Bruins’ athletic department struggles with failed hires, NIL setbacks, and dwindling fan support.
The storm clouds over UCLA football have grown darker than ever, and at the center of it all is athletic director Martin Jarmond. With the Bruins off to an 0-4 start and fresh off a 17-14 loss to Northwestern, the odds of an 0-12 season grows daily. That would mark the worst season in program history.
The fallout has highlighted Jarmond’s mounting struggles. His decision-making has left UCLA fans questioning his future.
The rushed hire of DeShaun Foster in February 2024 has aged poorly. Foster, who lacked coordinator or head-coaching experience, was fired just 19 months later after going 0-3 to start this season. The move forced UCLA to eat a buyout of more than $7 million.
UCLA’s NIL program lags far behind its Big Ten peers. While collectives elsewhere are driving recruiting success, the Bruins have failed to secure the same backing, leaving them with fewer resources to compete.
Finally, dwindling attendance at the Rose Bowl underscores the disconnect. The program has not averaged 50,000 fans since 2018. This season’s average is hovering near 33,000, despite tarps used to mask empty sections.
Jarmond’s five-year tenure has pushed UCLA athletics to a breaking point. Chancellor Julio Frenk faces a pivotal decision: continue with a leader who has stumbled at every turn, or make a change before UCLA falls even further.
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