Cal Athletics Lays Off Two Dozen Staffers

Department cites 'complete redefinition of how we operate' in eliminating marketing, communications and creative roles

Apr. 11, 2026 at 8:05pm

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A fractured, cubist-style painting depicting the geometric shapes and planes of a college sports stadium or arena, rendered in Cal's signature blue and gold colors to conceptually represent the department's strategic pivot.Cal Athletics' restructuring efforts aim to redefine the department's external operations and revenue model amid the changing landscape of college sports.Berkeley Today

The University of California, Berkeley's athletic department has informed around 25 employees in its marketing, athletic communications and creative services units that they will be laid off in early June. The department cited a 'complete redefinition of how we operate' as it transitions to a new 'Strawberry Creek Studios' model focused on revenue generation and storytelling.

Why it matters

The layoffs come amid significant financial pressures facing the Cal Athletics department, including a $24.3 million projected shortfall for the 2024-25 fiscal year. The department is also adjusting to conference realignment, the transfer portal, NIL payments, and other major changes impacting college sports.

The details

According to the email sent to staff, Cal Athletics plans to post over 20 new positions within a week as part of the 'Strawberry Creek Studios' model, and those being laid off will have the opportunity to apply for the new roles. The department says this is not a rebrand, but a 'complete redefinition of how we operate, moving from a promotional model to an innovative content and revenue engine.'

  • Cal Athletics informed staff of the layoffs on Friday, April 11, 2026.
  • The layoffs will be effective in early June 2026.

The players

Jenny Simon-O'Neill

Co-athletic director of Cal Athletics.

Jay Larson

Co-athletic director of Cal Athletics.

Ron Rivera

Football general manager hired by Cal a year ago to run the program with autonomy.

Tosh Lupoi

New football coach hired by Cal to replace Justin Wilcox, who was fired just before the end of the 2025 season.

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What they’re saying

“The decision to eliminate these positions was incredibly difficult. We understand the impact of this transition on the individual employees and their families. Each and every one of them has been a valued member of our team and we have nothing but appreciation for the services these colleagues have provided to Cal.”

— Jenny Simon-O'Neill and Jay Larson, Co-athletic directors, Cal Athletics

What’s next

Cal Athletics plans to share more details in the coming weeks about the vision and structure of the new 'Strawberry Creek Studios' model.

The takeaway

These layoffs highlight the significant financial pressures facing college athletic departments, as they navigate conference realignment, the transfer portal, NIL payments, and other major changes impacting the industry. Cal is taking drastic steps to redefine its operations and find new revenue streams to address a projected $24.3 million shortfall.