With the Marshall University Board of Governors approving Gerald Harrison as the next Athletics Director, the department, steeped in tradition, enters a new chapter while facing the evolving reality of college athletics.
Previous athletic directors have faced their unique challenges, which have included making the jump to FBS in 1997, managing multiple rounds of conference realignment, and upgrading facilities.
Harrison’s challenge will be navigating the new world of college athletics, where athletes are not quite amateurs but not quite professionals. Athletic departments must be run efficiently and develop strategies to raise revenue through traditional and non-traditional means.
Harrison has already demonstrated his skill at managing the financial challenges of college athletics and an ability to bring donors into the program. Harrison spent the last eight years at Austin Peay State University, where the Governors won multiple conference championships —including three football titles—expanded into the United Athletic Conference, and made significant facility upgrades.
At Austin Peay, Harrison was celebrated for his fundraising achievements and forging strategic partnerships, most notably a groundbreaking collaboration with the Nashville Predators and a historic $15 million gift to the athletics program.
Under Harrison’s leadership, Austin Peay achieved its highest-ever annual fundraising totals, including a year in which the university raised $27.6 million — the most in its history. Fundraising milestones became a hallmark of his administration, including the successful Govs Give annual campaigns and the “What If” Campaign, which broadened donor engagement and increased giving participation
Harrison’s demonstrated fundraising acumen and strategic approach to long-term financial sustainability for athletic programs certainly played a major role in the decision to bring him to Huntington, where he will need to ensure programs have the resources to recruit and retain athletes.
Non-Power 4 Conference schools are implementing strategies that include regional collaboration, investment in Olympic and women’s sports, and innovative NIL partnerships with local businesses to help level the field in niche ways. Some schools have leaned into identity branding—emphasizing culture, community, and development—as recruiting tools that transcend financial disparities.
As revenue sharing and NIL reshape the college sports’ landscape, Marshall is entering a new era that will require thoughtful business strategies to increase fan and donor engagement to ensure that The Herd is not left behind in a world where only the rich compete—and only the richest survive.
Good Luck Gerald Harrison!