UNC TURNS TO A LEGEND: Jim Tanner Named First-Ever GM to Lead Tar Heels Basketball into the Future
A legendary figure with deep Carolina roots and a world-class résumé is now officially in charge of steering UNC men’s basketball into the next generation. Jim Tanner, a proud Tar Heel alumnus and one of the most respected sports agents in the business, has been appointed as the program’s first-ever general manager — a historic move that signals bold ambition in Chapel Hill. As the college basketball landscape transforms with NIL deals, transfer portal chaos, and global recruiting, UNC is turning to a seasoned, strategic voice who has lived at the intersection of elite talent, business, and loyalty.
Tanner’s appointment is more than a job title — it’s a statement. It marks a dramatic shift in how North Carolina is choosing to operate in the modern era of college athletics. With decades of success representing NBA stars, negotiating billion-dollar contracts, and helping athletes grow their brands on and off the court, Tanner brings a professional standard that few programs in the nation can match. And now, he’s doing it all for the school he loves.
“Both of my kids and I went to Carolina, and we owe so much as a family to this university,” Tanner said following his appointment. “This is such an exciting opportunity, and I couldn’t be more thrilled. The landscape of college basketball has changed dramatically… I look forward to using my 28 years of experience to help position UNC as strategic, adaptive, and innovative in scouting and attracting top talent — while staying true to the principles and values that have defined Carolina Basketball over the years.”
Tanner is a proud graduate of UNC, where he was a Morehead-Cain Scholar, and later earned his law degree from the University of Chicago. His legal mind and sports-business acumen allowed him to quickly rise through the ranks — first as a corporate attorney, then as one of the top player agents in the NBA. He has represented more than 70 NBA players, including 17 UNC alumni, such as Vince Carter, Rasheed Wallace, Raymond Felton, and Tyler Hansbrough.
In 2013, he founded Tandem Sports + Entertainment, a premier player representation firm that helped him become one of the most powerful and respected voices in basketball. His influence extended far beyond negotiating contracts — Tanner became known as a trusted mentor, strategist, and brand-builder, navigating the evolving demands of modern sports.
But now, his mission has come home — to Chapel Hill.
Tanner will work directly alongside head coach Hubert Davis, assisting in critical areas such as talent acquisition, NIL strategy, scouting, analytics, player development, and roster management. With the transfer portal and international recruiting now key battlegrounds, Tanner’s role is to help UNC stay ahead of the curve — and to bring NBA-level infrastructure to one of the sport’s most storied programs.
And he’s already made an impact.
This offseason, UNC welcomed a wave of talented new faces, including Jonathan Powell (West Virginia), Jarin Stevenson (Alabama), Henri Veesaar (Arizona), Kyan Evans (Colorado State), Jaydon Young (Virginia Tech), and international standout Luka Bogavac. While Coach Davis leads the on-court direction, Tanner’s fingerprints are all over the recruitment, onboarding, and strategic planning of this new-look Tar Heel squad.
In short: UNC just got a lot more dangerous — on and off the court.
The decision to bring in a general manager, especially one with the legendary reputation of Jim Tanner, shows that UNC is no longer playing defense in this new era of college hoops. It’s a bold offensive move. And it speaks to a program that understands the stakes — that tradition alone isn’t enough to win anymore. It takes adaptability. It takes strategy. It takes leadership.
Tanner’s legendary career has earned him spots on Sports Illustrated’s “101 Most Influential Minorities in Sports,” Washingtonian’s “Top Lawyers” list, and the Sports Business Journal’s “40 Under 40.” But ask him what matters most, and he’ll likely point to his roots: Carolina Blue.
Now, with Jim Tanner in the front office and Hubert Davis on the bench, UNC has the tools, the talent, and the leadership to take its place at the front of college basketball’s next chapter.
The legend has returned — and the future looks bright.
