The University of South Florida just made a move that shows how serious they are about competing at the highest level. Rob Higgins isn’t just another athletics hire–he’s the guy who brought Super Bowls and national championships to Tampa Bay. Now he’s taking those same skills to transform USF into something the college sports world hasn’t seen before.
Why Did USF Create Its First-Ever CEO of Athletics Position?
On Tuesday, the University of South Florida named Higgins its first-ever CEO of Athletics. Higgins, the longtime executive director of the Tampa Bay Sports Commission, worked tirelessly and was instrumental in securing the Tampa area’s Super Bowls and College Football Playoff National Championship games.
He served as president and CEO of the Tampa Bay Super Bowl LV Host Committee in 2021 and was on the operations committee for Super Bowl XLIII in 2009. Additionally, he was part of the team that brought four NCAA Women’s Basketball Final Fours and three NCAA Men’s Basketball Tournaments to Tampa Bay.
What Makes Rob Higgins the Right Choice for This Transformation?
Anthony Becht, former tight end and father of Iowa State Cyclones QB Rocco Becht, played 12 years in the NFL, including three years with the Tampa Bay Buccaneers from 2005 to 2007. After playing pro football, he made his home in Tampa and coached at Wiregrass Ranch High School in Pasco County.
Becht posted, “Congrats to @RHiggins_USF Well deserved! There’s no one more tapped in to the Tampa Bay area! He knows how to build. Great hire by the @USFAthletics.”
Congrats to @RHiggins_USF Well deserved! There’s no one more tapped in to the Tampa Bay area! He knows how to build. Great hire by the @USFAthletics🤙🏼 https://t.co/OUL4cQNkkL
— Anthony Becht (@Anthony_Becht) September 10, 2025
College sports are bigger than ever, and that’s precisely why USF made this move. The days of a major university relying on an athletic director to handle its portfolio of teams, athletes, stadiums, and overall athletic program are over. With the influx of broadcast dollars, the advent of NIL money, and paying players, universities have quickly transitioned their athletic programs into operations comparable to those of their professional ranks. Higgins’ hire reflects that transformation.
This isn’t just a business decision for Higgins. He takes over an operation and sports program that has been increasing its popularity and national profile over the last 20 years, and he’s been a longtime supporter of the program. He went to his first USF men’s basketball game when he was eight and became a ball boy for the team.
“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. Cliches are often rooted in some truth, but this truly is a dream come true. I could not be more honored to take on this responsibility and could not be more excited to get started,” Higgins said in a press release. “Go Bulls!”
The University of South Florida has scheduled an introductory press conference for Sept. 22.