It seems like Hubert Davis’ roots are firmly planted in Chapel Hill! He has signed a contract extension that will keep him at the forefront of the North Carolina men’s basketball program through the 2029-2030 season. Sounds great, right? Well, not so fast. This new deal comes on the heels of a season full of ups and downs, and the coach still has not shown that he can consistently win against the best teams. That’s exactly why fans are pretty shocked.
Let’s rewind for a second. The Tar Heels entered the 2024-25 season with lofty expectations, ranked No. 9 in the AP poll. But then things began to crumble. They had brutal losses against high-profile teams like Kansas, Auburn, Michigan State, and Florida. Of course, that was not the kind of start fans envisioned. Yes, they’ve turned things around a bit of late with a four-game winning streak, which includes a pretty decent 96-85 victory over Florida State. But let’s be real: There’s plenty of work yet to be done if they hope to earn a spot in the NCAA Tournament.
So, the timing of this announcement is noteworthy. It arrives during a critical time in the college basketball season and when the Tar Heels are facing an uncertain postseason fate. The fans are just worried that the team might end up missing the NCAA tournament for the second time in Davis’ three-year tenure. Hence, the big question here is whether Hubert Davis would be able to take the team to a new level, after how hot and cold they have been. Till then, Davis can expect that fans’ eagle eyes will be on him.
NEW: Men’s basketball coach Hubert Davis agreed to contract extension with North Carolina over the summer. Was signed in December. New deal extends to 2030.
— Brian Murphy (@murphsturph) February 25, 2025
Because, despite the struggles, the University of North Carolina decided to reward Hubert Davis with a hefty contract extension. And we’re talking a deal of $3.2 million a year, a significant raise over what he was making. His base salary jumped from $400,000 to $1.25 million, with annual layers of additional compensation. It appears to be the kind of move to secure a successful coach for the long term.
Well, the revised contract triples the buyout amount UNC would need to pay if they ever chose to part ways. Also note that the deal includes supplemental income streams, such as $750,000 from Nike apparel and Learfield media rights agreements, a $50,000 expense stipend, and up to $1.25 million in performance-based bonuses annually.
In a curious coincidence, the contract was signed the same day the Tar Heels suffered a loss against Alabama in the ACC/SEC challenge. Maybe that explains why Davis readily hired basketball agent Jim Tanner to fill the position of the program’s first executive director and GM. Earlier this month, he had explained his plans to go beyond the old ways of doing things that crown only the coaches, saying that he wanted more people in the back to support. “The old model for Carolina basketball just doesn’t work,” Davis had said.
Well, who can argue against that? Not Hubert Davis for sure. His tenure at UNC has not been perfect. Sure, he had that marvelous run to the NCAA championship game his first season but then came year two — when UNC, of all teams, became the first preseason No. 1 team to fail to qualify for the NCAA Tournament.
So, what should fans make of this new contract?
Fans aren’t holding back after Hubert Davis’s contract extension
The reaction to this decision has been swift and savage. Fans reacted on social media, and the responses were … let’s say they lacked hospitality. “UNC fans couldn’t imagine this in their worst nightmares”, one fan tweeted. And if that sounds harsh, wait. “UNC lit their program on fire. Sad!”, read another comment. The frustration is palpable. They are more or less convinced that the team might be on the wrong track.
Jan 1, 2025; Louisville, Kentucky, USA; North Carolina Tar Heels head coach Hubert Davis gives instruction during the second half against the Louisville Cardinals at KFC Yum! Center. Mandatory Credit: Jamie Rhodes-Imagn Images
And there were rival fans who could not help but take a shot at UNC. “LETS ALL LAUGH AT UNC ”, one commenter tweeted, and another wrote, “Come on, man. Someone has to be messing with me at this point. There’s just no way this is real life.” That disbelief was evident — several people failed to wrap their head around how UNC could invest this much money in a coach who hasn’t produced steady results.
Let’s talk numbers. Davis’s Tar Heels have slumped against top teams this season. They are 1-10 against Quadrant 1 teams, so they haven’t been able to do much when they have faced top competition. But here’s the thing: They’ve killed weaker competition, going 16-1 against teams ranked in lower quadrants. And while it’s nice they’re smackin’ around teams they’re supposed to smack around, that certainly doesn’t earn a pay increase that puts Davis in the upper crust of college basketball coaches.
For now, Hubert Davis is safe — at least contractually. But do not expect this to remain a quiet situation for long. If the Tar Heels don’t go deep into March Madness, or worse, fail to even make the tournament, complaints about his contract extension will only intensify.
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