Marcus Sedberry named Wisconsin football’s first-ever general manager

Marcus Sedberry, who has a wealth of football-specific experience having held football operations positions with the Philadelphia Eagles and at Baylor University, has been appointed to be the first-ever general manager of the Wisconsin Badgers football team, UW Athletics has announced.

“I’m honored to embrace this new role with our football program,” Sedberry said in a press release. “As the landscape of college athletics continues to change, it’s crucial that we invest in our future and commit resources to manage these developments effectively. I look forward to working closely with our coaches, student-athletes and staff to build on our strong foundation.”

Sedberry, who has served as UW’s Deputy athletic director/chief operating officer (COO) since 2022, will now oversee all roster management, player personnel and operations for Wisconsin football, underscoring the department’s commitment to embracing the evolving landscape of collegiate athletics.

“Marcus has been an invaluable asset for our football program,” UW Athletic Director Chris McIntosh said. “His leadership and vision are perfect for this role. Expanding Marcus’s involvement demonstrates our strategy to embrace the future of collegiate athletics and positions us to navigate the opportunities ahead. From his time in the NFL to various collegiate athletic departments, Marcus has been a part of success everywhere he has been.”

Since joining Wisconsin Athletics in 2022, Sedberry has overseen significant initiatives, including the House settlement and revenue sharing for the department, according to a press release from UW Athletics, and in recent months, Sedberry played a pivotal role in helping the Badger football program build a comprehensive player personnel and revenue sharing strategy that led to a successful launch into the new world of college football.

“Marcus has played a big part in building our 2025 roster and enhancing our program’s operations,” Badger head football coach Luke Fickell said. “His experiences both in professional and college football make this a natural fit and his connection with everything we’ve done during my time here gives our relationship the strength to grow the foundation of our program.”