The Future of College Sports Commercialization Part 2

As college athletics enters a new commercial era, the challenge is no longer simply identifying new revenue opportunities. It’s building an organization capable of maximizing them.

In Part 1 of this series, we argued that the institutions best positioned to thrive will be those that treat commercialization as a core organizational capability. Part 2 explores what that means in practice.

Drawing on industry research and real-world examples, Nick Garner, Zack Sugarman and Doug Bell outline the foundational capabilities of the modern commercial model for college athletics, from operating structures and audience intelligence to revenue strategy and the skills needed to drive sustainable growth. The report also examines how leading institutions are rethinking commercial organizations to maximize value across ticketing, partnerships, marketing and fan engagement.

Download the full report here.