Mountain West Conference Partners with Two Circles

New conference-wide program to help schools navigate athlete compensation with fan-focused strategy, financial literacy, and cutting-edge marketing tools.

As revenue sharing reshapes the economics of college athletics, the Mountain West Conference has partnered with data-driven sports and entertainment company Two Circles to launch a full-service, conference-wide marketing agency designed to help schools compete in the sport’s new financial landscape.

Through Two Circles, the company will help design and operate the revenue sharing structure for participating institutions, providing the infrastructure and expertise needed to execute scalable, athlete-centered compensation programs while bringing structure and clarity to the student-athlete experience. As athlete compensation increasingly influences recruiting, competitive performance, and fan engagement, the Mountain West is positioning its member institutions with the tools and operational support needed to succeed in this new environment.

Launching in the 2026–27 academic year, San José State University will serve as the first Mountain West school to adopt the model, with additional schools expected to join the program as it expands across the Conference. Designed with flexibility at its core, each institution will have the option to opt into the full-service model. For schools that do, Two Circles will manage the end-to-end execution of revenue share programs, including onboarding athletes, administering contracts and monthly payments, supporting marketing activity, and ensuring athletes meet program obligations tied to their participation.

Participating schools will have access to tailored marketing and revenue-sharing services, including:

• Athlete playbooks and onboarding
• Marketing campaign execution and content development
• Contract execution and payment management
• Financial literacy, personal branding, and career development programming
• Industry analytics and insights
• Consultative services for personnel, budgeting, and tiered athlete structures

“Our responsibility is to make sure Mountain West student-athletes, and our member schools are positioned to succeed in this new era of college athletics,” said Gloria Nevarez, Commissioner of the Mountain West. “With Two Circles’ expertise and our shared vision, this program is another example of our membership’s ability to embrace innovation to create meaningful opportunities for the student-athletes who represent our institutions.”

“This moment is about creating a model where schools, fans, partners, and student-athletes can grow and thrive together,” said Nick Garner, EVP at Two Circles College. “The Mountain West has been a progressive leader in college athletics for years, consistently looking for ways to support its schools and the student-athletes who represent the conference.”

“We’re proud to work alongside the MW team to build a program that helps member institutions effectively create a best-in-class student-athlete experience in this new landscape,” added Donna Tuths, President Two Circles Americas.