
Sherika Montgomery, Commissioner, Big South Conference
1/28/2025 | 26m 46sVideo has Closed Captions
Sherika Montgomery describes her journey to becoming the commissioner of the Big South Conference.
Sherika Montgomery was a star basketball player, but when she stepped off the court, the next chapter in her life began. She explains her trip from the parquet floor to the boardroom as she became the commissioner of the Big South Conference.

Sherika Montgomery, Commissioner, Big South Conference
1/28/2025 | 26m 46sVideo has Closed Captions
Sherika Montgomery was a star basketball player, but when she stepped off the court, the next chapter in her life began. She explains her trip from the parquet floor to the boardroom as she became the commissioner of the Big South Conference.
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Learn Moreabout PBS online sponsorship[piano intro] - Hello, I'm Nido Qubein.
Welcome to "Side by Side."
My guest today transitioned from a successful basketball career to leading college sports in the South.
Today we'll meet Sherika Montgomery, the Commissioner of the Big South Conference.
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[bright inspiring music] - Commissioner Montgomery, welcome to "Side by Side."
You grew up in Mississippi.
You were a star basketball player, I believe at Gardner-Webb University in North Carolina.
And then you went on into administration, and today you're the commissioner of the Big South Conference.
- Yes.
- You have schools in North Carolina, Virginia, and South Carolina.
Is that correct?
- That is correct.
- And how many schools altogether?
- We have a total of nine member institutions in the Big South Conference.
- And it's an NCAA Division I- - Yes.
So NCAA, we are one of 32 Division I conferences.
As you indicated, located in the southeast, with representation in North Carolina, South Carolina, and Virginia.
- And I wanna talk to you today about- - Yes.
- Athletics.
- Yes.
- It is fascinating what's going on in the world of athletics.
It's actually confusing what's going on in the world of athletics.
- Yes.
- We read, we hear, we see discussions about portals.
- Mm-hmm.
- Something we never had in the past.
- Of course.
- We hear about NIL.
- Yes.
- We hear about revenue sharing- - Yes.
- With athletes.
- Yes.
- Run us, please, through a little discussion about... Let's begin with portals.
- Yes.
- When did they start and how do they work?
- Yes.
So, when you think about transfer portal, and as you indicated, there are so many changes that are going on within our collegiate athletics right now.
So when you think about the portal, about three years ago, there was a legislative change that allowed student athletes, all student athletes, to be able to transfer one time in their career without having to serve a year in residence.
I think it's important to note, prior to that, all student athletes were able to transfer and be eligible immediately with the exception of five sports, and that's men's and women's basketball, baseball, football, and ice hockey.
So what this legislative change did was brought a level of unity and equity into how all student athletes were treated in terms of being able to transfer and compete immediately.
And the portal itself, that's more of the database, but you're exactly correct.
The legislative change occurred, as well as the database was implemented to really aid student athletes to assist them in navigating through that change of institutions.
- So basically, this is true of Division I?
- Mm-hmm.
- Only Division I.
- Only Division I.
- Only Division I.
- Correct.
- And basically what I heard you say is that any student in the past had to set out a year before- - Correct.
- They could play, if they transferred.
- Correct.
- But now they can put their name in a portal- - Yes.
- And any school can look at who is in the portal.
- Correct.
- How does a coach manage a sense of commitment and loyalty when the coach knows that this one and this one put their name in the...
It sounds to me like, you know, those students are basically saying, "I'm no longer committed to this school," right?
- Yes, yes.
I definitely think, from a coaching, from a recruiting standpoint, that is an areas that has to continue to evolve.
When you are recruiting, whether it's a freshman out of high school and/or another student athlete out of the transfer portal from that institution, it's making sure it's a good fit.
Making sure you're able to develop relationships that'll go beyond the basketball court, that'll go beyond the field, that I think, if done right, will really help an institution to be able to maintain and retain those respective student athletes.
Relationships are huge.
- Now, Sherika, I don't wanna be a cynic, but- - Of course not.
- But some of these, correct me if I'm wrong, but some of these athletes are not making decisions entirely on their own.
- Yes.
- There are.... You tell me what they're called.
Are they called managers?
- Yeah.
- Agents.
- Mm-hmm.
- Who are influencing their thinking.
- Yeah.
- And who perhaps, saying, "I think you can get more money over here.
Certainly you might get more television time or more play time"- - Yes.
- "But also money, over here."
- Yes, there- - Is that... Am I wrong to be somewhat skeptical or cynical about that?
- No, you are not wrong, by any means.
And when we think about what we'll call handlers and/or agents or representatives, you know, we do have some that are really true in spirit, in what they doing in terms of representing student athletes.
