In a groundbreaking move aimed at modernizing and streamlining its basketball operations, the University of North Carolina has hired veteran NBA agent Jim Tanner as its first-ever Basketball General Manager. The announcement, made official Monday, signals a bold shift in strategy for one of college basketball’s most storied programs.
Tanner, a North Carolina native and one of the most respected names in professional basketball representation, brings decades of experience navigating the complex world of player management, contracts, endorsements, and career development. As GM, he will be tasked with overseeing the Tar Heels’ evolving basketball infrastructure, including roster management, NIL strategy, and player development — a role that mirrors front-office positions in the NBA.
“This is an exciting day for Carolina Basketball,” said athletic director Bubba Cunningham. “Jim Tanner brings a wealth of experience, deep industry knowledge, and an unmatched commitment to athlete success both on and off the court. As the college landscape continues to shift, we believe this new role is critical to staying competitive and preparing our student-athletes for the next level.”
Tanner is best known for his work as the president of Tandem Sports + Entertainment, where he represented some of the NBA’s top talent, including Tim Duncan, Jeremy Lin, and Ray Allen. He is widely praised for his professionalism, strong relationships with players and executives, and his sharp understanding of both the business and human side of basketball.
His hiring reflects the new realities of college basketball, where NIL (Name, Image, and Likeness) opportunities, the transfer portal, and professional aspirations demand a more sophisticated and holistic approach to team-building and athlete management.
“I’m honored to join the Carolina Basketball family in this new capacity,” Tanner said in a statement. “As someone who has spent their career supporting athletes at the highest level, I’m excited to now focus on helping student-athletes at my home-state university navigate the new era of college basketball. The tradition at UNC is unmatched, and I look forward to working closely with Coach Davis, the staff, and the players to build something truly special.”
Head coach Hubert Davis echoed that sentiment, calling Tanner’s addition a “game-changer.”
“We are in a different time, and we have to think differently,” Davis said. “Jim understands the modern game from every angle — recruitment, development, branding, and transition to the pros. He’s someone our players can trust and learn from, and he’ll be a tremendous asset to our program.”
The hiring of a general manager is part of a growing trend in college athletics, especially among blue-blood basketball programs looking to maintain their edge. North Carolina now joins the likes of Duke, Kentucky, and Michigan in formalizing front-office style roles within their basketball staffs.
For a program with as much tradition and expectation as UNC, the addition of Jim Tanner could mark the beginning of a new era — one that honors the past while fully embracing the future of college basketball.