The University of North Carolina has appointed RFK Racing President Steve Newmark as its new executive associate athletic director, setting him up to become the next athletic director when Bubba Cunningham steps down in 2026. This move aims to keep Carolina Athletics strong as college sports continue to go through significant changes and challenges.
Preparing for a Leadership Transition at Carolina Athletics
The university formalized a leadership succession plan by hiring Steve Newmark, marking a key moment in Carolina Athletics’ ongoing adaptation to the evolving college sports landscape. Newmark will initially serve as executive associate athletic director, working closely with Bubba Cunningham, who has led the Tar Heels to notable accomplishments such as 24 national championships and 11 top 10 Learfield Directors’ Cup finishes. Cunningham has accepted a two-year contract extension through July 2029, during which he will transition to a senior advisor role for both the chancellor and the athletic department after Newmark steps in as athletic director in the summer of 2026.
“As the college athletics landscape continues to evolve, the University of North Carolina and its Department of Athletics continue to adapt for success,”
—UNC Department of Athletics statement
“Director of Athletics Bubba Cunningham, who has led the Tar Heels to 24 national titles and 11 top 10 Learfield Directors Cup finishes while advocating for student-athlete opportunities, transforming Carolina’s facilities and successfully navigating an onslaught of industry change, has agreed to a two-year contract extension trough July 2029.”
—UNC Department of Athletics statement
Bubba Cunningham’s extension ensures continuity and guidance during the transition. Under his leadership, Carolina Athletics has made strides in both student-athlete development and facility upgrades, adapting well to industry changes and securing the program’s competitive standing.
Steve Newmark’s Experience and Role
“Further looking to adapt the Department to needs related to revenue share, NIL and commercial strategy, Carolina has hired current Roush Fenway Keselowski (RFK) Racing President Steve Newmark, a respect NASCAR leader with experience in sponsorships, marketing, team operations and contract negotiations, as Executive Associate Athletic Director,”
—UNC Department of Athletics statement
“Newmark will report to Cunningham and initially focus his attention on strategies tied to revenue-driving initiatives, particularly related to UNC’s Football and Men’s Women’s Basketball programs, before transitioning to the Director of Athletics role in the summer of 2026.”
—UNC Department of Athletics statement
Steve Newmark comes to Chapel Hill with a strong background in professional sports and business. As RFK Racing President, he built a reputation in NASCAR for expertise in team management, sponsorship deals, marketing, and complex negotiations. His early focus at UNC will be creating new revenue strategies, especially for high-profile programs like football and men’s and women’s basketball. This emphasis aligns with modern demands such as revenue sharing and Name, Image, and Likeness (NIL) developments within college athletics.
Cunningham Reflects on Succession and Future Vision
“As part of my last contract extension, I committed to working with the University leadership on a succession plan that would positively position Carolina Athletics and our 28 teams for the future,”
—Bubba Cunningham, Director of Athletics
“I appreciate the opportunity to extend my contract and enhance my role in a way that will allow me to continue to support our outstanding student-athletes, coaches and staff as we transition and navigate the changing athletics landscape. I am excited for the future.”
—Bubba Cunningham, Director of Athletics
Cunningham’s remarks point to a carefully constructed transition. His new senior advisor role will help guide both Newmark and Carolina Athletics through shifting priorities, including commercial ventures and student-athlete support. By joining forces with existing university leadership, both Cunningham and Newmark aim to serve Carolina’s student-athletes, coaches, and staff with stability and innovation.
Looking Ahead: Impact of the Leadership Change
The addition of Steve Newmark signals UNC’s intent to strengthen its revenue streams and business operations in the changing landscape of college sports. While the athletics department adapts new commercial approaches and strategies for the future, the presence of both Cunningham and Newmark provides continuity, strong leadership, and the potential for sustained success as the Tar Heels continue to compete at the highest level. The university’s approach reflects a strategic effort to remain ahead in a time of rapid transformation for collegiate athletics.
