US College Sport
Elevate opens $500m PE-backed college fund
Elevate has launched a $500m (€438.2m) fund to invest in college athletics departments following the groundbreaking ruling that universities in the United States can now pay their athletes directly.
Pay ruling marks new dawn for US college sport
Universities in the United States will be able to start paying their athletes directly from next month, following a historic, and long-awaited, ruling
Learfield replaces Playfly with 15-year USC deal
The Learfield agency has bolstered its college sports portfolio with the addition of the University of Southern California's (USC) athletics division on a 15-year term.
Cincinnati creates in-house unit for sponsorship sales
The University of Cincinnati (UC) has become the latest top college in the United States to bring its sponsorship sales in-house.
Pac-12, Mountain West go to court over ‘poaching fees’
The ongoing nationwide realignment of the US college sports conference scene has led to another lawsuit being filed, this time on the west coast
CBS grows Big 12 basketball inventory via ESPN deal
The Big 12 Conference is to enjoy significantly more exposure across CBS Sports for its respected basketball division following its expansion to 16 schools for the 2024-25 academic year.
Market cautious on CBD, despite USC-Cookies deal
USC Athletics’ multi-year partnership with CBD [cannabidiol] wellness and lifestyle brand Cookies is unlikely to cause a rush of copycat deals in collegiate sport, industry experts have predicted.
Florida State wins right to open up ACC-ESPN TV contracts
US college sport's Atlantic Coast Conference (ACC) has been ordered to hand over its media-rights agreements to Florida State University (FSU), which is continuing its break-away bid
‘Employee-employer’ relationship to be tested in US college sport
A US appeals court has ruled that some college athletes may qualify as employees under federal wage laws, in what is another setback to the National Collegiate Athletic Association in its long-running…
Florida State pens multimedia rights deal with Legends
Legends, the global experiences firm, has expanded its role in the US college sports scene, signing a 10-year multi-media rights partnership with Florida State University (FSU)
TNT Sports continues post-NBA rights haul with Mountain West deal
As Warner Bros. Discovery's TNT Sports searches for more domestic deals ahead of the loss of its National Basketball Association rights, the company has announced a multi-year agreement for Mountain West Conference college football games.
College sports conferences ‘exploring’ naming-rights sponsorships
College sports conferences have begun exploring naming-rights sponsorships as they look for new ways to draw revenue amid a changing financial landscape
NCAA on-field sponsors ‘start of trend’ to open up new revenues
More US colleges are set to seek new revenue streams after the National Collegiate Athletics Association (NCAA) announced it will allow sponsor advertising on football fields for regular-season games in…
NCAA agrees to athlete revenue sharing in $2.8bn antitrust settlement
The NCAA and its five biggest conferences have agreed to a $2.8bn settlement in several antirust cases that will usher in a new era of college sports by allowing schools to directly pay athletes.
RedBird, Weatherford open PE firm for college investments
RedBird Capital Partners and Weatherford Capital have announced a new private equity firm, Collegiate Athletics Solutions (CAS), to invest in public and private university athletic departments in the United…
Big Ten Conference revenue grows to record $880m ahead of expansion
The Big Ten Conference has reported a record $880m (€810m) in total revenue for the financial year to June 30, 2023, according to a copy of the conference's tax return obtained by SportBusiness.
Women’s college basketball title decider shatters viewership records
The NCAA women's basketball championship game drew a record-shattering 18.7 million viewers, peaking at 24 million as South Carolina won a second title in three years.
Iowa-LSU smashes women’s basketball record viewership on ESPN
The highly anticipated NCAA women's basketball Elite Eight matchup between Iowa and Louisiana State drew a record 12.3 million viewers on ESPN, eclipsing the record of 9.9 million during last year's clash between the same teams.