High School Athletic Directors Say They’re Running ‘Mini Colleges’
ADs are managing a growing list of demands from athletes and parents.
High school athletic directors are feeling the pressures of modern high school sports, likening their roles to running mini-colleges. Mike Harrison, an athletic director, spends his days managing ads, creating hype videos, and promoting athletes on social media. This is part of a broader trend, with around a dozen long-tenured ADs discussing the evolution of the role with Front Office Sports.
The rise of name, image, and likeness (NIL) and short-form social media has made the job more demanding and visible. In states with open-enrollment policies like Florida, there has been a surge in athlete transfers, making it harder for schools to build and maintain strong teams. This churn requires ADs to constantly re-recruit athletes, similar to the college athletics transfer portal.
Additionally, private content creators and travel coaches are increasingly present at high school events, putting pressure on ADs to maintain visibility and meet families' expectations. While NIL deals are rare at the high school level, ADs are preparing for the compliance aspect that will inevitably come.
Written by urgent.news from Front Office Sports's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
