...Ron Rivera hired as General Manager for Cal football
...Jim Knowlton no longer Cal Athletic Director
...Justin Wilcox no longer Cal football head coach
...Markeisha Everett no longer Cal Athletics Chief Marketing Officer

Change doesn't come at all once like a tidal wave at an institution with the size and scope of UC Berkeley, but change does come over time when leadership recognizes the importance of Cal Athletics and then has the gumption to take action to rectify areas of deficiency.

As always, UC Berkeley and its Athletic Department are still works in progress, but many items on the original checklist for Chancellor Lyons have been checked. Thank you to Rich Lyons and the donor base for making changes that needed to be made.

Excellent post.

Rich Lyons is actually walking the talk and getting things moving in the right direction.
It's shocking that Markeisha Everett lasted so long.
3.5 years of nothing.

She was a joke.

DiabloWags said:

---

Excellent post.

Rich Lyons is actually walking the talk and getting things moving in the right direction.
It's shocking that Markeisha Everett lasted so long.
3.5 years of nothing.

She was a joke.

---

She was hired in June of 2022 from Georgia Tech and fired in August of 2025. So a little over three years. We went 4-8 in football and 3-29 in basketball her first year and people immediately focused on the new hire in marketing to complain about? Compared to the amount of time and money given to Knowlton, Wilcox and Fox who will have each made tens of $millions over more than a decade (equivalent to 100,000 Everetts) it seems really strange to focus on the poor marketer of a really bad product over three years rather than the people responsible for producing that bad product and destroying that product who were paid many $millions, or even the current co-ADs who were not only also hired by Knowlton but were also involved in scandal and abuse of student athletes and were promoted.

Yes, Lyons should have cleaned house in the summer of 2024 (and still hasn't) but marketing was really the least of our problems. Cal needs a level of creativity she does not possess (a bit like Wilcox in that regard), so it is good that we moved on this past summer, but it is not like marketing was good in the decades before her or has improved since.

Cal sports fans: It's time to pull together.

— Rich Lyons (@richlyons) March 25, 2025

Addition to the list: approved the hiring of Tosh John Lupoi as the new football head coach at Cal, to be officially introduced on December 5, 2025.

Agreed. We can all complain about the speed of events, but pretty much all the structural stuff we wanted to see happen for Cal football has now happened.

calumnus said:

---

DiabloWags said:

---

Excellent post.

Rich Lyons is actually walking the talk and getting things moving in the right direction.
It's shocking that Markeisha Everett lasted so long.
3.5 years of nothing.

She was a joke.

---

. . . it seems really strange to focus on the poor marketer of a really bad product over three years rather than the people responsible for producing that bad product and destroying that product who were paid many $millions, or even the current co-ADs who were not only also hired by Knowlton but were also involved in scandal and abuse of student athletes and were promoted.

---

I'm not obsessing over her hire like you are.
Of course she had nothing to do with the product on the field like Wilcox and Knowlton.
You're stating the obvious.

Back away from the keyboard for a few hours and have some beers.
Be thankful that we now have a coach that spent 5 years of his life around Nick Saban.

Cheers!

sycasey said:

---

Agreed. We can all complain about the speed of events, but pretty much all the structural stuff we wanted to see happen for Cal football has now happened.

---

Exactly.

DiabloWags said:

---

calumnus said:

---

DiabloWags said:

---

Excellent post.

Rich Lyons is actually walking the talk and getting things moving in the right direction.
It's shocking that Markeisha Everett lasted so long.
3.5 years of nothing.

She was a joke.

---

. . . it seems really strange to focus on the poor marketer of a really bad product over three years rather than the people responsible for producing that bad product and destroying that product who were paid many $millions, or even the current co-ADs who were not only also hired by Knowlton but were also involved in scandal and abuse of student athletes and were promoted.

---

I'm not obsessing over her hire like you are.
Of course she had nothing to do with the product on the field like Wilcox and Knowlton.
You're stating the obvious.

Back away from the keyboard for a few hours and have some beers.
Be thankful that we now have a coach that spent 5 years of his life around Nick Saban.

Cheers!

---

Well there was a long campaign against her (and Toler) until they were fired when other targets seemed FAR more obvious and so I was largely reacting to that.

But yes, looking forward to change. Cheers!

calumnus said:

---

DiabloWags said:

---

calumnus said:

---

DiabloWags said:

---

Excellent post.

