UC AD John Cunningham: 'You're ultimately judged on how you walk through the fire."

As fall soon changes into winter, the University of Cincinnati has construction cranes at work on groundbreaking Big 12 facilities for Bearcat athletes. There's a new Nike/Jordan Brand apparel extension that once again has the Swoosh prominently displayed on uniforms and facilities.

The Big 12 has blessed the Bearcats in recruiting and revenue, but with change comes growing pains. The school awaits much-anticipated NCAA waiver rulings on a pair of basketball transfers who can dramatically enhance the chances of Wes Miller's men's team in their inaugural Big 12 campaign.

The UC football team has had its struggles in arguably a much more competitive league. The personnel department is bigger than ever before, as are the staffs of most sports. But, when playinhg in a Power Five conference, power funding is needed. One need only visit a Big 12 road game to see what UC needs to compete.

UC athletic director John Cunningham expounded on some of these topics in a recent sit-down.

In October, Zoom calls were held with some donors asking for football-related money with suggested donation tiers of $3,000, $6,000 and $12,000. Is this what is needed to kick-start Bearcat football in the Big 12?

"My role is to try to get the Cincy Reigns (UC's NIL collective) message out. They've obviously done a lot with Cincy Light, you've seen what they've been able to do there. They've now got the Cincinnati Playmakers Football Club that is up and running. I think we have the best-organized collective in the country. My voice in this process is to make sure we promote Cincy Reigns in everything they're trying to do for us. We know in the Big 12 we're going to need to be in this space and in the world of NIL to win games."

Can you explain the Cincinnati Playmakers Football Club?

"The concept Cincy Reigns has is to build it out sort of like the old booster clubs. For us to be really successful here we need everyone to understand it (NIL) and get into this space. If we do it in a really broad-based way, that's how Cincinnati's going to be successful."

When short-term results aren't there, how do you sell a long-term process?

"We want everyone to be invested in our program in the ways they want to be invested. We just have to make sure we give them everything we can to give them a great experience as fans. We need them in this space because other schools aren't slowing down in the world of NIL."

Has it become lost in translation that UC football has jumped to a more competitive league?

"There's a ramp-up period now that is taking place behind the scenes in terms of budgets and in terms of making sure we're competing in every way with the Big 12. I give a lot of credit to the President (Neville Pinto) and Board (of Trustees) for being able to look ahead. We talked about being 'Day One Ready'. We thought we were going to have an additional year. Obviously, that was shortened when we jumped into the Big 12 as soon as we could. There's been an investment spin because we haven't been in the same sphere that these other schools are that we're competing against. I believe so strongly in our coaches and our athletes here, I always think we should compete. There is a balance between those two things. There's a six-and-a-half-year time period before our next media rights deal. That's a time period where we're going to really have to ramp everything up. The stated goal is to be the best athletics department within the Big 12 within that time frame. It's going to take a lot."

Since their 2-0 start, UC football has struggled. How do you react to the adversity of a difficult season?

"What's so great about Lindner (Athletic Center) is that we're all in one spot. Whoever the coach is I can drop in on them in their office and have a chat. I try to do that a lot. I want to know what the challenges are, and what I can help solve. One of the challenges is to remain confident in who you are and what you're about. I see that in our football program. I wish people could see that and be around the student-athletes every day and the lessons that are being learned every day.

"You're ultimately judged on how you walk through the fire. When things are easy everyone sings your praises and you just navigate willy-nilly. When things get really tough, that's when you've got to have strong leadership. That's what I'm looking for from my coaches."

Social media can be a nasty thing. Do you tell your staff not to look?

"It's not reality. We tell our student-athletes to keep first things first: your family, your friendships, your schoolwork. Focus on what you can do to be better. Twitter (X) is a fake universe that can be really harmful for everybody. It's also why we've had to put money into our mental health program. We know that student-athletes can't separate themselves from their followers. It's almost impossible. We want to make sure we're supporting them and giving them the tools to deal with it. It's something everyone has to deal with, the algorithms of negativity that feed people over and over and over."

Mental health is a part of the waiver claims for basketball players Aziz Bandaogo and Jamille Reynolds. What are you able to say about the school's support?

"Our job was to support their waiver and then their appeal. We support that through our compliance office and through an attorney that worked with our compliance office to put together the best appeal we possibly could. Outside of that, they've also retained separate attorneys who are looking at what happens if the appeal is not granted."

Cranes are evident on the new indoor facility where the old 'bubble' was. There's now a proposal for a new bubble at the Gettler soccer stadium. What's involved with that project?

"It's in the very early stages. It's really a campus project to explore the possibility of putting up a bubble. As the campus grows you need more rec space. You have several months in the winter where rec space is difficult to come by. We're looking into it."

NOTE: A Request for Qualifications acquired by The Enquirer calls for the replacement of the track surface and field turf at Gettler, the home of women's soccer, track and field and club sports. The project includes a seasonally installed air-supported dome including a recessed perimeter grade beam, drainage and required utilities. Total project cost is estimated at $8 million.

What does the Nike/Jordan Brand extension mean to UC?

"Partnering with Nike and Jordan from a brand standpoint is as good as it gets. It means a lot to your players currently and a lot to recruits in the future. I'm really proud of it. There's only 12 programs with Jordan Brand. On the basketball side our women's basketball gets to wear Jordan, our men's basketball gets to wear the Jumpman. It means a lot to the city and this program. With Nike in general, when you put on the 'Swoosh' it means something too. You know that you're with the biggest brand in sports."

This article originally appeared on Cincinnati Enquirer: UC Bearcat AD John Cunningham discusses demands/expectations of Big 12