Son Landon, wife Casey, Higgins and daughter Laney give a Horns Up outside the Lee Roy Selmon Athletics Center at USF Tampa.
First CEO of Athletics
brings passion, purpose and a stellar track record
By Joey Johnston, ’81
This wasn’t just an introduction. It was more like a premiere.
With his typical theatrical flair and a resounding call to action, Rob Higgins, ’01, took the reins as USF’s first CEO of Athletics, a position that will entail much more than the traditional skill set of a collegiate athletic director.
Instead of the usual question-and-answer podium session, Higgins spoke into a body mic while working the crowd of Bay area luminaries, media, donors, staff members, student-athletes and fans at the Pam and Les Muma Basketball Center.
“We’re going to put a premium on process and performance,’’ he told them. “We will no longer tolerate using ‘potential’ as an excuse or a crutch. The days of defining ourselves based off some immeasurable metric of potential are now over.
"When everyone else laments the good old days of college athletics, we truly believe this is the golden era of college athletics, where the student-athletes are finally getting what they deserve. We will lead from the front every step of the way, plain and simple.’’
– Rob Higgins, CEO of Athletics
“The negativity that we’ve seen from time to time around our program is officially over as well. We have the resources, facilities and coaches to win right now in the American. I can tell you what we don’t have and won’t have, though, and that’s excuses and regrets. We’re going to be proactive and prepared.’’
Higgins further set the tone by reciting one of his favorite quotes:
“There comes different points in your life that are defining moments. When those moments come, you either define the moment or the moment will define you. Think about that. You have the chance to meet those moments head-on and shape their impact on the future. And what you do with every single one of those moments is totally up to you.’’
The author of that quote? USF Board of Trustees chair Will Weatherford.
In 2021, Higgins, Weatherford and Pro Football Hall of Famer Derrick Brooks led the host committee for the 2021, pandemic-era Super Bowl at Raymond James Stadium. The Tampa Bay Buccaneers won.
“We all defined that moment back then, which resulted in an unprecedented championship for our hometown, and we’re going to define this moment, too,’’ Higgins said.
NFL Network commentator and Tampa Bay area native Sara Walsh directed the Sept. 22 welcome program. Weatherford and Brooks joined the crowd, as did Tampa Mayor Jane Castor and former Mayor Bob Buckhorn. Popular local athletes included Pro Football Hall of Famer Ronde Barber, Yankees all-time great Tino Martinez, and MLB all-star José Bautista, ’14, Life member, along with prominent USF donors and civic, business and political dignitaries; and USF coaches, staff, cheerleaders and pep band members.
It was a celebration — and everyone was invited.
“Is there anyone who Rob Higgins doesn’t know?’’ asked Jay Stroman, Life Member, vice president for Advancement and CEO of the USF Foundation. Stroman had served as interim vice president for Athletics after Michael Kelly resigned his position in June to become athletic director at the U.S. Naval Academy.
The nationwide search for Kelly’s successor ended right down the street.
“We literally searched the world. Sometimes the answer is right in front of you,” said Mike Griffin, ’03, Life Member, Board of Trustees vice chair. “Rob was the first person and the last person we spoke with. There’s something to be said for putting our arms around our alumni. When your (USF) diploma is hanging on that wall, it means something.’’
From left: Mike Griffin, Board of Trustees vice chair; Will Weatherford, Board of Trustees chair; Higgins; President Rhea Law; Jay Stroman, senior vice president for Advancement; and Rocky join as Higgins is introduced to the USF community.
Higgins, who served as the Tampa Bay Sports Commission’s executive director for more than 20 years, said USF was always his dream destination.
His dad, Jack, is a 1971 USF grad and, growing up, Higgins had been a Bulls basketball ball-kid, then a team manager. He had a full-time job in Athletics managing facilities and events before graduating as a student majoring in mass communications.
“While others left for places where they thought the grass was greener, many of us always knew that the grass was greenest around Fowler and Fletcher,’’ he said.
“From those humble beginnings, look where he is today,’’ USF president Rhea Law said. “I am the first alum to serve as president. And we are so proud that Rob is the first alum to serve as CEO of athletics.’’
Higgins built a sterling reputation while leading the Tampa Bay Sports Commission. He helped attract Super Bowls, the College Football Playoff Championship Game, the NCAA Women’s Final Four, the NCAA Frozen Four, the NHL All-Star Weekend, the NCAA Volleyball Championships, the NCAA Men’s Basketball Tournament, the ACC and SEC Men’s Basketball Tournaments, the ACC Football Championship, the U.S. Gymnastics Championship, the Savannah Bananas and WrestleMania to the Tampa Bay area.
He brings expertise, passion and clout to his alma mater, which he says is uniquely positioned to make a significant impact in college athletics.
“This is USF taking its place at the top of the hierarchy of college athletics,’’ Higgins said. “It’s going to take you. It’s going to take me. It’s going to take all of us. And I can’t wait to get started.’’
And that he did, quickly announcing that he and his family — wife, Casey, and children Laney and Landon — will make a $25,000 annual contribution to USF Athletics.
“I’ve always dreamed of this moment of being able to give back financially to the place that I love,’’ Higgins said. “There’s no better time to do that than right now. … This isn’t a fairytale ending for our family. This is a fairytale beginning.
“I was born to be a Bull.’’
Meet the new CEO at usf.to/MeetRobHiggins
