Badger Observer

Badger Observer

A look at Shawn Eichorst and the Wisconsin athletic director position

UPDATED: Some thoughts about the new Badgers' athletic director.

Jake Kocorowski's avatar
Jake Kocorowski
Jul 01, 2026
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Credit: Jake Kocorowski/Badger Observer

University of Wisconsin fans received a one-two punch of news Tuesday. One was praised on social media by fans and those from afar.

The other, reported and not “officially official” that day, received some different reactions.

Wisconsin and Culver’s announced a sponsorship where the storied ButterBurgers and frozen custard chain will have a patch on jerseys worn by the Badgers’ football, men’s basketball and men’s hockey programs. Then came news, according to ESPN’S Pete Thamel and On3’s Pete Nakos, that the university was “targeting” and “working to hire” former Miami and Nebraska athletic director Shawn Eichorst to the same position.

UW-Madison interim chancellor Eric M. Wilcots formally unveiled Eichorst as Wisconsin’s new athletic director Wednesday morning.

“We began this process seeking to identify a new leader who would build on our excellence and continue to elevate our program for the future in the rapidly evolving landscape of college athletics,” Wilcots said in a press release.

“We have found that person in Shawn Eichorst, who brings incredible experience, a history of innovation and success at the highest level, and a commitment to student-athletes welfare. The fact that he is a native of Wisconsin, and understands our university and state, is a tremendous bonus.”

Here are some thoughts after seeing reactions across the internet and diving into Eichorst’s background.

Fans of a candidate with Wisconsin ties appear to be getting their wish

Eichorst is a Wisconsin native from Lone Rock, according to his Nebraska profile. His LinkedIn page shows he graduated from UW-Whitewater, where he played football, and studied law at Marquette.

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