NBA Stars Join College Basketball
Boston Celtics guard Derrick White and other NBA stars assume new college basketball front office roles.
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Boston Celtics guard Derrick White has taken on a new role at his college alma mater. On June 24, 2026, White was named the first-ever "President of Basketball Strategy" at the University of Colorado, according to CU Athletics. He also donated $2 million to the program upon taking the position.
White is not alone. NBA stars and analysts are joining college basketball front offices across the country. Stephen Curry, Trae Young, and ESPN analyst Kendrick Perkins have all taken similar roles at their respective alma maters. The trend is reshaping how college programs recruit players and manage money.
What Derrick White Will Actually Do at Colorado
White's title sounds big, but what does it mean in practice? According to CU Athletics, his job covers three main areas: mentoring players, advising on roster construction, and helping with donor relations. Think of it like an NBA front office — but for college basketball. White will help coaches decide which players to recruit and how to spend the program's NIL budget.
White said he wants to be "a resource to the players" and draw on lessons from two elite NBA organizations. "I've been in two special organizations — the Celtics and the Spurs — so I know about basketball and what wins," he said, per On3. Colorado head coach Tad Boyle called White "the perfect person to teach, lead, and inspire future players."
NIL and the House Settlement Are Driving This Trend
The rise of college GMs is a direct result of major changes in college sports rules. In 2021, the NCAA allowed athletes to profit from their name, image, and likeness — known as NIL. Then came the "House v. NCAA" settlement, which let schools share revenue directly with athletes. Top recruits can now earn $3 million to $6 million per year, according to The Washington Times.
Schools are now competing like pro teams in a free-agent market. Programs need people who understand "cap management" — that is, how to divide a limited NIL budget across a roster. NBA stars and front-office veterans bring exactly that kind of expertise. NIL money has also kept more players in college. Early draft entries dropped 49% compared to 2024, per The Washington Times.
Other NBA Figures Who Have Made the Jump
Derrick White is the latest in a growing list. On June 19, 2026 — just five days before White's announcement — ESPN analyst Kendrick Perkins became the first General Manager in Jackson State history, per HBCU Gameday. Stephen Curry and Trae Young were named "Assistant General Managers" at Davidson and Oklahoma, respectively, back in August 2025, according to BET. Curry's involvement helped raise an eight-figure fund for Davidson athletes.
Not all these roles carry the same weight. Industry outlet Front Office Sports draws a line between "star power" hires — like White and Curry — and full-time operational GMs like Wes Wilcox, who left a job as Assistant GM of the Sacramento Kings to run Utah's basketball operations in March 2025. The stars bring credibility and recruits. The career executives handle compliance and agent negotiations.
Critics Worry the Model May Not Be Sustainable
Not everyone is cheering. Some critics warn of "NIL donor fatigue" — the risk that the constant need for fundraising will burn out the boosters who bankroll these programs. A top-tier college roster can now cost more than $10 million per year, per Front Office Sports. Schools without a champion-level ambassador may get left behind entirely.
ESPN analyst Jay Bilas sees the upside. "For people like me who love college basketball, [NIL] is a good thing," he told Front Office Sports. But analysts also warn that as the line between college and pro sports disappears, a formal professional league structure could emerge within the next two to three years.
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