UCLA Athletics is getting a new leader, with Chancellor Julio Frenk announcing on Monday that Martin Jarmond has been fired as athletic director. Replacing him as chief executive and director of athletics is Tim Harris, a UCLA alum who spent more than 35 years in business operations with the Lakers. The change comes after Jarmond’s six-year tenure, which included a move to the Big Ten Conference and a significant financial deficit for the department.
Chancellor Frenk stated that UCLA Athletics "currently carries a significant financial deficit, and its path is not sustainable." He emphasized the need for a new model that protects the program's breadth, creates opportunities for student-athletes and coaches, and supports itself through revenue generation. Frenk noted the rapidly evolving college landscape, including soaring costs from name, image and likeness compensation, as a key factor in the shift to Harris' leadership. Harris is reportedly accepting the new role on a pro bono basis.
During his time at UCLA, Jarmond oversaw teams that secured nine NCAA championships, including a women's basketball national title last season. The Bruins also claimed 10 conference championships during their first season in the Big Ten, more than any other school in the conference. Despite these successes, the athletic department accumulated $51.8 million in debt by the end of the 2024 fiscal year, requiring a university bailout. While Big Ten revenue has helped chip away at the deficit, the expense of fielding competitive teams continues to climb.
Jarmond also faced challenges with the football program. After fans called for coach Chip Kelly's firing in 2023, Jarmond preferred continuity, only for Kelly to later take an offensive coordinator job at Ohio State. Jarmond then hired DeShaun Foster, a running backs coach, who was beloved by players but lacked experience. Foster was fired after a 5-10 record and an 0-3 start to the 2025 season. During Jarmond’s tenure, the football program won one bowl game, the LA Bowl, and recorded multiple seasons with record low attendance. Some UCLA donors publicly questioned his leadership as he struggled to connect with them.
Tim Harris' charge from Chancellor Frenk is to develop a new strategy for revenue growth through partnerships, licensing, and other ventures. This is intended to ensure student-athletes and coaches have the support needed to compete at the highest level. It remains unclear whether Jarmond will receive all or part of the $5.9 million remaining on his contract extension, which runs through June 30, 2029.
