Imagine NBA superstars like Steph Curry stepping into roles usually reserved for executives, not just playing on the court but shaping college basketball programs. It's a game-changer that's got fans buzzing—and maybe sparking some heated debates. But here's where it gets controversial: Are these pros blurring the lines between professional and amateur sports, giving their alma maters an unfair edge? Let's dive into this fascinating trend, from Curry's legendary touch to the ripple effects across college hoops, and uncover what it really means for the future of the game.
Picture this: Josh Scovens, a junior guard on the Davidson men's basketball team, felt his palms getting so clammy he wondered if he'd even be able to grip a basketball properly, let alone sink a shot. It was July, and the Wildcats had taken over a high school gym in the Bay Area for a special session. 'Just stay calm,' he repeated to himself. He signaled to Devin Brown, a freshman guard, and they turned away from the door, starting their warm-up routine. Manie Joses, a sophomore forward, was rebounding shots. But after a few hoops, Joses' eyes widened in shock.
'That impressed by us already?' Scovens joked. Then, a tap on his shoulder made him spin around—and his jaw hit the floor. 'Hey, man,' said the greatest shooter in NBA history, hand outstretched. 'I'm Steph.'
'D-duh!' Scovens stammered, overwhelmed with excitement at meeting Stephen Curry, Davidson's most iconic graduate. 'Of course you are!'
Back in 2008, as a slender 20-year-old, Curry propelled Davidson to a memorable Elite Eight appearance. Now a 11-time All-Star and four-time NBA champion with the Golden State Warriors, Curry has always stayed connected to his old school. But in March, things escalated dramatically when Davidson revealed Curry would act as assistant general manager for both men's and women's basketball—a groundbreaking collaboration with an active pro athlete. For beginners wondering what that entails, a general manager in sports handles big-picture decisions like building rosters, recruiting talent, and managing finances, though this title is largely honorary here.
This bold move kicked off a wave in college basketball. Several current NBA players are taking on similar positions at their former schools, such as Portland Trail Blazers guard Damian Lillard at Weber State, Atlanta Hawks guard Trae Young at Oklahoma, and Brooklyn Nets guard Terance Mann at Florida State. Just last week, Duke unveiled that Boston Celtics star Jayson Tatum would become the program's inaugural chief basketball officer.
You don't have to be a current player or even an alum to join the fun: Legendary Hall of Famer Shaquille O’Neal serves as GM at Sacramento State, where his son Shaqir is a senior under rookie coach Mike Bibby, who logged 14 NBA seasons.
These celebrities are pitching in for fundraising, recruiting, and whatever else pops up. Yet, the GM title is mostly symbolic, a way to lend their star power without the full-time grind.
To put this in context, around two-thirds of major college basketball programs have dedicated full-time GMs (or equivalents) who focus on assembling teams, including handling multi-million-dollar salaries through revenue sharing and fan-funded collectives. For newcomers to college sports, revenue sharing means schools distribute earnings from things like TV deals, and collectives are groups of boosters pooling money to pay athletes under new rules allowing name, image, and likeness (NIL) deals—essentially letting players profit from their personal brand.
College football has seen similar star involvement, with big names like Andrew Luck at Stanford, Ron Rivera at Cal, and Michael Lombardi at UNC actually on campus daily, tackling rosters, recruiting, and pay talks, while coaches stick to strategy. At Stanford, Luck even oversees hiring and firing coaches. But NBA pros like Curry have to balance this with their own team practices and games.
Schools are constantly brainstorming ways to compete in the NIL era, where players can transfer freely and earn money, Austin Buntz, Davidson's head GM—who once worked with Curry at Under Armour—explained. For mid-major programs without football's financial boost, it's a battle to avoid becoming mere talent pipelines for powerhouse conferences.
Money makes a difference. Curry teamed up with fellow Davidson alum Matt Berman (a soccer player there) and Berman's parents to launch a fund for men's and women's hoops. Buntz wouldn't specify the amount but called it 'well into eight figures.' Curry vowed in March to keep championing Davidson.
