CHAPEL HILL, N.C. (WNCN) – The University of North Carolina and director of athletics Bubba Cunningham agreed to a new deal that will keep him in Chapel Hill for the next four years, but under a new title.
Cunningham, who’s guided the Tar Heels to 24 national championships while transforming athletic facilities on campus and navigating the university through significant changes over recent years, signed a two-year contract extension through July 2029. However, he will transition from his current position to a new role called “senior advisor to the chancellor and athletic director” in the summer of 2026, according to a news release on Tuesday.
School leaders said this new forward-looking position reporting to UNC Chancellor Lee Roberts will allow Cunningham to “focus his vast expertise on transformational university projects” that will position UNC athletics “successfully for the future.”
“As part of my last contract extension, I committed to working with university leadership on a succession plan that would positively position Carolina Athletics and our 28 teams for the future,” said Cunningham, who has been UNC’s director of athletics since 2011, in a released statement. “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.”
Meanwhile, UNC leadership announced the hiring of current Roush Fenway Keselowski (RFK) Racing President Steve Newmark, who has years of experience working in sponsorships, marketing, team operations and contract negotiations within NASCAR.
Newmark will serve as executive associate athletic director and report to Cunningham, initially focusing his attention on strategies tied to revenue-driving initiatives. His center of attention will be tailored to the UNC football and men’s and women’s basketball programs, before stepping into the full-time director of athletics position next summer.
“Like many passionate Tar Heel fans, avidly following UNC athletics has represented a special and unique bond with my family and friends since childhood, and I recognize the role it serves for the university, alumni, community and broader fanbase,” Newmark said in a statement. “I look forward to working with Bubba and the entire Tar Heel Nation to continue to elevate UNC’s status as a premier brand in college sports with top-tier programs across the board, and with student-athletes who represent North Carolina’s flagship institution with class on and off their respective playing fields. With collegiate athletics undergoing massive changes at all levels, UNC is well-positioned to take advantage of the new landscape.”
The Chapel Hill native worked as president of RFK Racing for the last 15 years. In addition to running the operations of the professional sports team, Newmark was also part of a small group that spearheaded the creation of the Charter System in NASCAR, and has continued to operate as a liaison with NASCAR on behalf of all teams in all major initiatives in the sport over the past decade.
Before his time in racing, he was a partner at the Charlotte-based law firm Robinson Bradshaw & Hinson, where he specialized in sports and entertainment, and worked extensively with the Southeastern Conference, Conference USA and the NCAA.
Newmark served on the advisory committee that assisted in hiring eight-time Super Bowl champion Bill Belichick as UNC’s head football coach. He’s also currently part of the advisory committee that will hire the new executive director of The Rams Club.
“Bubba is a national leader in his field, and his vision and dedication have helped Carolina Athletics reach new heights while navigating an unprecedented era,” UNC Chancellor Lee Roberts said in a statement. “We are excited to build on that success by incorporating Steve’s deep experience with strategic partnerships and sponsorships to build an even brighter future for Carolina Athletics.”
This announcement dropped on the same day as the official start of revenue sharing, where schools can begin directly paying athletes following the $2.8 billion House antitrust settlement.
“Now it’s time for somebody else to continue to build on the things we’ve had and make sure that we continue to grow as a department, and support the kids,” Cunningham said after the announcement. “We’ve got revenue shares, we’ve got to figure that out. And so … I just think now’s the time.
“I think it’s a really good time for me to say, ‘Hey, we’ve gotten it to here, let’s hand it off to somebody else — but I can stay involved in some other projects on the campus.’”
Cunningham’s tenure included elevating Hubert Davis to take over as men’s basketball coach when Hall of Famer Roy Williams retired in April 2021, as well as Belichick’s hiring.
It also included navigating the school through a multi-year NCAA infractions case tied to academic courses popular with athletes. That case reached a no-penalty conclusion in October 2017.
The school also won often. Eight different programs combined for 24 of the school’s 63 national championships in Cunningham’s tenure, while the school also had 22 individual national titles across seven sports.
Cunningham also recently completed a five-year term on the committee that selects the men’s NCAA Tournament field, including serving last year as chairman.
— The Associated Press contributed to this report