In the ever-evolving landscape of college football, one of the most significant shifts in recent years has been the rise of the general manager (GM) role within team operations. Traditionally a position more closely associated with professional sports, particularly the NFL, general managers are now becoming indispensable in the collegiate ranks, illustrating a clear trend towards managing the complexities of modern college football rosters.

**The Emergence of the College Football GM**

The transformation began in earnest around the mid-2010s, with programs like LSU, Ohio State, and North Carolina leading the charge by appointing individuals with titles like "general manager" or "director of player personnel." These roles were designed to tackle the burgeoning challenges of player recruitment, the transfer portal, and the advent of name, image, and likeness (NIL) rights for athletes. As of 2021, nine out of the 130 Football Bowl Subdivision (FBS) teams had an official general manager, showcasing the rapid adoption of this role.[](https://www.theadvocate.com/baton_rouge/sports/lsu/whats-a-general-manager-an-inside-look-at-a-growing-trend-in-college-football/article_ae9e139a-885d-11eb-bd03-033d0b6e17f6.html)

The primary catalyst for this shift has been the NCAA's transfer portal, which has effectively introduced a form of free agency to college football. This, coupled with the one-time transfer rule, has necessitated a more sophisticated approach to roster management. GMs have become pivotal in keeping up with the fast-paced changes in player eligibility and movements, ensuring that teams can quickly adapt and capitalize on available talent.[](https://www.nytimes.com/athletic/4857420/2023/09/13/college-football-recruiting-general-managers-dpp/)

**Roles and Responsibilities**

The duties of a college football GM encompass much more than traditional recruitment. They oversee all aspects of football staff operations, from scouting high school talent and evaluating potential transfers to managing the integration of new players into the team's culture and strategy. Unlike their NFL counterparts, college GMs often work under the direct supervision of the head coach, assisting in executing the coach's vision rather than having autonomous decision-making authority over roster composition.[](https://www.theadvocate.com/baton_rouge/sports/lsu/whats-a-general-manager-an-inside-look-at-a-growing-trend-in-college-football/article_ae9e139a-885d-11eb-bd03-033d0b6e17f6.html)

Beyond player acquisition, GMs are also involved in managing facilities, planning renovations, and even setting up scouting departments that function similarly to those in professional leagues. This holistic approach to team management has been likened to running a small-scale professional franchise, with LSU, for example, aiming to establish a research branch in football operations akin to a pro scouting department.[](https://www.theadvocate.com/baton_rouge/sports/lsu/whats-a-general-manager-an-inside-look-at-a-growing-trend-in-college-football/article_ae9e139a-885d-11eb-bd03-033d0b6e17f6.html)

**Impact on Coaching and Team Strategy**

The introduction of GMs has not only professionalized the management aspect of college football but has also altered coaching dynamics. Head coaches, traditionally burdened with both on-field tactics and off-field logistics, can now delegate much of the roster management to a specialized role, allowing them to focus more on game strategy and player development. This division of labor has been described as an effort to manage the "organized chaos" of modern recruiting, where immediate responses to transfer portal entries are crucial.[](https://www.espn.com/college-football/story/_/id/31795157/the-rise-college-football-general-manager)

Moreover, the GM role brings a layer of financial oversight, especially with the increasing involvement of NIL deals. Managing these aspects requires a keen understanding of how to leverage athletes' marketability while ensuring compliance with evolving NCAA regulations, adding another dimension to the GM's responsibilities.[](https://www.usatoday.com/story/sports/ncaaf/2024/12/11/college-football-general-managers-nil-oversight/76862959007/)

**Future Prospects and Challenges**

As college football continues to mirror aspects of the professional game, the role of the GM is expected to grow further. With the NCAA considering proposals for unlimited on-field coaching staff, the structure of support staff, including GMs, might expand even more, potentially mirroring NFL teams with specialized roles like assistant coaches for specific positions.[](https://247sports.com/college/west-virginia/article/watch-whats-the-role-of-todays-college-football-general-manager-231760171/)

However, this trend also brings challenges, including the potential for increased costs for universities, which must balance these expenditures against athletic department budgets. Moreover, there's a learning curve for these new GMs, many of whom come from backgrounds in professional sports or different sectors of college athletics, requiring them to adapt quickly to the unique demands of college football.

The general manager's role in college football is a testament to the sport's dynamic shift towards a more structured, business-like approach to managing teams. This trend not only reflects the complexities introduced by new rules and opportunities but also signifies college football's attempt to maintain competitive parity in an increasingly professionalized environment. As this role continues to evolve, it will be fascinating to observe how these "football business leaders" shape the future of college sports, balancing tradition with the demands of a modern athletic landscape.