Albeit you are correct, there has been nefarious activity in intercollegiate athletics for decades.
But that's where, even in my role today, and previously I shared with student athletes, as well as parents, it's important that they are educated and they are informed about the decisions, about the opportunities, as well as some of the benefits that are being provided, as well as the responsibilities that come along with them.
I think that that's something important for student athletes to remember.
You may be promised X at an institution, but that's pending, and making sure you understand the terms of that agreement and that opportunity.
- Yeah.
So now you're referring to NIL, are you?
- That's an example.
- Yeah.
What does NIL stand for?
- Yeah, so NIL stands for name, image and likeness.
And this is an opportunity for student athletes, currently, to monetize based off their name, image, and likeness.
And that can come in a myriad of different forms.
- So, Sherika, what is the difference then between collegiate athletic sports and professional sports?
- Yeah.
Yeah, you know, and that's something that we continue to make sure that there is a clear demarcation there, in terms of the difference.
You know, for one, all of our student athletes, they are students, they're enrolled, they're full-time in college.
And when you think about the essence of college athletics, you would hope, and you would think, on most campuses, they are still there to obtain a degree in higher education.
Now, when you mix that with the transfer portal, the name, image and likeness, all of the academic requirements to ensure student athletes are on the way to obtain a degree, those are still in place.
Which, as we speak about, just because you're eligible to transfer per the transfer rule, you still have to make sure you're going to meet those academic requirements to be eligible to play- - Yes.
- At that next institution.
- Yes.
And a... Say, a freshman, even a freshman, sophomore, whatever, playing on a certain team- - Yes.
- An agent says, "Look, I think there are some schools that will pay you some money, pay you a lot of money."
And you can't blame the player, in many ways.
- Of course.
- And you know, it's attractive for the player too.
- Of course.
- Especially if the player comes from certain economic backgrounds, it's an opportunity to benefit economically.
- Of course.
- On the other hand, you know, I can see how it becomes a competitive game.
- Yes.
- Based on money.
- Yes.
- Now, when they do get some money, they have to do something in return, do they not?
- Of course.
That's correct.
- It's not just, "Here's a check, come play at my school and I'm gonna give you a check."
- Yes, no, there is definitely going to be some type of requirement going back to they are being paid for their name, image, and likeness in exchange for, and it could be a myriad of things.
For example, it may be a photo shoot, it could be an autograph signing.
You also have third-party name, image, and likeness opportunity.
It could be with a local dealership.
So there are a myriad of different things.
But you are correct, there is some type of benefit and/or pro quo that we have to provide for the student athletes to engage in name, image, and likeness.
- And more recently there have been some NCAA and congressional rulings- - Correct.
- That have changed things some.
- Correct.
- Moving forward.
What are some of those changes and how do they affect players and the schools where they play?
- Mm-hmm.
You know, to your point, we've talked about transfer, we talked about name, image and likeness.
And on any given day you can see the myriad of challenges that we're facing.
When you think about the congressional effort, prior up until about 18 months ago or so, there were over 35 different state laws with name, image and likeness.
So if you're recruiting a young person in the state of North Carolina, those name, image and likeness rules and regulations are vastly different in the state of Virginia, which is where, from an industry, from an association, we knew that preemption that would only come from Congress was something that would be needed, and that we're still working with Congress as it relates to that, to make sure that student athletes are protected and they still have an opportunity to know all of these myriad of things that are out there, but if I go to a university in North Carolina, these are the rules and the regulations that I'm abiding by, versus being recruited by four other institutions in four other states.
Making sure student athletes understand, they're informed and they're educated, when making that decision.
- And, you know, are they usually educated or are they just enamored by the possibility of playing in a bigger school, getting more money, being on television.
- Yeah.
- More often, et cetera?
- Yeah, I would say two things there.
One, I do think the NCAA, and I say that from the national office in Indianapolis, as well as 32 Division I conferences and institutions, there has been a greater push to make sure student athletes are educated, and not only educated and informed, but in ways that they're able to receive it.
So whether that's website, things on social media, I can say student athletes have more resources than they had previously.
But then also, as a former compliance administrator, that's something that I think, you know, we have a responsibility to our student athletes to make sure that they're educated and informed, regardless of how their decision, once made, will impact the institution.
That's something that I've always valued and considered to be a responsibility, is making sure student athletes are educated and informed.
- Now, you talked to a lot of coaches as well.
- Yes.
- How does a coach manage a team?
- Yes.
- Where one person may be getting X dollars in NIL money, and yet another one is getting X minus 90%.
- Yeah, yeah.
