According to a July 27, 2023, newsletter, Rick George was listed as the Athletic Director for the University of Colorado Boulder when the university's Board of Regents unanimously approved a resolution allowing the school to join the Big 12 Conference.
In a joint statement released on July 27, 2023, George and Chancellor Philip DiStefano explained that a conference switch was intended to provide the university with the stability, resources, and exposure required for long-term success in an evolving college athletics environment. The statement noted that the Big 12's national reach across three time zones and a shared creative vision made it an excellent fit for the students, faculty, and alumni of CU Boulder. This decision followed a period where George had refuted the idea of moving to the Big 12 in both May and July of 2023.
By March 28, 2025, George was identified in an announcement from CU Boulder Athletics as the Athletic Director who announced a contract extension for head football coach Deion "Coach Prime" Sanders through the 2029 season. In that announcement, George stated that the extension recognized the accomplishments of the coach in transforming the program and aimed to keep him in Boulder to compete for national championships. The period under Sanders' leadership saw significant changes, including a 2024 season where the Buffs football program helped bring a combined $93.9 million in direct economic impact to the City of Boulder and $146.5 million in total regional economic impact.
During the 2024 season, George was part of the university leadership that addressed fan behavior. In an undated statement released alongside Chancellor Schwartz, the university condemned the use of expletives and religious slurs by individuals in the stands during a football game against BYU. The statement emphasized that attending sporting events at CU Boulder is a privilege that carries the responsibility to uphold a Fan Code of Conduct.
According to a February 25, 2026, report from CBS Sports, George had transitioned into an advisory role after the university hired Fernando Lovo as the new athletic director. The report noted that George had consistently backed coach Sanders during the coach's tenure. The report also observed that the program faced a 2025 season characterized by a 3-9 overall record and a 1-8 record in Big 12 play, following the departure of star players like Travis Hunter and Shedeur Sanders.
Residents of Boulder encounter the work of the athletic department through various community-facing events. For example, a July 27, 2023, newsletter mentioned CU Night in Downtown Boulder, an event designed to allow local elected officials and community members to learn about issues at the intersection of town and gown.
What this means for Boulder
For the people of Boulder, the tenure of Rick George was defined by significant institutional shifts. His leadership oversaw the university's move to the Big 12 Conference and a period of high-profile football coaching changes that impacted the local economy and campus culture through massive viewership and increased student applications.
