Q&A With ACC’s New CEO: Why Jason Brown’s Adherence to a Few Simple Rules Keeps Opening Career Doors
Charlotte, NC – August 29, 2025 – Jason Brown, the newly appointed CEO of the Atlantic Coast Conference (ACC), sat down for an exclusive Q&A with The Athletic on the sidelines of the conference’s annual media days. Brown, a veteran sports executive with a storied career in college athletics, took the helm of the ACC in July 2025 following the retirement of long-time commissioner Jim Phillips. His appointment came at a pivotal time for the conference, amid ongoing realignment battles, escalating media rights negotiations, and the looming impact of NIL (Name, Image, Likeness) reforms and potential revenue-sharing models in college sports. But beyond the high-stakes decisions facing the ACC, Brown’s journey to the top is a testament to a philosophy built on a handful of simple, unwavering rules: integrity, relationship-building, adaptability, and a commitment to excellence. In this candid conversation, Brown shares how these principles have propelled him from a small-town upbringing to leading one of the Power Five conferences, offering insights that resonate far beyond athletics.
The Path to the Presidency
Brown’s career trajectory is the stuff of sports administration lore. Born and raised in rural North Carolina, he earned a degree in sports management from the University of North Carolina at Chapel Hill in 1998, where he played wide receiver for the Tar Heels. After a brief stint in professional football with the NFL’s Carolina Panthers as an undrafted free agent, Brown pivoted to administration, starting as a compliance assistant at UNC in 2000. He climbed the ranks, serving as deputy athletic director at Duke University (2010–2015), executive associate commissioner at the Big 12 (2015–2018), and most recently as the ACC’s chief operating officer since 2018. His unanimous selection as commissioner was praised by ACC Council of Presidents Chair Jim Ryan, who noted Brown’s “unmatched blend of operational expertise and personal integrity.”
In the Q&A, Brown reflects on how his “simple rules” have been the constant thread through decades of change in college sports.
Q: Jason, congratulations on your new role. You’ve often spoken about adhering to a few simple rules that have guided your career. Can you walk us through what those are and how they’ve shaped your path?
A: Absolutely, and thank you—it’s an honor to lead this incredible conference. My rules aren’t rocket science; they’re the basics that keep you grounded in a high-pressure world like college athletics. First and foremost: Integrity above all. I’ve always believed that doing the right thing, even when no one’s watching, builds trust that opens doors you never imagined. Second: Build genuine relationships. Sports isn’t just about wins and losses; it’s about people. I’ve made it a point to listen more than I talk, whether it’s with student-athletes, coaches, or presidents. Third: Adapt or get left behind. College sports evolves faster than ever—think NIL, transfers, conference realignment—so flexibility without losing your core values is key. And finally: Pursue excellence relentlessly. Whether it’s negotiating a media deal or supporting a program’s success, aim high, but always with humility. These rules started in my playing days at UNC, where Coach Mack Brown taught me that character wins championships. They’ve carried me from compliance roles to this desk, and they’ll guide the ACC forward.
Q: Let’s talk about integrity. You’ve been in the room for some of the biggest controversies in college sports, like the NCAA’s mishandling of NIL rules and the House v. NCAA settlement. How has sticking to your principles helped you navigate those?
A: Integrity has been my North Star, especially in tough spots. Take the NIL era: When it exploded in 2021, there was chaos—schools scrambling, boosters cutting deals left and right. As COO, I pushed for transparency and fairness, advocating for guidelines that protected student-athletes without exploiting them. We saw what happened when rules were bent; it led to lawsuits and distrust. By adhering to ethical standards—always prioritizing the athlete’s well-being—I’ve built alliances with the NCAA, other conferences, and even Congress. That trust paid off when the ACC helped broker parts of the $2.8 billion settlement in House v. NCAA earlier this year. Doors opened because people knew I wasn’t playing games; I was there to do right by everyone. It’s simple: Integrity isn’t just a rule; it’s a strategy that sustains long-term success.
