The Rise of Lincoln University Basketball: A Program Reborn Under Coach William Middlebrooks
As a young program, Lincoln University’s basketball program has struggled to find its footing. A small school in Oakland, California, the team lacked the financial backing, local support, and competitive edge needed to provide a strong foundation upon which to build. But everything changed in April 2024 when William Middlebrooks stepped in as head coach.
With nearly two decades of coaching experience at the high school and grassroots levels, Middlebrooks is no stranger to building winning teams from the ground up. Stops at Ribet Academy, Cathedral High School, and Middlebrooks Academy in Southern California, along with grassroots powerhouse Compton Magic, positioned him as an ideal fit to take Lincoln’s basketball program to the next level. Now, just a year into his tenure, the transformation is undeniable.
Lincoln University’s basketball program had long been in the shadows, operating on a shoestring budget with minimal local following. Middlebrooks understood that to make Lincoln a force in college basketball, he had to redefine the program’s business model and create a team that the community could rally behind. His approach was twofold.
The first step was to fix the economics. Underfunded when he arrived, the team now operates with positive revenue thanks to strategic partnerships, donor support, and revenue-generating games against Division 1 and Division 2 schools. Middlebrooks is also building a sustainable infrastructure, ensuring players have access to top-tier facilities, academic support services, mental health resources, career placement programs, and quality housing, setting them up for success both on and off the court. Middlebrooks emphasizes, “Our entire athletic department is laser-focused on developing professional-level athletes as well as pathways globally into professional franchises. In fact, we are already doing it within our football program.”
Lincoln is no longer just another small program. In 2025, the team won the SWS West Division Championship, proving that their rise is more than just talk. This past season, Lincoln faced four Division 1 teams—Pepperdine, Eastern Washington, San Jose State, and Weber State (Damian Lillard’s alma mater)—marking a dramatic shift from previous years when they didn’t compete at that level.
Academic success has also followed. Three players made the Dean’s List, achieving GPAs above 3.6, further demonstrating Middlebrooks’ commitment to developing well-rounded student-athletes.
For Middlebrooks, taking on this role was about more than just basketball. He saw Lincoln as a key asset in Oakland’s revitalization: a city that has seen its professional sports teams disappear.
That void has left local fans searching for a basketball team to rally behind. Middlebrooks believes Lincoln can be that team. “This city needs a team to believe in,” he says. “Lincoln is here to stay. We’re an Oakland school, a 100-year-old institution that people can count on. And we’re committed to this community. We want to provide that stability and emotional connection that fans have been missing.”
Another key mission? Second-chance opportunities for athletes. Many Lincoln players were overlooked by bigger programs or needed another shot to prove themselves. The university offers a unique combination of elite basketball development and top-ranked business education, with its MBA program ranked fourth by the San Francisco Business Times.
“Most of our athletes wouldn’t have had another opportunity to play at this level,” Middlebrooks says. “We’re expanding their basketball shelf life while also preparing them for life beyond sports. We want to foster generational wealth, ensuring they don’t just play the game but understand the business behind it.”
Lincoln’s rapid ascent has caught the attention of major sports brands, and with Middlebrooks at the helm, the list is expected to grow. For corporate sponsors, the opportunity is clear: This team is on the rise, and now is the time to get on board. “Our goal is simple,” says Middlebrooks. “We want to get 1% better every day. That’s the mantra we tell our players, and that’s what will take this program to the next level.”