The Wisconsin Badgers are entering a pivotal new chapter after athletic director Chris McIntosh stepped down to take a newly created deputy commissioner role with the Big Ten. McIntosh’s departure ends a five-year run leading Wisconsin athletics and leaves one of the most prestigious athletic departments in college sports searching for new leadership.
Whoever takes over as Wisconsin’s next athletic director will inherit both major opportunities and pressing challenges. The Badgers remain one of the Big Ten’s most tradition-rich programs, but expectations are rising amid an evolving college athletics landscape shaped by NIL, conference realignment, and increasing pressure to win in football and basketball.
Here are three critical questions Wisconsin’s next AD must answer.
1. What Is the Long-Term Plan for Football?
No issue looms larger than the future of Wisconsin football. The Badgers made a bold move when McIntosh fired Paul Chryst and hired Luke Fickell to modernize the program, but the results have been underwhelming so far. Wisconsin has struggled to recapture its former consistency, and pressure is mounting on the coaching staff after consecutive disappointing seasons.
The next athletic director must decide whether Fickell remains the right man to lead the program or whether tougher decisions may eventually be required. Football remains the financial and emotional engine of Wisconsin athletics, and the Badgers cannot afford prolonged mediocrity in the sport.
More importantly, the next AD must define what Wisconsin football should look like in the modern era. Can the Badgers maintain their traditional identity while adapting to the speed and explosiveness now required to compete nationally? That vision will shape the program for years.
2. How Will Wisconsin Compete in the NIL and Revenue Era?
College athletics has changed dramatically in recent years, and the next AD must ensure Wisconsin keeps pace financially. NIL has transformed recruiting and roster retention, making fundraising, donor engagement, and athlete support more important than ever.
McIntosh helped establish NIL infrastructure during his tenure, but many fans and observers believe Wisconsin still trails some rivals in collective strength and financial aggressiveness.
The next athletic director will need a clear strategy to boost donor participation, improve NIL competitiveness, and position Wisconsin to thrive in the revenue-sharing era expected to further reshape college sports.
This is no longer optional. Programs that fail to adapt financially risk falling behind quickly in football, basketball, and recruiting across the board.
3. Can Wisconsin Maintain Broad Athletic Excellence?
While football grabs headlines, Wisconsin has remained highly successful across many sports. Under McIntosh, the Badgers won national championships in women’s hockey and women’s volleyball while men’s hockey returned to national prominence.
The next AD must balance football’s demands with the responsibility of sustaining excellence throughout the department. Wisconsin has long prided itself on broad-based athletic success, and preserving that culture will be essential.
That means investing wisely in Olympic sports, retaining top coaching talent, and ensuring Wisconsin’s entire athletic department remains nationally respected—not just its revenue sports.
Final Thoughts
Wisconsin’s next athletic director will take over at one of the most consequential moments in school history. The Badgers have resources, tradition, and fan support, but the margin for error in modern college athletics is shrinking rapidly.
The person chosen to replace Chris McIntosh will immediately face pressure to stabilize football, modernize Wisconsin’s financial strategy, and maintain the department’s proud winning culture.
In short, this is not just a replacement hire—it may be one of the most important decisions Wisconsin athletics makes this decade.
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