- How does that work?
How do you keep a sense of community, and collaboration and cooperation?
I'm just putting my shoes in the...
Putting myself in the shoes of a coach and thinking that'd be a difficult thing to do, I would think.
- Yeah, yeah.
I think culture and principles, now more than ever, are so important, because student athletes are aware that what one of my teammates may be getting, someone else may be getting something else.
But as I often tell student athletes, when you think about name, image, and likeness, it takes work, it takes effort.
It's about your brand.
What brand are you putting out that would make you attractive to a dealer in the community or an opportunity there.
It's not just about coming in and "We're gonna give you X."
It's also making sure student athletes understand you have a responsibility, as well as an opportunity, to really build your brand, promote your brand, and really use some of the resources that most institutions across the Division I landscape are providing student athletes there.
- How many D-I schools are there in the country?
- 363.
- 363?
- Yes.
- And of that sum, what would you guess is the percentage of schools who are participating in NIL?
I would think there are a lot of smaller schools who simply would not have the funding- - Yeah.
- To participate.
- I would say probably in the 70 to 75% range on some level.
And what I mean by "On some level" is you think about any one of our Power 4 conferences, SEC, ACC- - Yes.
That's a given.
- That's a given.
But then you also think about a conference like the Big South.
We have member institutions that are providing name, image and likeness.
They may have respective collectives.
Our peer conferences.
Institutions are really stepping up, and not only educating our student athletes, but also our fans, our donor base, our communities, to make sure they're aware of what's going on that's new in intercollegiate athletics and how important their support is with making sure they're able to continue to attract the high-level talent.
- Stepping up willingly or begrudgingly?
- You know, depending on the institution there.
Because I do think, once again, state by state, you have some states where an institution is able to go into name, image, and likeness engagements with their student athletes, whereas you have others...
It's because of those donor assistance.
It's because of those opportunities, that really allows an institution to be successful.
- For someone who does not understand all this NIL business...
The NIL business, the money for NIL, at the moment, does not...
I know there's some new rulings, but at the moment, does not come from the university.
- That is correct.
- From the school.
- That is correct.
- It comes from donors who are doing what?
Contributing money to a 501c3 that is managed by... What is it called?
- Collectives.
- A collective.
- Yes.
- Yes.
- Yes.
- [Nido] So, run us through how that works.
- Of course.
So, as we indicated, I would say, in that 70 range, member institutions, they've set up collectives.
And collectives are essentially third party, 501c3, still nonprofit, that you have donors, supporters, fans in the community, that they're able to donate directly to that collective.
So when you have that pool of, I'll just use a round number, let's just say $20,000, around there, now you have a men's basketball coach, a representative institution that's able to say, "We now have a sum, we now have a bucket of money that we're able to go out and recruit student athletes for X amount," by saying, "If you do A, B, C, and D, we have these opportunities."
But to your point, that is coming from donors, members in the communities.
- Yes.
- And of course they have a level of affinity and engagement to their institution wanting them to be successful.
- But that's changing.
Now there's an alternative.
- That's correct.
- There's congressional rulings that allows you to do other things.
What are those other things?
- Correct, so- - Now the university can, in fact, if it chooses to- - Yeah.
- To participate.
Can in fact use its own money, am I right?
- Yes, you are correct there, in terms of there is currently... We all know it as House settlement, it is currently pending.
- And what caused the House settlement?
- Yes.
- What was the issue that caused Congress to get involved in the first place?
- Yeah, so when you think of antitrust, there are multiple cases that were going on from the NCAA, House, Hubbard, and Carter.
All three of those cases were resolved under one settlement that we now know as House settlement.
It is currently pending.
It has not been approved at this point.
But as we currently know, the proposed settlement-to-be, there will be opportunities for, we talked about rev share, institutions being able to opt in to this opportunity, versus opting out.
And should they decide to opt in, pending this settlement being approved, they will be able to go directly into name, image, and likeness relationships with their student athletes.
Revenue share.
There are additional benefits and opportunities, that will become available for institutions.
- It strikes me that that would be skewed for the benefit of the larger schools.
Would you say I'm right on that?
Because larger schools have much more, many more resources they can bring forth.
And if I'm right in that assumption, what is that gonna do to the smaller schools?
- Yes.
You know, I think it's important to know that the larger institutions we're speaking about, that's not an opt-in or an opt out.
As currently presented, they are required to do certain elements which are inclusive of rev share.
So you're right.
There's definitely gonna be a disconnect there.
Whereas you have a member institution outside of those conferences, they have the option to choose.
They have an option to make sure that they're making a decision that's best for their institution.
