Rick Barakat Named Deputy AD/Chief Revenue Officer For Carolina Athletics
March 5, 2025 | General
CHAPEL HILL, N.C. — Rick Barakat, a veteran sales strategy leader and revenue generation expert who has spent more than 25 years working with collegiate rightsholders, media companies, agencies and start-ups, has been named Deputy Athletics Director/Chief Revenue Officer for Carolina's Department of Athletics.
In this newly created position, Barakat, a Carolina graduate, will be responsible for overseeing revenue generation operations and maximizing revenue growth opportunities for Carolina Athletics. He will work with the University, Rams Club, department units and other partners to set and implement revenue strategy and goals, and identify new revenue opportunities while optimizing those already in place. He also will serve on Athletic Director Bubba Cunningham's executive leadership team.
"This is a transformational time in college athletics, and as we prepare for revenue sharing with student-athletes, invest in our football program and continue to support 28 teams, we must transform our approach to revenue growth," Cunningham said. "Rick's background gives him unique and valuable insight into the revenue streams that currently support Carolina Athletics as well as other opportunities that we need to harness. We greatly look forward to working with Rick and welcoming him and his family to Chapel Hill."
Barakat has spent the last three years at Diamond Baseball Holdings, an organization that owns and operates select minor league clubs affiliated with Major League Baseball (MLB). Through its roster of affiliated clubs across the country, DBH works to support local passions and priorities with national reach and scale, integrating cutting-edge digital technologies into club operations as well as providing new value-generating opportunities in partnership with MiLB.
While the DBH portfolio grew to over 40 MiLB clubs, Barakat led business development efforts including several key revenue verticals and strategic partnerships across the company.
Prior to his time at DBH, Barakat spent almost 20 years in the collegiate rightsholder space working for leading companies such as ISP Sports, IMG College and LEARFIELD throughout his long and successful tenure. While navigating through acquisitions and mergers, Barakat moved from a VP & General Manager at Virginia Tech to serving as an EVP in various corporate capacities overseeing sales strategy, product innovation, media, digital and business development functions.
In the years prior, Barakat worked at GMR Marketing and Raycom Sports in Charlotte, NC, selling and activating brand-based collegiate sponsorships, promotions and broadcast media packages.
"It is an incredibly dynamic time in college athletics with both challenges and opportunities ahead," Barakat said. "I know UNC fans across the country are excited to see the aggressive approach Carolina Athletics is taking toward its future success and revenue optimization. I have long admired Bubba Cunningham's leadership and the great team he has built at Carolina, and I look forward to joining them as we execute the new path forward. It truly is a dream come true to be back in Chapel Hill working for this great University."
Barakat grew up in Greensboro and is an alumnus of UNC with a bachelor of science in business administration from the Kenan Flagler School of Business. Barakat also earned a masters of education in sports management at the University of Georgia. He and his wife Alison have two daughters, Jordan (a student at Virginia Tech) and Mallory (a student at UNC).
In this newly created position, Barakat, a Carolina graduate, will be responsible for overseeing revenue generation operations and maximizing revenue growth opportunities for Carolina Athletics. He will work with the University, Rams Club, department units and other partners to set and implement revenue strategy and goals, and identify new revenue opportunities while optimizing those already in place. He also will serve on Athletic Director Bubba Cunningham's executive leadership team.
"This is a transformational time in college athletics, and as we prepare for revenue sharing with student-athletes, invest in our football program and continue to support 28 teams, we must transform our approach to revenue growth," Cunningham said. "Rick's background gives him unique and valuable insight into the revenue streams that currently support Carolina Athletics as well as other opportunities that we need to harness. We greatly look forward to working with Rick and welcoming him and his family to Chapel Hill."
Barakat has spent the last three years at Diamond Baseball Holdings, an organization that owns and operates select minor league clubs affiliated with Major League Baseball (MLB). Through its roster of affiliated clubs across the country, DBH works to support local passions and priorities with national reach and scale, integrating cutting-edge digital technologies into club operations as well as providing new value-generating opportunities in partnership with MiLB.
While the DBH portfolio grew to over 40 MiLB clubs, Barakat led business development efforts including several key revenue verticals and strategic partnerships across the company.
Prior to his time at DBH, Barakat spent almost 20 years in the collegiate rightsholder space working for leading companies such as ISP Sports, IMG College and LEARFIELD throughout his long and successful tenure. While navigating through acquisitions and mergers, Barakat moved from a VP & General Manager at Virginia Tech to serving as an EVP in various corporate capacities overseeing sales strategy, product innovation, media, digital and business development functions.
In the years prior, Barakat worked at GMR Marketing and Raycom Sports in Charlotte, NC, selling and activating brand-based collegiate sponsorships, promotions and broadcast media packages.
"It is an incredibly dynamic time in college athletics with both challenges and opportunities ahead," Barakat said. "I know UNC fans across the country are excited to see the aggressive approach Carolina Athletics is taking toward its future success and revenue optimization. I have long admired Bubba Cunningham's leadership and the great team he has built at Carolina, and I look forward to joining them as we execute the new path forward. It truly is a dream come true to be back in Chapel Hill working for this great University."
Barakat grew up in Greensboro and is an alumnus of UNC with a bachelor of science in business administration from the Kenan Flagler School of Business. Barakat also earned a masters of education in sports management at the University of Georgia. He and his wife Alison have two daughters, Jordan (a student at Virginia Tech) and Mallory (a student at UNC).