USD’s Kimya Massey Talks Facilities, NIL, and the Path to Success in College Athletics
The world of college athletics is constantly evolving, and for Kimya Massey, the Associate Vice President and Executive Director of Athletics at the University of San Diego, navigating these changes is both a challenge and an opportunity. Appearing on the Braden Surprenant Show on Wednesday, March 12, 2025, Massey shared insights on his first year at USD, facility upgrades, NIL strategies, and the path forward for Torero athletics.
With Conference Tournaments in full swing, Massey acknowledged the shifting dynamics in college sports. Having spent years in Power Five conferences at Oregon State, UCF, and Indiana, he brings a wealth of experience to USD, a program he believes has tremendous untapped potential.
“I’ve always seen USD as a place where you can have a tremendous amount of success,” Massey said. “There’s been a good base of success in multiple sports, but I’ve always felt there can be more.”
One of Massey’s key focuses has been upgrading athletic facilities. The softball complex is nearing completion, with the first home game set for April 5. The $35 million basketball training center, which will double as a campus wellness hub, is expected to open within the next month. These investments, according to Massey, will help elevate USD’s standing among West Coast programs.
Navigating the ever-changing landscape of college sports also means embracing NIL opportunities and the transfer portal. Massey made it clear that USD is committed to providing its athletes with the resources they need to succeed.
“We will be in the game,” Massey emphasized. “We will be doing NIL. We will be doing RedShare. We’re going to make sure that we’re aggressive in the space, in the portal, and that we have a roster that’s highly competitive.”
The conversation also touched on community engagement, a crucial component of USD’s strategy in a sports-rich city like San Diego. With the Padres, a new MLS team, and other college programs competing for attention, Massey is focused on strengthening relationships with youth sports organizations, the Catholic school community, and local military families.
“We have to be intentional about how we market to different communities,” he explained. “We want to create an affordable, high-level Division I athletic experience that families can enjoy.”
On the basketball front, Massey reaffirmed his belief in Coach Steve Lavin despite a challenging season. A renewed focus on roster retention, recruiting, and NIL initiatives will be key to building a competitive program.
“This is not our standard,” Massey admitted. “We’ve been to one NCAA tournament in the last 20 years on both the men’s and women’s sides, and that’s just not acceptable to me. We’re going to put everything in place to change that.”
As USD continues to make strides in multiple sports—men’s soccer’s deep NCAA tournament run, the rise of men’s golf, and nationally ranked tennis—Massey remains committed to ensuring all programs have the resources to thrive.
“There’s enough interest and resources in San Diego for us to be competitive across the board,” he said. “I don’t want to be at a school where only one or two teams are successful. We’re building a winning culture in every sport.”
With facility upgrades, a strategic NIL approach, and a renewed focus on community engagement, USD is positioning itself as a powerhouse in West Coast college athletics. Under Massey’s leadership, the Toreros are embracing the challenges ahead and setting their sights on sustained success.
Audio: https://youtu.be/nm1vf5BYGMo