Rich Lyons is actually walking the talk and getting things moving in the right direction.
It's shocking that Markeisha Everett lasted so long.
3.5 years of nothing.

She was a joke.

---

. . . it seems really strange to focus on the poor marketer of a really bad product over three years rather than the people responsible for producing that bad product and destroying that product who were paid many $millions, or even the current co-ADs who were not only also hired by Knowlton but were also involved in scandal and abuse of student athletes and were promoted.

---

I'm not obsessing over her hire like you are.
Of course she had nothing to do with the product on the field like Wilcox and Knowlton.
You're stating the obvious.

Back away from the keyboard for a few hours and have some beers.
Be thankful that we now have a coach that spent 5 years of his life around Nick Saban.

Cheers!

---

Well there was a long campaign against her (and Toler) until they were fired when other targets seemed FAR more obvious and so I was largely reacting to that.

But yes, looking forward to change. Cheers!

---

She was far from the biggest problem, but given how Cal couldn't even manage to facilitate things like the billboards in ACC cities even while being handed the money and an action plan on a platter by the NIL folks, it's pretty clear she had to go.

sycasey said:

---

calumnus said:

---

DiabloWags said:

---

calumnus said:

---

DiabloWags said:

---

Excellent post.

Rich Lyons is actually walking the talk and getting things moving in the right direction.
It's shocking that Markeisha Everett lasted so long.
3.5 years of nothing.

She was a joke.

---

. . . it seems really strange to focus on the poor marketer of a really bad product over three years rather than the people responsible for producing that bad product and destroying that product who were paid many $millions, or even the current co-ADs who were not only also hired by Knowlton but were also involved in scandal and abuse of student athletes and were promoted.

---

I'm not obsessing over her hire like you are.
Of course she had nothing to do with the product on the field like Wilcox and Knowlton.
You're stating the obvious.

Back away from the keyboard for a few hours and have some beers.
Be thankful that we now have a coach that spent 5 years of his life around Nick Saban.

Cheers!

---

Well there was a long campaign against her (and Toler) until they were fired when other targets seemed FAR more obvious and so I was largely reacting to that.

But yes, looking forward to change. Cheers!

---

She was far from the biggest problem, but given how Cal couldn't even manage to facilitate things like the billboards in ACC cities even while being handed the money and an action plan on a platter by the NIL folks, it's pretty clear she had to go.

---

We definitely need someone who can leverage the Calgorithm and the intelligence and creativity of our students and alums. She was not it.

But we still have Jay Larson and Jenny Simon-O'Neil in charge despite their roles in scandal and our marketing is worse than ever. We need to move on with new leadership and vision. We actually have good basketball teams and attractive schedules to market. This was the first Fall with no Raiders, Warriors or A's in the East Bay since the 1959, yet our football and basketball attendance is at all-time lows. Huge opportunity we are missing. Hopefully Tosh brings in some stars but we already have Sagapolutele to build around (hopefully).

calumnus said:

---

sycasey said:

---

calumnus said:

---

DiabloWags said:

---

calumnus said:

---

DiabloWags said:

---

Excellent post.

Rich Lyons is actually walking the talk and getting things moving in the right direction.
It's shocking that Markeisha Everett lasted so long.
3.5 years of nothing.

She was a joke.

---

. . . it seems really strange to focus on the poor marketer of a really bad product over three years rather than the people responsible for producing that bad product and destroying that product who were paid many $millions, or even the current co-ADs who were not only also hired by Knowlton but were also involved in scandal and abuse of student athletes and were promoted.

---

I'm not obsessing over her hire like you are.
Of course she had nothing to do with the product on the field like Wilcox and Knowlton.
You're stating the obvious.

Back away from the keyboard for a few hours and have some beers.
Be thankful that we now have a coach that spent 5 years of his life around Nick Saban.

Cheers!

---

Well there was a long campaign against her (and Toler) until they were fired when other targets seemed FAR more obvious and so I was largely reacting to that.

But yes, looking forward to change. Cheers!

---

She was far from the biggest problem, but given how Cal couldn't even manage to facilitate things like the billboards in ACC cities even while being handed the money and an action plan on a platter by the NIL folks, it's pretty clear she had to go.

---

We definitely need someone who can leverage the Calgorithm and the intelligence and creativity of our students and alums. She was not it.

