Big-time college football teams have been even more reluctant to hire Black head football coaches than the NFL. The SEC as one prime example currently has zero Black head football coaches. At a college the head coach is involved with way more things than on the NFL level, particularly with the changes that have come as a result of Name, Image and Likeness money (better known as NIL), the transfer portal, the complete realignment of major conferences, plus the usual recruiting and interaction with boosters.
But UCLA became the second Power 5 school in a little over two months to give a Black man their head coaching job. UCLA athletic director Martin Jarmond recently named DeShaun Foster the school’s new head football coach. Foster had been an assistant the past seven years and 11 overall, but had left in December to join the Las Vegas Raiders as running backs coach. Now he returns to his alma mater. “This is a dream come true,” Foster said in a statement. “I always envisioned being a Bruin ever since I was young, and now being the head coach at my alma mater is such a surreal feeling, and I’m grateful for this opportunity. The foundation of this program will be built on discipline, respect and enthusiasm. These are phenomenal young men, and I’m excited to hit the ground running.”
It’s Foster’s first head coach job after being an assistant for 10 years at UCLA, plus one at Texas Tech. He had been promoted to associate head coach last season while also in charge of running backs. In both those roles he was a nominee for the Broyles Award, presented annually to college football’s top assistant.
“While undergoing a comprehensive search for our new head coach, DeShaun resonated from the start and throughout the whole process,” Jarmond said in a statement. “We are looking for a coach with integrity, energy and passion; someone who is a great teacher, who develops young men, is a great recruiter and fully embraces the NIL landscape to help our student-athletes. DeShaun checks all of those boxes and then some. He is a leader of men and a true Bruin. I am excited to partner with him as we usher UCLA Football into an exciting new era.”
Foster will have a tough task. UCLA’s amount of NIL money is puny next to hometown giant USC, and the Bruins are heading into difficult territory as they become part of the Big 10. Former head coach Chip Kelly chose to flee and take an offensive coordinator job at conference rival Ohio State rather than face the task of making UCLA a contender for the Big 10 title. Kelly’s six-year record was 35-34, 8-5 last year, and there weren’t a lot of happy faces because the team was expected to contend for what would be the Pac-12’s final title. Instead, they lost three of their last four games.
Still, Foster is a name that may excite potential recruits. He has already announced that he’s making increasing the amount of NIL money a high priority in his new administration. During his first press conference he presented plans for evolving the football program and how he plans to tie in recruiting, NIL, and the transfer portal. He also knows beating USC in their annual rivalry game means the same to Bruin fans as Ohio State and Michigan fans or Auburn and Alabama fans regarding those clashes.
With Foster at UCLA, Deion Sanders at Colorado, Marcus Freeman at Notre Dame, James Franklin at Penn State, Sherrone Moore at Michigan and Mike Locksley at Maryland, Black men are finally and increasingly making inroads in major college football coaching.
