The Sports Advisors is a biweekly roundtable featuring experienced operators —across media, sponsorship, monetization, and technology— analyzing the properties and topics that matter, and the lessons they provide to the broader industry. 

In the latest episode, four JohnWallStreet Advisory Advisors discuss LSU taking on the SEC in court and how college football’s growing legal uncertainty changes the risk calculus for schools, brands and media partners.

The cast for the tenth episode in a row includes:

As always, you can connect with a member of the JohnWallStreet Advisory team by sending a note to [email protected]. In fact, we encourage it!

Key themes, insights and takeaways from the hour-long conversation include:

The Enforcement Paradox

The legal battle between LSU and the SEC over the conference’s ability to enforce its own rules exposes a fundamental flaw in the sport’s governance model. Commissioner Sankey’s obligation to ensure compliance with league bylaws is in direct conflict with the conference’s commercial incentive to keep LSU on the field.

“The SEC can fine LSU, [it] can vacate results and do all that, but at the end of the day, [the conference has a lucrative] media deal with ESPN…. Can [it] really afford no LSU on the schedule,” Shah asked. “[The conference] can posture, but the reality is if LSU is willing to take the fines [and treat them as a cost of doing business, the SEC has limited recourse.]... If they disappear from that schedule, [the SEC now has] a major ESPN problem. That is what ultimately gives [LSU] confidence.... [ESPN is] not paying [the conference as contracted] if there's no LSU games, when [it] booked ad revenue against [them].”

Governance Chaos Shouldn’t Tank Media Rights Values

The proliferation of legal disputes has prompted concerns that increasing lawlessness in college football could eventually erode competitive integrity and, in turn, the value of the sport’s media rights. But because the major conferences’ TV agreements are not up for renewal for several more years, collegiate athletics still has time to establish an enforceable governance structure.

“It's hard for me to see that [college football] will be much damaged by this kind of [challenge to authority], of which this [particular case with LSU is] an extreme example of. We're on our way to some kind of order… My sense is that the player rules and all of that [will] get sorted out in the next year,” Crakes said. “The [bigger] questions [are] how does that new system's value creation fit into the new media distribution landscape, how much money is [still available] there and for who, and is the government going to force everyone to play [one another]. [Those are] the bigger questions [in terms of] structuring media rights than how we sort out [player eligibility].”

Centralized Leadership Would Help

Major college football ultimately needs a centralized leader with the authority to establish rules, enforce compliance and make decisions on behalf of the sport. The Sports Advisors identified one executive who would seemingly fit the bill.

“Five years from now, [do] not be surprised if Brian Rolapp [is] running college football,” Brody said. “Now, he could be running pro football. But he would be the type of leader who has the gravitas, the experience, who [has] sat in those tough rooms and made those tough decisions, who understands the power of the business and is not afraid to say, ‘You can do this. You can't do that.’”

Buy the Controversy 

LSU’s legal fight with the SEC would appear to have created added risk for program sponsors. But the heightened attention surrounding the Tigers and groundswell of local support are reasons for brands to lean in.

“I'm all in because if I'm a brand and I invest in LSU, I'm not activating outside the state of Louisiana. The reality is I'm activating LSU in Louisiana, [and] everybody right now is rallying behind [Lane and Co. A partnership with the football program has] more value today than it had [just a few weeks ago] because everybody's supporting the team,” Kelly said. “[LSU] probably [has] greater awareness, greater visibility than it's ever had.... In that state [a team partnership is] going to crush. And everybody's going to invest.”

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

Catch previous episodes of The Sports Advisors on JohnWallStreet’s YouTube channel, including discussions on the Saudi Public Investment Fund’s decision to stop funding LIV Golf, Vancouver Whitecaps FC potentially relocating to Las Vegas, the 2026 World Cup serving as a stress test for the modern sports business model, a sports betting reality check, challenger leagues as investments, premium sponsorship inventory, local sports media, making MLS Major League, and the USTA and U.S. Open.

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The next episode will be released on Wednesday, September 23.

On the latest episode of JaneWallStreet Presents: At The Table, JaneWallStreet Executive Chair Deirdre Lester sits down with Trailblazing Sports Group Founder Sara Gotfredson. The two surface and talk through a multitude of actionable insights including: women’s sports outperforming on favorability and purchase intent, the need for a multichannel strategy in women's sports, a trio of emerging Olympic sports that provide an accessible brand entry point, and much more.

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