(BCSNN) — In a move that surprised much of the college athletics world, UCLA fired athletic director Martin Jarmond, ending his six‑year tenure and ushering in a sudden leadership shift just days before the Bruins open the football season.
In a letter to the UCLA community, chancellor Julio Frenk cited the program’s mounting financial issues as the driving force behind the decision, writing that Bruins athletics “currently carries a significant financial deficit, and its current path is not sustainable.”
“I am grateful to Martin for his extraordinary service to UCLA and for his leadership over the past six years,” Frenk said. “During his tenure, UCLA’s student-athletes continued to achieve at the highest levels, including three NCAA championship titles last year.”
Frenk confirmed an ESPN report that longtime Los Angeles Lakers executive Tim Harris will serve as CEO and athletic director on an interim, pro bono basis. Harris spent 35 years with the Lakers and is widely known for his business acumen and deep ties across the sports landscape.
“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,” Frenk said. “He brings decades of experience in creating partnerships and new sources of revenue, along with a personal focus on centering the student-athlete experience.”
Jarmond is owed $6.5 million remaining on his contract, including a $5.9 million base and a retention bonus. He arrived at UCLA in 2020 from Boston College and oversaw several major transitions, including the Bruins’ move from the Pac‑12 to the Big Ten in 2024 alongside USC.
He also played a central role in UCLA’s recent football coaching changes. Last September, Jarmond announced a search committee to hire the next Bruins head coach — a group that included prominent UCLA alums such as Washington Commanders general manager Adam Peters and former Golden State Warriors GM Bob Myers. The process culminated in December with the hiring of Bob Chesney, who led James Madison to a College Football Playoff appearance last season. UCLA is set to begin the Chesney era Saturday against Cal.
During his tenure, Jarmond oversaw the departure of Chip Kelly in 2024 and hired former UCLA running back DeShaun Foster, who went 5–10 before being fired last year after an 0–3 start.
Frenk said Harris will be tasked with stabilizing the department and charting a new financial course.
According to Frenk, Harris will develop “a new strategy to grow revenue through partnerships, licensing and other ventures.”
“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,” Frenk said. “I believe UCLA should help lead the transformation of intercollegiate athletics: our future must be shaped by purpose — not by pressure.”
With an expensive move to the Big Ten, being considered an "unprofitable brand" by Under Armour, and the introduction of the NIL era, only time will tell if the UCLA Bruins can still compete. It's up to Tim Harris to see if it's possible now.
