BOULDER — A small but distinguished club gained another member Monday.

The University of Colorado introduced Fernando Lovo as its seventh full-time athletic director, a position that has existed for nearly 100 years.

Despite Rick George not yet stepping into his new role as athletic director emeritus and special advisor to the chancellor, Lovo is now the head of the athletic department that has plenty of challenges ahead, like finding ways to increase revenue in an era where schools can pay student-athletes up to $20.5 million per year. 

Here are five takeaways from Lovo’s introductory press conference:

Lovo is here for the long haul

The word “age” never came up Monday. It didn’t have to. Take one look at Lovo and his family (wife Jordan and two kids under 5) and you can see why they can be the future of CU athletics. Lovo, 37, can ensure the university’s eighth athletic director won’t be hired for decades to come. He called CU a “destination job” and after just one year in the same role at New Mexico, it’s hard to see him bolting for something better, even if his success at CU mirrors that at UNM. Like everyone on their first trip to Boulder, Lovo couldn’t stop raving about the views and what it means to be in a place like Colorado.

Coaches still matter

His main job is to make CU athletics wealthier than it is. But Lovo said he also believes in Xs and Os and building a culture of development. That’s what Tad Boyle and JR Payne have done with the men’s and women’s basketball programs. Now, with some changes to the coaching staff this offseason, there’s optimism Deion Sanders and the football program can do the same.

A football background

Speaking of Coach Prime, who made sure his presence was felt inside the Touchdown Club at Folsom Field, Lovo’s resume suggests the big reason he was hired is because he can help build a winner on the gridiron. Working as a student football equipment manager under Urban Meyer at Florida is where Lovo got his start. He’s also had football-related stops at Ohio State, Texas, Houston and with the Jacksonville Jaguars in the NFL. Additionally, Lovo hired Jason Eck a week into his time at New Mexico and oversaw one of the Lobos’ best seasons on the football field in 2025. Lovo’s history indicates he should be able to get Sanders the resources he needs to compete in the Big 12.

Rick George’s impact

Aside from the vistas, there was one other aspect that brought Lovo to CU: George. Due to the timing of George’s decision to step down and the hiring of Lovo shortly after, those two now can work together for several months before George eases back on his role and becomes a full-time grandfather, first and foremost. Lovo specifically mentioned taking the first 35-90 days to listen — to the coaches, student athletes, fans and people in the community. There will be real urgency to get things accomplished, but Lovo can take time to analyze the entire department before diving into its pressing needs.

Setting the bar high

Lovo said there is “no limit” for CU athletics. Yes, the Buffs must find creative ways to generate revenue and be more competitive in the NIL space, but Lovo believes a community capable of providing for CU’s needs already exists. It must be activated and energized. Once it is, Lovo believes championships can be won by all of the university’s athletic programs.