Q: Relationship-building seems crucial in your world of conference realignment. The ACC has lost schools like Florida State and Clemson to the SEC and Big Ten bids, but you’ve also added California, Stanford, and SMU. How do personal connections factor into retaining or attracting members?
A: Relationships are the glue that holds this together. I’ve always followed the rule of treating people like family—because in college sports, they often are. When rumors swirled about FSU and Clemson in 2023, I didn’t just send emails; I picked up the phone, flew to Tallahassee and Clemson for face-to-face talks. Listening to their concerns about revenue shares and competitive balance built bridges, even if we couldn’t keep everyone. On the flip side, for expansions like Cal and Stanford in 2023, those relationships with Pac-12 leaders from my Big 12 days were invaluable. We weren’t just adding schools; we were welcoming partners. And look at SMU—my ties to Texas executives smoothed that transition. These connections aren’t transactional; they’re rooted in mutual respect. That’s why, despite the turbulence, the ACC remains stable with 17 members heading into 2025. Simple rule: Invest in people, and opportunities follow.
Q: Adaptability is your third rule, and 2025 has been a whirlwind with the new revenue-sharing model allowing schools to pay athletes up to $20 million annually. How is the ACC adapting, and what challenges do you foresee?
A: Adaptation is non-negotiable in this game. The revenue-sharing shift, stemming from the NCAA settlement, flips the script on how we operate. At the ACC, we’re adapting by creating a centralized NIL collective to ensure equitable distribution across our schools—football powerhouses like Clemson get it, but so do basketball giants like Duke and non-revenue sports at Wake Forest. We’ve allocated $150 million from our ESPN deal for this, focusing on Title IX compliance to keep women’s programs strong. Challenges? Budgeting without cutting scholarships or facilities, and ensuring smaller schools like Boston College aren’t left behind. But by staying flexible—piloting data-driven athlete wellness programs and partnering with tech firms for NIL tracking—we’re turning potential pitfalls into strengths. My rule here: Embrace change proactively, and it becomes your advantage. We’ve seen conferences like the Big Ten struggle with infighting; our adaptability keeps us unified.
Q: Finally, pursuing excellence with humility—how does that play out in your vision for the ACC? With the College Football Playoff expanding to 12 teams and basketball’s March Madness format evolving, what doors do you see opening for the conference?
A: Excellence with humility means setting ambitious goals but staying grounded in service. For the ACC, our vision is to be the premier conference for student-athlete success—on the field, in the classroom, and beyond. With the 12-team playoff, we’re positioned perfectly: Eight automatic bids mean our champions like Miami or NC State get in, and our at-large strength (look at our 2024 football slate) secures more spots. In basketball, with Duke, UNC, and UVA, we’re perennial contenders; the new format favors our depth. Doors opening? Massive ones—enhanced media rights could push our deal past $600 million annually by 2027, funding better facilities and athlete support. But humility reminds me: Success is shared. We’ll invest in HBCU partnerships and mental health initiatives, ensuring excellence lifts everyone. These rules have opened every door in my career; applying them here will keep the ACC at the forefront.
Why Brown’s Rules Resonate
Jason Brown’s philosophy isn’t just personal lore; it’s a blueprint for success in an industry under siege from legal battles, athlete empowerment, and financial pressures. As the ACC navigates 2025’s uncertainties—including potential further realignments and the integration of esports—Brown’s adherence to integrity, relationships, adaptability, and excellence positions him as a steady hand. Insiders praise his low-key style, contrasting with flashier commissioners like the SEC’s Greg Sankey. “Jason’s rules are why he’s here,” said ACC football chair Ryan Day. “They build trust that wins in the long game.”
Brown’s tenure begins with promise: The conference’s 2025 football schedule features marquee matchups like UNC vs. Notre Dame, and basketball non-conference slates promise rivalries that boost TV ratings. Yet challenges loom, from revenue disparities to antitrust scrutiny. If Brown’s simple rules hold, as they have throughout his career, the ACC could emerge stronger, proving that in sports—and life—fundamentals open the biggest doors.
For more on the ACC’s future, visit TheAthletic.com or follow updates on X with #ACCFootball.