Jon Haarlow has officially been appointed as the 16th Athletic Director of Washington State University (WSU), following his interim role. During a press conference at Gesa Field, Haarlow expressed his commitment to leading the Cougars through what he termed 'the most important fall in the history of WSU athletics,' as the university prepares to compete in a revamped Pac-12 conference. University President Betsy Cantwell highlighted the need for a strong operational leader focused on revenue generation, which includes ticket sales and innovative partnerships. Haarlow, who joined WSU in 2021, has experience in financial leadership and has already made significant hires, including football coach Kirby Moore. He is determined to position WSU as a leader in the Pac-12 and aims to secure the conference's access to the College Football Playoff (CFP), stating that this is his top priority. Despite challenges, he believes WSU can adapt and thrive in the evolving landscape of college athletics.