But we still have Jay Larson and Jenny Simon-O'Neil in charge despite their roles in scandal and our marketing is worse than ever. We need to move on with new leadership and vision. We actually have good basketball teams and attractive schedules to market. This was the first Fall with no Raiders, Warriors or A's in the East Bay since the 1959, yet our football and basketball attendance is at all-time lows. Huge opportunity we are missing. Hopefully Tosh brings in some stars but we already have Sagapolutele to build around (hopefully).

---

With football overhauled behind Rivera and Lupoi (and Madsen seemingly on the right track in hoops), I think this should be the next thing to focus on. Marketing needs to be way better and we need an active AD. The opportunity is there.

It's shocking that Markeisha Everett lasted so long.
3.5 years of nothing.

So very true, Diablo.

Absolutely. She was the worst, an absolute disaster. I remember Justin Allegre interviewed her at halftime of a game last year. She sounded very obnoxious, very rude, very condescending. A total jerk. I think Justin cut the interview short on purpose because of her attitude.

calumnus said:

---

DiabloWags said:

---

calumnus said:

---

DiabloWags said:

---

Excellent post.

Rich Lyons is actually walking the talk and getting things moving in the right direction.
It's shocking that Markeisha Everett lasted so long.
3.5 years of nothing.

She was a joke.

---

. . . it seems really strange to focus on the poor marketer of a really bad product over three years rather than the people responsible for producing that bad product and destroying that product who were paid many $millions, or even the current co-ADs who were not only also hired by Knowlton but were also involved in scandal and abuse of student athletes and were promoted.

---

I'm not obsessing over her hire like you are.
Of course she had nothing to do with the product on the field like Wilcox and Knowlton.
You're stating the obvious.

Back away from the keyboard for a few hours and have some beers.
Be thankful that we now have a coach that spent 5 years of his life around Nick Saban.

Cheers!

---

Well there was a long campaign against her (and Toler) until they were fired when other targets seemed FAR more obvious and so I was largely reacting to that.

But yes, looking forward to change. Cheers!

---

There was an even longer campaign against Wilcox, Knowlton, and Musgrave. Weird that of all people you're focused on Everett and Toler (who was let go because his wrs didn't develop and wouldn't block).

BearGoggles said:

---

calumnus said:

---

DiabloWags said:

---

calumnus said:

---

DiabloWags said:

---

Excellent post.

Rich Lyons is actually walking the talk and getting things moving in the right direction.
It's shocking that Markeisha Everett lasted so long.
3.5 years of nothing.

She was a joke.

---

. . . it seems really strange to focus on the poor marketer of a really bad product over three years rather than the people responsible for producing that bad product and destroying that product who were paid many $millions, or even the current co-ADs who were not only also hired by Knowlton but were also involved in scandal and abuse of student athletes and were promoted.

---

I'm not obsessing over her hire like you are.
Of course she had nothing to do with the product on the field like Wilcox and Knowlton.
You're stating the obvious.

Back away from the keyboard for a few hours and have some beers.
Be thankful that we now have a coach that spent 5 years of his life around Nick Saban.

Cheers!

---

Well there was a long campaign against her (and Toler) until they were fired when other targets seemed FAR more obvious and so I was largely reacting to that.

But yes, looking forward to change. Cheers!

---

There was an even longer campaign against Wilcox, Knowlton, and Musgrave. Weird that of all people you're focused on Everett and Toler (who was let go because his wrs didn't develop and wouldn't block).

---

Not on the long thread I am talking about (other than Knowlton and it was a longer campaign because he was here 3 x longer and cost us hundreds of $millions in lost revenue). Wilcox was long defended.

Toler was our best recruiter (most 4 star recruits) despite horrible offenses and Ott lead the Pac-12 in rushing in 2023 with Toler's receivers. People got their wish and Toler was fired and as a result we had the worst, slowest receiving corps (with the exception of DeJesus) with the most drops I have ever seen at Cal, and Cal was dead last in the country in rushing yards and yards per carry. Our best receivers turned out to be mostly the walkons Toler had brought in and developed and who stayed for their Cal degree.

Harsin pushing out Toler and AT and losing all of our skill players was the main reason we had one of the worst offenses in the country despite have a GREAT freshman quarterback.

