Just when you thought college football couldn’t get any more dramatic, here’s a bombshell: UNC’s football general manager, Michael Lombardi, traveled to Saudi Arabia to explore a potential investment from the country’s Public Investment Fund (PIF), just weeks before Bill Belichick’s highly anticipated debut as head coach. But here’s where it gets controversial—was this a bold move to secure the program’s future, or a risky gamble that raises ethical questions about foreign funding in college sports? Let’s dive in.
Two weeks before Belichick’s first game at North Carolina, Lombardi made the trip at the invitation of Saudi officials, with the university’s full knowledge, according to UNC Vice Chancellor for Communications Dean Stoyer. Stoyer described the visit as an ‘exploratory fundraising trip,’ emphasizing that neither university nor athletic department funds were used. Instead, the Saudi government footed the bill, though it’s unclear if Lombardi contributed personally. And this is the part most people miss—the trip didn’t result in any agreement, and it’s unknown if further discussions took place.
The revelation came to light thanks to Pablo Torre, host of Pablo Torre Finds Out, who teased the story on social media. It’s not the first time UNC has sought alternative revenue streams; in 2023, Athletic Director Bubba Cunningham met with private equity firms to discuss revenue generation and conference realignment, though those talks fizzled out.
The PIF, meanwhile, has become a powerhouse in global sports. From bankrolling LIV Golf to owning a majority stake in Newcastle United and investing in mixed martial arts, boxing, and Formula 1, its influence is undeniable. In 2024, the PIF declared its global assets at a staggering $913 billion, and it recently made headlines with a $55 billion purchase of Electronic Arts (EA), the company behind the blockbuster college football video game. Is this the future of sports funding, or a slippery slope?
Lombardi’s trip wasn’t without scrutiny. Since joining UNC last December, he’s faced criticism for his talent evaluations and roster-building strategies. Agents have questioned his ability to identify the talent needed for Belichick to succeed in his first season. Meanwhile, UNC’s on-field performance has been underwhelming, with a 2-3 record and back-to-back blowout losses to UCF and Clemson.
This isn’t the first time a college football figure has sought PIF’s resources. Last year, former Colorado assistant coach Trevor Reilly made a similar trip to Saudi Arabia, Jordan, and Dubai to explore investment opportunities. But the question remains: Should college sports programs be turning to foreign sovereign wealth funds for financial support?
As the lines between sports and global finance blur, one thing is clear: the stakes have never been higher. What do you think? Is this a necessary evolution for college athletics, or a step too far? Let’s hear your thoughts in the comments.
