How Michael Kelly Is Transforming USF Athletics Game Day, NIL & Building a Legacy
Episodes like this one are why I enjoy this podcast so much. I got to spend an hour speaking with the Vice President for Athletics at my Alma Mater, where we discussed not only his start in the sports industry with the Florida Marlins, but also how he’s continuing to evolve (University of) South Florida Athletics and lead the program into a new era with the construction of the first-ever on-campus stadium.
Like Alan Gooch, Michael is a big fan of John Wooden’s Pyramid of Success and strives for competitive greatness. His biggest advice to anyone starting out, “Be a star in your own role.” It doesn’t matter what that role is, but you need to make the most of it and be sure to strive for greatness. It won’t go unnoticed. Whether on the field, in the classroom or in the Admin Building, USF Athletics is building tradition, one champion at a time.
S2 E4 – What’s it all about?
In this episode of Bright Ideas, host Jessica Duemig welcomes Michael Kelly, Vice President for Athletics at the University of South Florida, for a dynamic conversation on leadership, game presentation, and the strategic evolution of USF Athletics. Michael reflects on his diverse background—from launching his career with the Florida Marlins to leading three Super Bowl host committees and helping build the College Football Playoff. With a passion for event experience and game day excellence, Michael emphasizes the importance of building memorable moments for athletes, students, and fans. He also shares how his early love for sports and a career pivot from law led him to pursue a master’s in sports management and ultimately carve out a leading role in collegiate athletics.
The conversation dives deep into the growth of USF’s athletic department, including the launch of new Division I programs like women’s lacrosse and beach volleyball, major facility upgrades, and the long-anticipated on-campus football stadium. Michael outlines how NIL, transfer portal dynamics, and upcoming revenue-sharing changes are reshaping college sports—and how USF is proactively adapting. He also discusses recruiting strategies for staff and coaches, the importance of authenticity and consistency in leadership, and advice for the next generation of sports professionals. Throughout, Michael’s enthusiasm for building a culture of competitive excellence and university pride is evident, making this a must-listen episode for anyone passionate about the business of sports.
NOTES:
- Since recording, USF Softball won the American Athletic Conference Tournament, securing a spot in the NCAA Tallahassee Regional. In that Regional, they beat Auburn, but fell to FSU. In a rematch against Auburn, they were knocked out of post-season play.
- USF Men’s Track & Field also won their 4th straight American Athletic Conference title.
- The Men’s Golf team is Nationals-bound after qualifying for the 5th time in program history.
#ChampaBay is alive and well in green and gold.
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About Michael Kelly – The Official Bio
Michael Kelly is the vice president for athletics at the University of South Florida, leading a transformative vision for USF Athletics that focuses on enhancing the student-athlete experience, fostering community engagement, and developing elite athletic facilities.
Since joining USF in 2018, Kelly has nearly doubled the department’s budget to $100 million and secured more than $100 million in philanthropic gifts. He has overseen major facility projects, including plans for the new $340 million on-campus stadium and training center set to open in 2027, the $22 million Porter Family Indoor Performance Facility, and a $3 million football locker room renovation.
Under his leadership, USF Athletics has expanded to 21 varsity sports with the addition of women’s lacrosse (Spring 2025) and beach volleyball (coming Spring 2026). During Kelly’s tenure, the Bulls have captured:
- Over 20 American Athletic Conference team championships
- 2 divisional titles, two NCAA championships
- 8 cheer national championships
- 1 cheer world cup
- 27 student-athletes have been named All-Americans
USF student-athletes have excelled academically, maintaining a 3.0 GPA or higher for 20 consecutive semesters. In 2024, USF Athletics was named to Front Office Sports’ “Best College Athletic Departments” inaugural list.
Kelly has prioritized student-athlete well-being by enhancing the nutrition program, adding multiple fueling stations and free breakfasts, and doubling the sports psychology program to support mental health. He established USF’s NIL Strategy Unit to provide resources for student-athletes to maximize their opportunities and remain competitive at the highest levels. He also launched the Bulls+ Awards (Alston Awards) to reward academic achievement and founded the Stampede for Women initiative to empower female student-athletes. Additionally, he led USF’s membership in the Green Sports Alliance to advance sustainability across athletic facilities.
To increase USF’s visibility, Kelly directed the construction of a $2 million broadcast facility. This facility enables the live streaming of more than 160 events annually on ESPN+, the most in the American Athletic Conference. The facility also serves as an educational resource for USF students and reflects Kelly’s commitment to innovation, excellence, and equity in college athletics.
Before returning to USF, Kelly served as the chief operating officer of the College Football Playoff. Additionally, he held leadership roles with the Atlantic Coast Conference, and directed Super Bowl host committees in Jacksonville, Tampa, and South Florida. Earlier in his career, Kelly served as USF’s associate athletic director for development and external relations, as director of athletic operations and facilities at Wake Forest University, and as executive director of the 1999 Men’s Basketball Final Four Organizing Committee, held at Tropicana Field in St. Petersburg, Fla.
In addition to his role at USF, Kelly serves in numerous NCAA leadership capacities, including:
- the Division I Council and Sports Oversight Committee
- Board of Trustees for St. John’s College High School in Washington, D.C., where he was founding board member of the Collegiate Event and Facilities Management Association
- the President’s Board of Advisors at St. Thomas University in Miami Gardens
- the Board of Directors and Executive Committee for the Tampa Bay Sports Commission
- the Executive Committee of the Gasparilla Bowl.
Kelly earned his bachelor’s degree from Wake Forest University, where he graduated magna cum laude. He also holds a master’s in sports administration from St. Thomas University, where he also received an honorary doctorate. He is now pursuing a doctoral degree at USF.
Catch up on Season 2 of Bright Ideas!
Be sure to watch Bright Ideas with Alan Gooch, Bill Graff and Alfred B. White today.
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