What a week! Beat SMU. Tosh coming home. The foundation of the program has never been better. With all the ACCCG implications our RANKED WIN over SMU drew 530k viewers! That beats 2024s viewership & brings us to 6.52M for the regular season! Second best regular season since 2018. pic.twitter.com/AaEmX3Rznn

— Oski’s Drinking Straw (@Oskisstraw) December 5, 2025

Interesting TV viewership numbers here. Cal had its second best regular season TV numbers since 2018.

Nielsen's new Big Data methodology greatly helped Cal, leading to a 5% bump over the traditional Nielsen Panel, providing a more accurate measurement of Cal's Viewership. Only game showed a drop in viewership, as the Big Data reporting better captured streaming and out of home. pic.twitter.com/nvDZCBQGtt

— Oski’s Drinking Straw (@Oskisstraw) December 5, 2025

BearBoarBlarney said:

---

...Ron Rivera hired as General Manager for Cal football
...Jim Knowlton no longer Cal Athletic Director
...Justin Wilcox no longer Cal football head coach
...Markeisha Everett no longer Cal Athletics Chief Marketing Officer

Change doesn't come at all once like a tidal wave at an institution with the size and scope of UC Berkeley, but change does come over time when leadership recognizes the importance of Cal Athletics and then has the gumption to take action to rectify areas of deficiency.

As always, UC Berkeley and its Athletic Department are still works in progress, but many items on the original checklist for Chancellor Lyons have been checked. Thank you to Rich Lyons and the donor base for making changes that needed to be made.

---

Also hired the Assistant Coach of the Year from Texas (Steve Singleton) as our next Head Softball Coach. Never in a million years did I thing we could snag him. He could've coached anywhere.

We'll be back in the World Series in 2-3 years.

calumnus said:

---

BearGoggles said:

---

calumnus said:

---

DiabloWags said:

---

calumnus said:

---

DiabloWags said:

---

Excellent post.

Rich Lyons is actually walking the talk and getting things moving in the right direction.
It's shocking that Markeisha Everett lasted so long.
3.5 years of nothing.

She was a joke.

---

. . . it seems really strange to focus on the poor marketer of a really bad product over three years rather than the people responsible for producing that bad product and destroying that product who were paid many $millions, or even the current co-ADs who were not only also hired by Knowlton but were also involved in scandal and abuse of student athletes and were promoted.

---

I'm not obsessing over her hire like you are.
Of course she had nothing to do with the product on the field like Wilcox and Knowlton.
You're stating the obvious.

Back away from the keyboard for a few hours and have some beers.
Be thankful that we now have a coach that spent 5 years of his life around Nick Saban.

Cheers!

---

Well there was a long campaign against her (and Toler) until they were fired when other targets seemed FAR more obvious and so I was largely reacting to that.

But yes, looking forward to change. Cheers!

---

There was an even longer campaign against Wilcox, Knowlton, and Musgrave. Weird that of all people you're focused on Everett and Toler (who was let go because his wrs didn't develop and wouldn't block).

---

Not on the long thread I am talking about (other than Knowlton and it was a longer campaign because he was here 3 x longer and cost us hundreds of $millions in lost revenue). Wilcox was long defended.

Toler was our best recruiter (most 4 star recruits) despite horrible offenses and Ott lead the Pac-12 in rushing in 2023 with Toler's receivers. People got their wish and Toler was fired and as a result we had the worst, slowest receiving corps (with the exception of DeJesus) with the most drops I have ever seen at Cal, and Cal was dead last in the country in rushing yards and yards per carry. Our best receivers turned out to be mostly the walkons Toler had brought in and developed and who stayed for their Cal degree.

Harsin pushing out Toler and AT and losing all of our skill players was the main reason we had one of the worst offenses in the country despite have a GREAT freshman quarterback.

---

I'm old enough to remember that many of Toler's "prized recruits" didn't develop or flamed out and the ones that did play well left before Toler was fired (N. Hunter, J Hunter, Sturdivant). Lots of them dropped passes and none of them blocked.

The fact that Cal's wrs this year were objectively less talented and performed badly doesn't make Toler a good coach. Flawed logic on your part.

Wilcox was long defended by some - just like Toler was. Both were also criticized by many. Toler was not treated any differently than most Cal coaches - if anything he was given more leeway because he's a great guy and part of a great Cal family. Doesn't make him a good coach. And nobody defended Everett because she was objectively awful.