Leadership Dynamics in NCAA Athletics

Communication and Stakeholder Prioritization Between Athletic Directors and Direct Reports in Divisions I, II, and III

Authors

  • Kelly P. Elliott Coastal Carolina University
  • Amanda Siegrist Coastal Carolina University
  • Elizabeth Johansen Coastal Carolina University

DOI:

https://doi.org/10.18060/29306

Keywords:

athletic director, athletics direct report, stakeholders, management, strategic planning, communication

Abstract

This study explores the athletic directors (ADs) and athletics’ direct reports (ADRs) leadership dynamics across NCAA Divisions I, II, and III, focusing on communication practices and stakeholder prioritization. Using a survey instrument informed by prior Division II research, this study examines perceptions of communication practices and differences in the prioritization of key stakeholders, such as student-athletes, alumni, and sponsors. Data were collected from ADs and ADRs across all divisions and analyzed using independent t-tests for Likert scale responses related to communication practices and Mann-Whitney U tests for stakeholder rankings. Overall results indicated that significant differences were reported by ADs and ADRs in three areas: communication, sponsorships/partnerships, and enrollment. A more developed conversation related to enrollment and the overall strategic plan of the university may help both groups gain a better understanding of the stakeholder groups and how best to make decisions to meet organizational goals.

Author Biographies

Kelly P. Elliott, Coastal Carolina University

Kelly P. Elliott, PhD, is an assistant professor in the Department of Recreation and Sport Management at Coastal Carolina University. Her primary research interests lie within collegiate athletics, including organizational behavior and policy and governance.

Amanda Siegrist, Coastal Carolina University

Amanda Siegrist, JD, is the associate dean for student success and an associate professor in the Department of Recreation and Sport Management at Coastal Carolina University. Her research interests fall in the general field of both constitutional and contract law, with an application to interscholastic, intercollegiate, and professional athletics.

Elizabeth Johansen, Coastal Carolina University

Elizabeth Johansen, PhD, is an assistant professor in the Department of Recreation and Sport Management at Coastal Carolina University. Her research interests include outdoor recreation, outdoor leadership, gender and leadership in the outdoors, and parks and recreation.

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Published

2026-04-13

Issue

Vol. 7 (2026)

Section

Research Articles

License

Copyright (c) 2026 Kelly P. Elliott, Amanda Siegrist, Elizabeth Johansen

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This work is licensed under a Creative Commons Attribution 4.0 International License.

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