Steve Hatchell’s career as a sports administrator is a masterclass in strategic leadership, with his six-year tenure as the executive director of the Orange Bowl standing out as a period of profound transformation for the organization and for the sport of college football. Joining the Orange Bowl in 1987, Hatchell arrived at a pivotal moment, and his vision would help lay the foundation for the sport’s modern postseason structure. His accomplishments during this era would cement his legacy as one of the most influential figures in the evolution of bowl games.
One of Hatchell’s most significant achievements was his role in securing a landmark title sponsorship deal with Federal Express, a partnership that began in 1989 and would last for 18 years. This groundbreaking agreement was a direct response to a lack of a sufficient television rights increase from NBC and set a new precedent for how major bowl games would be financed, providing a stable and lucrative revenue stream for the Orange Bowl. The success of this sponsorship deal demonstrated Hatchell's keen business acumen and positioned the Orange Bowl as a leader in collegiate sports marketing.
Beyond financial success, Hatchell was instrumental in reshaping the entire landscape of college football’s postseason. He was a key figure in the formation of the Bowl Coalition, the precursor to the Bowl Championship Series (BCS) and the current College Football Playoff (CFP). This collaborative effort, launched during his tenure, sought to create a system where the top teams would have the opportunity to play for a national title, moving away from the more disjointed and often-disputed "poll era" of championship determination. His foresight in helping to launch this system ensured the Orange Bowl's continued relevance and solidified its place at the center of the sport’s elite postseason discussions. Four of the six Orange Bowl games played during his tenure had direct national championship implications, a testament to the game's elevated status under his leadership.
Hatchell's influence extended beyond the Orange Bowl itself. During his time as executive director, he served for five years as the chairman of the Football Bowl Association. His work in this role helped unify the bowl system and underscored his commitment to the broader health and future of college football. His efforts led to him being named a 2023 inductee into the Bowl Season Leadership Hall of Fame, a fitting tribute to his lasting impact.
Following his impactful time at the Orange Bowl, Hatchell continued to hold significant leadership positions, including serving as commissioner of the Southwest Conference from 1993 to 1995 as well as the first commissioner of the Big 12 Conference from 1996 – 2000 and, since 2005, as the president and CEO of the National Football Foundation (NFF). In these roles, he has continued his legacy of advocacy for college football and the scholar-athlete ideal, most notably with his work in establishing the College Football Hall of Fame in Atlanta. Throughout his career, Steve Hatchell has demonstrated a rare ability to combine business innovation with a deep passion for the sport, leaving an indelible mark on the Orange Bowl and the entire college football world.
