College sports’ professional era is upon us. And the cost of competing in it has risen dramatically.

For context, Michigan budgeted $26.7mm in new revenue sharing and expanded scholarship funding expenses in 2025–26, while Texas projected nearly $30mm in added costs.

The financial strain reaches beyond the power conferences to the Group of Six as well. UNLV projects its annual NIL and revenue-sharing budget will reach $10.75mm in 2026–27.

The challenge now for athletic departments across the country, many historically structured to break even, is to build the infrastructure and develop the income streams necessary to sustain this new, more expensive operating model.

So, for the 3rd straight year JohnWallStreet will gather 100 of the most influential individuals across college sports on the morning of the College Football Playoff National Championship Game (January 25) for a half-day of interactive learning, idea sharing and high-level networking. 

We’ll dive into how various athletic departments are adapting to their new fiscal reality, where outside capital and new operating models fit in, and how premium experiences are driving incremental revenue. We’ll also examine how universities measure athletics’ broader contribution to their institutions and justify increased investment to their programs.

We have seven featured speakers confirmed. Several more will be announced in the weeks ahead.

Each will participate in an off-the-record, deep-dive fireside conversation, followed by audience questions and discussion. You won’t see clips from this, or any JohnWallStreet event, on social media. Our conversations are designed to produce candid, actionable insights that inform decisions—not drive clicks and impressions. 

It’s the difference between an intelligence network and a media company.

Date: Monday, January 25
Time: 8:00 am-1:00 pm
Location: Private (Las Vegas)

Below is an overview of the agenda.

Taking Ownership of the Commercial Business

Retaining more of the upside from college athletics’ commercial rights requires taking on more responsibility for selling and delivering on those partnerships. University of Arizona Director of Athletics Desireé Reed-Francois will explain how Arizona Sports Enterprises has gone about building those capabilities, how having greater control has altered its approach to corporate partnerships and athlete NIL, and how it has impacted the school’s P&L.

The University’s Return on Athletics

As competing in college athletics becomes more expensive, university leaders must determine whether greater investment is warranted. West Virginia University President Michael Benson will join us to discuss sport’s ability to drive enrollment, enhance an institution’s reputation, foster a shared statewide identity and deepen alumni engagement. The conversation will also touch on how professionalization is influencing investment decisions across the university, how the school measures the return on athletics spending and how it maintains accountability for ensuring capital spent on sport delivers benefits beyond wins and losses.

Running an Athletic Department in the Professional Era

Formal revenue sharing and a fluid player market are changing how athletic departments build winning programs. University of Alabama Director of Athletics Greg Byrne will join us to discuss how professionalization is reshaping resource allocation, roster construction/retention and the responsibilities of administrators. He’ll also detail where one of college sports’ highest revenue producing athletic departments is finding opportunities to grow its business.

Bringing Pro Sports’ Premium Playbook to Campus

Collegiate athletic departments are looking to premium seating and hospitality to increase revenue. Cleveland Cavaliers and Rock Entertainment Group CEO Nic Barlage and EVP, Chief Venues and Development Officer Antony Bonavita will share how REG Consulting, Rock Entertainment Group’s advisory operation, is applying its own operating experience (HIPP, the high-end hospitality club at Rocket Arena, is considered amongst the league’s most premium) to help other rights owners capitalize on the demand that exists for elevated fan experiences. The conversation will cover developing the right mix of upscale offerings, setting prices for premium access and hospitality, and evaluating returns on infrastructure investment.

Rethinking College Sports’ Commercial Structure—and the Role of P.E.

The University of Utah created a new entity to grow the business supporting its athletic programs. The school’s Director of Athletics Mark Harlan and Crimson Brand Partners CEO Matt Webb will discuss why Utah chose this model and how it is combining outside capital, professional sports operating experience and campus assets to build a more sustainable commercial enterprise. They’ll explain how decisions are made under this new structure, where they see upside and how success will be measured.

Those interested in attending can express interest here.

To discuss partnering with us on this unique event, reach out to Jacie Brandes at [email protected].

On the latest episode of JaneWallStreet Presents: At The Table, a biweekly podcast exploring the intersection of sports, media, and finance through the lens of (mostly) female decision-makers, JaneWallStreet Executive Chair Deirdre Lester sits down with Premier Lacrosse League Co-Founder, President and Chief Creative Officer Paul Rabil.

The two surface and discuss a range of actionable insights, including how challenger leagues can use their first media deal to build a case for the next one, why they should build an investor base that brings more than capital, and why pro leagues are best positioned to rebuild recreational sports.

📺 Watch the full episode on JohnWallStreet’s YouTube page.
🎧 Listen on Apple Podcasts or Spotify.

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