But you're exactly correct, they're gonna continue to move forward because it's something that they're required to do.
Whereas member institutions outside of those conferences have that option.
- I don't expect you to know this answer, but just for fun, do you know what is the least number... Give us an idea of the spectrum of... We'll take a basketball player or a football player.
- Okay.
- What is the least a person receives?
Forget zero for a minute.
And what is the highest number you've heard an athlete is getting?
Is it in the millions of dollars?
Is it in the hundreds of thousands?
- Yes, yeah.
So even just this morning, while I was listening to a podcast, I read about a prospective football student athlete going to play football at a conference, and the deal that was offered to him was $4 million.
- $4 million per annum?
- Per year.
One year.
- Per year.
- One year.
- Wow.
- $4 million per year.
So that's just something I read and heard this morning.
- Yes.
I've heard about $2 million.
- Of course.
- Star players.
- Yeah.
- Is that gonna... Is that gonna dilute and interfere in the emotional feelings that we, as fans, have for the sport?
Or do you think in time we'll just get used to it and move on?
- Yeah.
You know, I think public perception is very real, as it relates to our fans and engagement.
Because I've even had some fans to tell me intercollegiate athletics is just not the same.
It's just not the same.
- Yeah.
- It doesn't feel the same.
What I'm hopeful and I'm optimistic about is that we're still able to see what has been consistent.
And that is young men, young women, student athletes, having an opportunity to compete at the highest level and still, all the things that come with that that are the intangibles.
When it comes to the money that's surrounding it, so I oftentimes tell student athletes we are evolving as an association, but I wholeheartedly believe, when you think about the rules and the regulations that have been in place previously, it is a level of protection for the student athletes.
So that is a concern I continue to have, is making sure that student athletes are still treated like they are young men and women, 18 to 22, 23-year-olds.
That is something that I have a concern about, when obviously we talk about the amount of revenue that is now going into the system to student athletes' pockets.
- So, giving the example that you just mentioned you heard in the podcast, someone getting $4 million, a person is 20 years of age.
Who helps that individual to think through what that sum of money is?
And does he or she keep all that money?
Or are the agents getting a chunk of that, and manager getting a chunk of that?
- You're exactly right.
I actually was at an event, and we walked through pretty much an A to Z of what that looks like.
Student athletes, when I talked about being informed, it's not just NCAA rules, it's making sure you have, whether that's legal counsel.
Representative, you have agents representing you.
You know that, yes, I've been told that the deal is 4 million.
What is the percentage that your manager or your representative is getting?
- What is the typical percentage an agent would get?
- I've seen contracts that vary.
Some 6, all the way up to double digits, 12 to 20%.
But it's about knowing exactly what they are.
I've also seen contracts that are only based on deals that are brokered and/or negotiated by your agent.
So if you have an opportunity that may come directly from a relationship, they're not involved in those.
But those are the things that I think is so important for student athletes to understand.
And then I'd be remiss, taxations.
I mean, we have to be cognizant of those things when it comes to- - They have to pay taxes on the money.
- Yes.
They have to pay taxes.
The education.
So, knowing that, when it says 4 million, you have to be able to be educated and informed to know that's not 4 million in real cash.
You have to make sure you pay, just like many of us, you have to pay for the things that allowed you to have that opportunity prior to now seeing what that money was.
- You know, I personally struggle a little bit, sitting in the stand, watching a game.
And if I know that that one gets X, and he or she is not performing as well as they should be performing, you almost have a feeling like, you know, why are they doing that?
It takes away that sense of, just enjoyment of the sport.
Now it becomes sort of a business.
- Yeah.
- But I get it.
Life changes, things move on.
Realities take over and so on.
With 363 schools in Division I, NCAA, and schools that are gonna be willing to put a lot of money- - Of course.
- In the pockets of these players, the bigger schools, who have access to, you know, tens of millions of dollars, are there gonna be enough really good players to go across?
And I think of football, you're talking about 100 people.
Basketball, you're talking about, what?
13 to 15 and- - Correct.
- I mean, what is your take on that?
Is there that much talent in the country that is... You know, I understand talent that goes way up, excellent.
- Mm-hmm.
- And then others may be stuck with talent way down here, which basically means that those who cannot afford to put a lot of money and cannot attract the best players, will not have a chance at competing at national level in NCAA.
- Yeah.
- Tell me where I'm wrong.
- I don't think you're wrong there.
I'm sure we're all familiar with this.
We talk about less than 2% go on to play professional.
- Yes.
- After collegiate athletics.
I would broaden that 2% maybe to 8% to 10% when we think about the deals of the four millions and into the millions.
That's a very small- - Yes, most are not gonna get that.