Davidson covered the Bay Area trip from its operations budget. Scovens, a transfer from Army, figured he might meet Curry, but practicing alongside him? Unthinkable.
'Everyone knew Stephen supported the program,' Buntz said. 'We decided to formalize it—and it exploded. We never expected other schools to ask how we did it.'
NBA star, college recruiter: Lillard, drafted 13 years ago, texts Weber State coach Eric Duft after games with insights. He visits Ogden, Utah, whenever possible, offering guidance to aspiring Big Sky Conference players. Duft noted Lillard is blunt about his journey—from being overlooked (no Power 4 offers in high school) to becoming a nine-time All-Star.
Weber State's players aren't immune to starstruck moments. 'After his talk this summer, two admitted they zoned out for the first 15 minutes,' Duft recalled. Too dazzled to listen.
A legacy lives on in Ogden: Legendary Wildcat Damian Lillard is now officially Weber State Men's Basketball's General Manager.
Dame is assuming a leadership position to mold the future of Wildcat basketball.
A new chapter starts now. #WeberStateGreat #DameTime pic.twitter.com/MV3bVHX6st
— Weber State Men’s Basketball (@WeberStateMBB) August 3, 2025
'I care deeply about mentoring and steering the sport positively,' Lillard said, envisioning a day when top prospects choose Weber State for 'something money can't buy.'
He hit the ground running, months ago alerting Duft to an underrated point guard from Oakland—who committed in March and debuts November 3.
'I don't know what Dame said,' Grayson shared, 'but it sealed the deal.'
None of these NBA players draw salaries from their schools, though Weber State is considering a small stipend for Lillard.
'We've checked the rules,' Duft said. 'Could he travel? Wear our gear at AAU events? We might pay him $1 a year to make him an official employee.'
Young, after Oklahoma's early NCAA exit last year due to struggles with retaining players in the transfer portal (where athletes can switch schools freely), felt compelled to help. Living in Norman off-season, he cheers the Sooners and even appeared on ESPN's College GameDay in September, rallying the crowd with chants.
With OU missing the tournament three of four years, Young wants to be hands-on. 'I might not chat with every recruit, but for top ones, I'm calling. If we're not pursuing someone aggressively, I'll speak up—without overstepping.'
At Sacramento State, O'Neal boosts fundraising to elevate the program toward FBS status (the top level of college football). He hasn't joined practices yet for son Shaqir, but Bibby welcomes it. 'Shaq does Shaq,' Bibby chuckled. 'Even if he answers one in three calls, we're lucky.'
In July, Curry went beyond inviting Davidson to his Bay Area session—he joined drills in a Wildcats jersey, missing shots but keeping spirits high.
'He clanged nine threes straight!' Scovens exclaimed. 'But his energy never faded—he kept motivating us, showing even legends struggle.'
Players admired his relatability. Coach Matt McKillop, seeking his first NCAA bid, noted Curry's deep loyalty, shaped by his father's coaching tenure.
'He embodies Davidson daily,' McKillop said. 'Players will definitely tune in if it's from Steph.'
Junior guard Parker Friedrichsen called it 'crazy' that recruits can hear, 'Basketball matters here—you'll get an amazing experience, plus Steph Curry.'
Scovens beamed: 'Coolest celeb ever—I think we're friends now!' He added, pausing: 'Though I don't have his number.'
— The Athletic’s Fred Katz contributed reporting.
And this is the part most people miss: While this trend boosts schools with star power, it raises eyebrows about fairness. Is it ethical for pros to influence recruiting, potentially swaying young athletes with celebrity endorsements? Does it undermine the purity of college sports, turning them into extensions of the NBA? Some argue it's a win-win, fostering mentorship and funding, but others worry it creates haves and have-nots, favoring programs with famous alums. What do you think—should NBA stars be allowed this dual role, or does it cross a line? Share your thoughts in the comments: Do you agree this helps college hoops evolve, or fear it erodes the amateur spirit? Let's discuss!
