Announcing our ‘College Sports’ New P&L’ Event Lineup

Announcing our ‘College Sports’ New P&L’ Event Lineup

College Sports have become professionalized. 

We’ve entered an era defined by commercialization, revenue-sharing, and NIL. And private capital remains a topic of conversation too.

The programs that can re-architect their balance sheet efficiently —aligning rights, fundraising, facilities, and the fan experience with a clear financial strategy— are going to win on and off the field.

JohnWallStreet is bringing senior leaders across college athletics, media, and finance together for a half-day of interactive conversation and high-level networking. We’ll unpack new revenue-generating opportunities, discuss expenses that can be cut, and where to find sustainable long-term advantages. 

If you manage a budget, steward a program, or are planning to underwrite the future of college sports, this invite-only event in Miami on the morning of the CFP Championship Game (Jan. 19, 2026) is for you.

Tim Pernetti is going to kick off our half-day summit. The American Conference Commissioner will sit down for a conversation on how the conference’s new commercial division –American Rise Ventures– has positioned it to unlock revenue generating opportunities, attract private capital, and expand opportunities across member schools. We’ll also cover how the conference is turning storytelling into a sellable assets, and some lessons the broader industry can draw from its approach to innovation, alignment, and value creation.

The loaded program will also feature firesides on the following topics:

• Transitioning to a Sustainable Operating Framework

Media Executive and Blackstone Operating Advisor Mark Lieberman will lay out his vision of what college athletics’ new financial model should be, and the path needed for the industry to realistically move towards it. He’ll also discuss how athletic departments, conferences, and partners can go about unlocking enterprise value in a structured way.

There will be discussion on how athletic departments can go about operating more like actual businesses too (think: budget allocations across sports, risk management, aligning individual economic incentives with enterprise goals).

• Expanding the Pie Through Alignment

Smash Capital Co-Founder and Managing Partner Kevin Mayer believes college sports’ next major economic unlock will come from having more games between top teams and strategically unifying media rights across the power conferences. He’ll provide the latest on Project Rudy and its vision for collaboration over competition.

Pathway Sports & Entertainment founder Casey Schwab will host the conversation, and highlight how a viable commercial enterprise for athletes benefits the entire industry.

• Rebuilding a Balance Sheet 

University of Arizona Athletics Director Desireé Reed-Francois will explain how the school’s athletic department managed to reduce its deficit from $39mm to $5mm in a single year (the plan is to be balanced by the end of ’26). She’ll also discuss how resuming ownership of the department’s multimedia rights has provided the school with new levers to expand revenues and how Arizona is using AI to find hidden dollars in existing income streams. 

• Saturdays Are the New Sundays: Bringing Pro-Level Structure to College Football

Professional football used to be played on Sunday. Now, it occurs on Saturdays in the fall too. Former New York Jets and Miami Dolphins General Manager and Founder of The 33^rd Team Mike Tannenbaum will explain why college football programs should be operating like their pro counterparts (i.e. with GMs, cap experts etc.). He’ll discuss roster management, responsible spending, and resource allocation in an increasingly business-driven environment.

• Private Capital’s Role on Campus

Private capital’s role in college sports has evolved from curiosity to seeming inevitably. Collegiate Athletic Solutions founder and former Florida State University QB Drew Weatherford will discuss the types of structures and partnerships that make sense, and where investors see sustainable opportunity. From media rights to infrastructure and operational support, Weatherford will outline how outside capital can help modernize athletic departments while preserving mission and integrity. 

Most of college sports’ key stakeholders will be in attendance. If you'd like to join them, you can express interest here.

As always, all of the conversation will be off record so guests can speak candidly. 

If you would like to partner with us on this unique event, reach out to Jacie Brandes at [email protected].