- Yeah.
That's a very small percentage.
But I'll use that juxtapose to...
It may not be rev share, or it may not be in the form of name, image and likeness.
- Now what does rev share mean?
- So, rev share is essentially, and once again- - Revenue sharing.
- Revenue sharing, yes.
Revenue sharing.
So, essentially this is something coming out of the House settlement, to where powerful institutions will be required to share a pool.
I won't say the number, just because it's not approved yet, but there's a pool into the millions, that they are required to share with their student athletes.
Now, how that revenue is broken down... - So, when you say revenue share, you're not talking about ticket sales - No, no.
- Or advertising.
- Correct.
- You're talking about money that comes out of the settlement.
- It's in a pool, of all the things that make up that pool.
And so for example, I think this is public.
We've seen numbers in the... A $20 million pool, and where all of that is coming from in terms of advertising.
Broadcasts.
- But who has the pool?
Who's managing that pool?
- Power 5.
The Power 4 conferences.
- I see.
- Yes.
- I see.
- Yes, and that is- - Well, that's not a lot of money when you think about it.
- Correct.
- If the total is 20 million, and you've got, you know, how many schools?
20 schools.
- Mm-hmm.
- I mean, that's not a whole lot of money when they- - Yes.
And think about, that's just a sliver of rev share.
So that's not accounting for name, image and likeness.
- I see.
- And some of the opportunities- - That's on top of...
I see.
- Correct, correct.
- I see.
- But you think- - Well, this is all fascinating, you know?
- Yes.
- 'Cause it's... We're going through this cycle, we're trying to understand it.
Fans, for the most part, like me, don't really wanna get involved in all those details.
- Yeah.
- I just wanna enjoy the sport.
- Of course.
- And I wanna cheer on my, you know, my favorite team, and so on.
You certainly have a command of the data and information very well.
And I honor you for that.
I'll just talk about you for a couple of minutes here.
You're the first African American female in Big South history to be the head honcho over there.
Congratulations.
- Thank you.
- And you're a first-generation student.
- Correct.
- So you're the first in your family- - Yes.
- To go to college and finish college.
- Correct.
- And go on to do great things.
What is it that turns you on about your job now?
You have to have a hard job, you have to work with all these presidents of these schools, and then the coaches, and the ADs, and deal with NCAA regulations and all of that.
What keeps you going every day?
- I think knowing that I'm a testament, I'm a product of intercollegiate athletics.
As you indicated, I'm sitting here today- - And is that common for commissioners, that they played somewhere?
Or is it uncommon?
- As I look around my room, I would say we probably have about 50%.
- Okay.
- That were former student athletes.
For me it was knowing that an orange basketball changed my life.
You know, coming from a small town, Plantersville, Mississippi, going to the University of Memphis, transferring to Gardner-Webb University.
There are things, places I traveled, opportunity, experiences that I had, all because of an orange basketball.
- Yeah.
- And most importantly, having an opportunity not only to be a first generation grad of my undergrad, but also my masters'.
And so that essence, knowing the real and true impact of intercollegiate athletics, that's what keeps me going, even as we continue to evolve as an industry almost daily.
- And you played basketball, obviously.
- Correct.
- What are you, 7'2", 7'3"?
- I'll go with 6'2".
[both laugh] - 6'2" is a star on the basketball team.
- Yeah.
- Especially in a women's basketball team.
I think.
- Yes.
- Am I right?
- I would say, but going to, when we talk about levels, you know, I was 6'2" at Gardner-Webb, and you see guards that are 6'2", at the higher you go.
- Yes, yes.
- So it's definitely something I used to my advantage.
- Commissioner Montgomery, thank you for being with me on "Side by Side."
- Thank you.
- This is very informative.
And something we need to read more about, learn more about.
But I wish you the very best in your work as you guide students, and in your Big South conference.
- Thank you so much, President Qubein.
[bright inspiring music] [bright inspiring music continues] [bright inspiring music continues] - [Announcer] Funding for "Side by Side with Nido Qubein" is made possible by... - [Announcer 2] Coca-Cola Consolidated is honored to make and serve 300 brands and flavors locally.
Thanks to our teammates.
[coll guitar music] We are Coca-Cola Consolidated, your local bottler.
- [Announcer 3] For 60 years, the Budd Group has been a company of excellence, providing facility services to customers, opportunities for employees, and support to our communities.
The Budd Group, great people, smart service.
- [Announcer 4] Truist.
We are here to help people, communities, and businesses thrive in North Carolina and beyond.
The commitment of our teammates makes the difference every day.
Truist, leaders in banking, unwavering in care.