Desireé Reed-Francois: Shattering Glass Ceilings in Athletic Administration
Tucson, AZ – In a field traditionally dominated by men, Desireé Reed-Francois, the Athletic Director (AD) at the University of Arizona, is redefining leadership in collegiate sports. One of only six female ADs in the Power 4 conferences, Reed-Francois has emerged as a formidable presence since her appointment, boasting a remarkable track record during a singularly challenging year.
Taking the helm at Arizona, Reed-Francois tackled an array of obstacles head-on, instating a much-needed overhaul of the athletic department. She appointed 14 new front-office staff members and made strategic hires including three head coaches—all while deftly navigating significant financial challenges. Despite a rough 2024 football season, she successfully maintained football ticket sales and announced ambitious revenue strategies that have already surpassed expectations.
Notably, Reed-Francois also eliminated a long-standing sports marketing organization, an act many deemed risky. Yet, her confidence in forming "Arizona Sports Enterprises" has proven fruitful, meeting 108% of projected income this year. Her dynamic approach is characterized by relentless engagement; she attended 19 of the 22 stops on the “Bear Down Takeover” tour, emphasizing her commitment to fostering relationships within the athletic community.
Beyond administrative responsibilities, Reed-Francois prioritizes student-athlete experiences, meeting with athletes monthly and launching initiatives such as an Assistant Coaches Academy and a job fair connecting student-athletes with local employers. She’s even prepared for the imminent departure of the women’s basketball coach, swiftly hiring Buffalo’s Becky Burke within five days.
As the only female AD in the Big 12, Reed-Francois stands as a beacon for female leadership in sports, illustrating that ambition and capability can indeed break the barriers of traditional roles in athletic administration.
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