball, and women’s basketball programs. He is expected to transition into the Director of Athletics role in the summer of 2026.
In the official press release from GoHeels.com, Cunningham reflected on the planning behind the transition:
“As part of my last contract extension, I committed to working with University leadership on a succession plan that would positively position Carolina Athletics and our 28 teams for the future. I appreciate the opportunity to extend my contract and enhance my role in a way that will allow me to continue to support our outstanding student-athletes, coaches and staff as we transition and navigate the changing athletics landscape. I am excited for the future.”
Cunningham’s impact on UNC Athletics is undeniable. During his tenure, the Tar Heels have captured 24 national championships and earned 11 top-10 finishes in the prestigious Learfield Directors’ Cup standings. His leadership has been instrumental across nearly every aspect of the athletic department.
With this thoughtful succession plan, UNC is once again proving it’s ahead of the curve. While the leadership structure may shift, the vision remains clear — and with Cunningham still involved in the years ahead, the transition to a new era of Carolina Athletics promises to be a smooth one.
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