UCLA Basketball has adapted to the new era of college athletics by hiring Max Feldman as a general manager to handle NIL deals and player development.
The shift in college basketball, driven by name, image and likeness opportunities, has reshaped how programs build rosters and manage talent, prompting many schools to rethink traditional models.
A Coaching Exodus
Legendary coaches such as Mike Krzyzewski and Jay Wright have departed their programs in recent years, citing the challenges of navigating the new model and the increased focus on player compensation.
Feldman brings a blend of scouting acumen and player development experience from his time at MADE Hoops and his previous role at UCLA, where he helped shape talent pipelines and negotiate emerging market opportunities.
His mandate includes not only negotiating NIL agreements but also fostering the growth of young athletes, with a particular focus on Nikola Kusturica, a top NBA prospect projected for the 2028 draft.
The Bruins also see departures of international players like Aday Mara, who left for Michigan and has emerged as a promising NBA draft prospect, underscoring the fluid movement of talent across programs.
By integrating strategic NIL management with a clear development pathway, UCLA aims to remain competitive in a landscape where player mobility and compensation have become central to program success.