UCLA athletic director Martin Jarmond is being replaced by former Los Angeles Lakers executive Tim Harris in a major shakeup, according to the California Post. Harris will serve as athletic director and CEO of UCLA Athletics on a pro bono basis, effective immediately.
UCLA Chancellor Julio Frenk announced the change to the university community Monday afternoon, describing it as a “new path forward for UCLA Athletics.”
“We have all watched as the landscape of college athletics has transformed in recent years, driven by the introduction of Name, Image and Likeness (NIL), new models for student-athlete compensation and a rapidly changing sports marketplace,” Frenk wrote in his message. “UCLA must have an athletics model that leads — not just keeps pace.”
UCLA athletics faces mounting financial pressure
The move underscores Frenk’s willingness to take decisive action as college sports undergoes rapid changes. It also highlights his hands-on approach to UCLA athletics after he became the first UCLA chancellor in recent memory to speak at the introduction of a head football coach when Bob Chesney was hired in December.
Jarmond’s leadership came under increasing scrutiny as UCLA Athletics posted one major deficit after another following his appointment to replace Dan Guerrero in the summer of 2020. The department operated at a loss every fiscal year, accumulating a total deficit of $241.1 million that required a university bailout.
While thanking Jarmond for his leadership during his six-year tenure, Frenk cited the department’s financial position as one reason for the change.
“UCLA Athletics currently carries a significant financial deficit, and its current path is not sustainable,” Frenk wrote. “Now is the moment to build a model for Athletics that protects the breadth of our program, creates new opportunities for student-athletes and coaches, and supports itself through the revenue it generates.
“I believe UCLA should help lead the transformation of intercollegiate athletics: our future must be shaped by purpose — not by pressure.”
UCLA is expected to eventually begin a national search for a permanent athletic director. A person familiar with the situation told the Post that the university will honor the terms of Jarmond’s contract, including the remaining balance of approximately $5.9 million on the five-year extension he signed in May 2024.
Tim Harris takes over as interim athletic director
Harris is a UCLA alumnus and former goalie for the Bruins men’s soccer team. Frenk had recently selected him to perform consulting work for the university, including a review of UCLA Athletics’ finances.
Harris previously served as the Lakers’ president of business operations during more than 35 years with the organization.
“Simply put, he loves UCLA and cares deeply about our future,” Frenk wrote of Harris, who was the Lakers’ president of business operations during his more than 35 years with the organization. “Tim knows what it takes to grow a world-class sports organization and global brand, and he holds longstanding relationships throughout Los Angeles and globally. He brings decades of experience in creating partnerships and new sources of revenue, along with a personal focus on centering the student-athlete experience. I am especially grateful for Tim’s willingness to serve UCLA on a pro bono basis.
“Tim will develop a new strategy to grow revenue through partnerships, licensing and other ventures, while ensuring that our student-athletes and coaches have the required support to compete at the highest level.”
Criticism of Martin Jarmond intensified
Jarmond became increasingly unpopular after championing the hiring of football coach DeShaun Foster. The former Bruins star running back was fired three games into his second season after compiling a 5-10 record.
Fan dissatisfaction peaked last fall, when airplane banners calling for Jarmond’s dismissal flew over the Rose Bowl before two games. A van carrying a similar message also drove around campus.
Donors criticized Jarmond for being slow to embrace the importance of name, image and likeness initiatives, which are considered essential to the success of a modern college athletic department. They also questioned his decision not to fire football coach Chip Kelly despite years of mediocre results.
UCLA won nine NCAA championships during Jarmond’s tenure, but the football program went through three coaches, while the men’s basketball team has not reached the Sweet 16 since 2023.
Jarmond also oversaw UCLA’s move to the Big Ten, a shift that could eventually help the athletic department improve its finances. He chaired the search committee that hired Chesney, whose appointment has been widely praised as one of the biggest successes of the most recent football coaching cycle.
UCLA athletics criticized for lack of communication
Criticism continued to grow as UCLA Athletics developed a reputation for being unresponsive. In the fall of 2023, a database containing sensitive information about high-level donors was accidentally distributed by email to several dozen donors. The department did not issue an apology or provide further communication beyond a follow-up email recalling the message.
Former UCLA Chancellor Gene Block hired Jarmond from Boston College after interviewing him over Zoom during the COVID-19 pandemic. Jarmond was initially praised for his visibility and willingness to engage with fans on social media.
He posted live game highlights on Twitter and gave one fan free tickets during the UCLA men’s basketball team’s run to the 2021 Final Four. After Under Armour withdrew from its historic apparel agreement with UCLA, Jarmond helped the university secure a replacement deal with Nike that was well received by athletes.
In recent years, however, Jarmond’s social media presence became more subdued. He faced criticism after telling one fan to “read the room” when the fan criticized Kelly following UCLA’s football upset of rival USC in 2023.
