The USF Bulls have a new man leading the athletic department. His name is Rob Higgins.
If the name sounds familiar to you, it should. Over the last 23 years, Rob Higgins has worked tirelessly to transform the Tampa sports scene from an afterthought to a sporting event destination.
Why is USF hiring a CEO of Athletics?
The collegiate sports landscape is ever-changing. It is no longer just about leading the athletic department, managing teams, or balancing a budget. It’s building a competitive, growing revenue, leading through the changes, and positioning the university nationally.
Many universities have already hired an athletics CEO to manage the NIL and navigate conference realignment. NIL has been the most significant change to collegiate athletics, allowing students to monetize their brand and engage in revenue sharing. In the last few years, colleges and universities have moved closer to the business model of professional sports, and the CEO of Athletics is there to help and guide the university through these changes.
To maintain its advantage in recruiting and various sports, USF had to start running the athletic program like a business to ensure success in this new environment. The CEO needs to be able to communicate effectively in the boardroom and the locker room. He must also understand revenue, be able to sell the brand on the national stage, attract the best talent, and embrace innovative ways of doing things. USF has found that guy in Rob Higgins.
After graduating from USF, Higgins worked as a staff member for USF Athletics, helping oversee facilities and event management. He was inducted into USF’s Zimmerman School of Advertising Hall of Fame in 2015, and in May 2025, he received the Distinguished Citizen Award at USF Commencement. Higgins has served as executive director of the Tampa Bay Sports Commission since 2004.
Under Higgins’ leadership, the Tampa region is now the premier destination in the country for sports and entertainment. Higgins was president and CEO of the Tampa Bay Super Bowl LV Host Committee in 2021 and was also on the bid and operations committee that hosted Super Bowl XLIII in 2009.
Tampa has also hosted a College Football Playoff National Championship, the NCAA Women’s Final Four four times, the NCAA Men’s Basketball Tournament three times, the Hockey NCAA Frozen Four three times, the NCAA Women’s Volleyball Championship, NHL All-Star weekend, NHL Stadium Series, and Wrestlemania 37.
The NHL Stadium Series will be played in Tampa on February 1 this winter, with the Lightning hosting the Boston Bruins at Raymond James Stadium.
Higgins, a former USF Athletics staff member, becomes the first USF alum to lead the Athletics department.
USF President Rhea Law discussed Higgins and what makes him perfect for this new role.
“Rob is a terrific example of the impact our alumni make every day. Through his tireless efforts over the past two decades, Rob has helped elevate Tampa Bay through hosting events that generate economic impact for our communities, attract thousands of visitors to the area, and grow the region’s brand to audiences across the world. We’re proud of all his successes and look forward to everything he will accomplish as our CEO of USF Athletics.”
Higgins has been named to the Tampa Bay Business Journal’s Power 100 each of the last five years and selected for Street & Smith’s Sports Business Journal’s “Forty Under 40″ and the Tampa Bay Business Journal’s “30 Under 30” lists. The Tampa Bay Times named him one of the top 10 difference makers in Tampa Bay, and the Huffington Post listed him as one of the top 30 sports marketers in the world.
Higgins begins his new role immediately and will oversee the finishing touches on the new on-campus football stadium that will be ready in 2027. There is also constant talk of a new conference for USF as the athletic program continues to grow and become more competitive.
Higgins is excited to step into his new role. “I never imagined that an opportunity to volunteer as a young boy at USF basketball games would take me down a path to a career of over 20 years serving at the Tampa Bay Sports Commission, and now the opportunity to return to my alma mater as the first CEO of Athletics. This is truly a dream come true. I could not be more honored to take on this responsibility and could not be more excited to get started. Go Bulls!”