Athletics Panel Westside Show

WSU Football is evolving as an enterprise, and this session at the Westside Show is about what that means for your business. Join CougsFirst! for The Business of Football—a fast‑paced conversation on leadership, brand, risk, talent, and growth through the lens of a major college football program.

You’ll hear from Luke Falk, record-setting WSU quarterback and former walk-on who knows what it takes to compete and lead at the highest level; Brad Larrondo, WSU Football’s Executive Senior Associate AD and General Manager with more than two decades of experience in athletics, fundraising, marketing, and external relations; and Jon Harlow, WSU’s newly appointed Athletic Director, whose leadership will shape the future of Cougar athletics and the business of college sports in Pullman and beyond.

Moderated by Greg Witter, co-founder of Cougfan.com, this conversation connects the realities of running a football program with the challenges of running a company—offering fresh ideas on why sports matter to business and how Coug leaders can engage in ways that are authentic, strategic, and mutually beneficial.
Attend live at the Westside Show in Seattle or join via YouTube livestream and be part of a conversation you won’t hear at a typical sports panel—or business event.