III. Building Blocks and Positioning

Chapter 10. Big-Time College Athletics

Dr. Ed Ray

Chapter Overview

In recent years, media contracts in Division I sports increased dramatically, especially for the so-called big five conferences. Money draws scrutiny, and so who gets the money in big-time college sports gets a lot of attention, which has led to the development of policy changes, including the on-demand transfer portal and name, image, and likeness contracts for college athletes. The implications of these developments for the future financing of college athletics, especially for non-revenue sports at all Division I schools, is not obvious. New approaches and strategies will be needed to succeed in this new environment. What do best practices look like?

  • Funding revenue and non-revenue sports and keeping faith with Title IX.

Funding for Division I athletics programs is driven by media revenue, mostly generated by football and men’s basketball, yet Division I schools are required to sponsor sixteen sports that equally serve men and women. How does the model work, and how must it change?

  • The impact of the transfer portal and name-image-likeness programs on college athletics finances and competition.

For the good of the game and the financial viability of Division I college athletics funding, how should transfer modules and access to name-image-likeness funding be regulated?

About the author


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A Handbook of Higher Education Leadership Copyright © 2024 by Dr. Ed Ray is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License, except where otherwise noted.