Texas Christian University announced this week that Allen Huddleston will serve as general manager for both the men's and women's basketball teams, placing him at the forefront of the school's name, image and likeness (NIL) initiatives.
Leadership in the NIL Era
In this capacity, Huddleston will design and execute NIL strategy, cultivate relationships with corporate partners, and oversee the day‑to‑day operations of the programs' front offices.
Huddleston arrives after a stint as general manager at Fresno State in 2025 under head coach Vance Walberg, where he helped shepherd the program through a period of growth. Prior to that, he spent several years at Thuma, a San Francisco‑based furniture company, where he also served as chief of staff and, earlier, as head coach at Merced College, guiding the 2023 squad to a top‑10 ranking in California.
A native of California, Huddleston built his playing foundation at Pacific, earning Big West All‑Freshman honors, and later at Fresno State, where he captained the team for two seasons and contributed to the Bulldogs' 2014 CBI Championship Series run. Off the court, he is married to Satenik Harutyunyan, and the couple shares two sons, Teegran and Matevos.
His appointment signals TCU's intent to deepen its NIL ecosystem, leveraging Huddleston's blend of playing experience, coaching acumen and administrative skill to attract and retain talent in an increasingly competitive landscape.