ULM men’s basketball has reached a crossroads. The program has struggled for years. With longtime head coach Keith Richard stepping down, many hoped for a fresh start.
Athletics director John Hartwell’s decision to hire Phil Cunningham has sparked controversy, with some questioning whether Hartwell made the right choice or if finances forced his hand.
Cunningham, who spent last season as an assistant coach at ULM, has prior head coaching experience at Troy University. However, his tenure there ended with a record of 80-111 over six seasons, a winning percentage of just 41.9%. He led Troy to a Sun Belt Tournament title and an NCAA tournament appearance in 2017. However, his overall record raises concerns among fans looking for a major turnaround at ULM.
Some critics have labeled the move a “lazy hire,”—as mentioned by Hartwell in a KNOE 8 News interview following Cunningham’s induction—arguing that ULM should have sought a more high-profile coach. In reality, the program may not have had the budget to land a bigger name. According to Knight-Newhouse, a college athletics database, ULM’s athletic department only had a budget of roughly $21.12 million in 2023. Compared to other Sun Belt schools, ULM athletics has a lot less financial support.
Making the Warhawks competitive in the Sun Belt requires more than just a coaching switch. Better funding, stronger recruitment and improved facilities are all necessary steps toward long-term success. For example, competitive Sun Belt teams such as James Madison and Old Dominion both have higher athletic budgets that allow them to invest in these areas.
While uncertainty lingers over Cunningham’s ability to turn the program around, calling his hire a mistake would be premature. He knows the team, understands the challenges and has led a team to success before. Expecting immediate dominance in the Sun Belt is unrealistic; if given the right resources, Cunningham could still prove to be the right choice.
Whether he was the best option available or simply the most feasible one is something ULM fans may never truly know. Now, all eyes are on Cunningham as he takes the reins of a program desperate for change.
