Carolina extends Bubba Cunningham’s contract, names athletics director successor
Racing executive Steve Newmark will begin as executive associate athletic director and take on the AD role in summer of 2026 as Cunningham transitions to new University position.
As the college athletics landscape continues to evolve, UNC-Chapel Hill and its athletics department continue to adapt for success.
Bubba Cunningham — who since 2011 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 through July 2029.
He will remain in his current role until the summer of 2026 before transitioning to senior adviser to the chancellor and athletics director, a new forward-looking position reporting to Chancellor Lee H. Roberts that will allow Cunningham to focus his expertise on transformational projects that will position the University and Carolina 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. “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.”
Further looking to adapt the department to needs related to revenue share, name, image and likeness, and commercial strategy, Carolina has hired current Roush Fenway Keselowski Racing President Steve Newmark, a respected NASCAR leader with experience in sponsorships, marketing, team operations and contract negotiations, as executive associate athletics director.
Newmark will report to Cunningham and initially focus his attention on strategies tied to revenue-driving initiatives, particularly related to Carolina’s football and men’s and women’s basketball programs, before transitioning to the athletics director role in the summer of 2026.
Roberts and Cunningham recognize these changes are important steps in further adapting Carolina athletics to meet the immediate needs of the modern college sports model, including direct revenue sharing and the evolution of NIL deals, roster limits and scholarships. Over the past year, Cunningham has consolidated NIL programming and related collectives, named five general managers (football, men’s Basketball, women’s basketball, baseball and department-wide), established the Excellence Fund campaign in coordination with The Rams Club, hired the department’s first chief revenue officer, continued an analysis for the future home of Carolina basketball and engaged with Huron Consulting Group to analyze new commercial and economic opportunities as well as the department’s structure.
“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. “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.”
A Chapel Hill native with strong ties to the University, Newmark has served as president of RFK Racing for the past 15 years. In addition to running the operations of the professional sports team, Newmark also was part of a small group that spearheaded the creation of the Charter System in NASCAR and has continued to serve as a liaison with NASCAR on behalf of all teams in all major initiatives in the sport over the last decade.
Prior to joining RFK Racing, Newmark 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 Carolina’s head football coach, and he is currently part of the advisory committee that will hire the new executive director of The Rams Club.
A graduate of the College of William & Mary and the University of Virginia School of Law, Newmark will assume his role as executive associate athletics director Aug. 15.
“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,” Roberts said. “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.”
During Cunningham’s tenure, eight different teams — men’s basketball, field hockey, men’s and women’s lacrosse, men’s and women’s soccer and men’s and women’s tennis — have combined for 24 of Carolina’s 63 national championships.
In addition, Tar Heels have won 22 individual national titles across seven different sports, and 15 teams have combined for 44 ACC tournament titles.
