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“This is Utopia.” That’s Adidas North America President John Miller reflecting on tonight’s College Football Playoff National Championship game between Adidas-branded schools Miami (FL) and Indiana. JohnCanzano.com’s eponymous publisher recently visited with Miller for a wide-ranging Q&A discussing business strategy, his blue-collar upbringing, leadership style and why Adidas sees value in partnering with major college football programs. More from Miller…

➤ On tonight’s title game: “It’s a four-hour Adidas commercial… You’ve got Miami playing in their home stadium. They’re playing against Indiana, and their quarterback is from Miami. You couldn’t ask for a better script. From a brand perspective, we couldn’t have either… My boss, the global CEO, Bjørn Gulden, is coming in from Germany to go to the game. I’m not sure how many college football games he’s been on the sidelines for. It’ll be a first for him, too.”

➤ Asked whether Adidas aims to partner with individual athletes or college teams: “I think it’s a little bit of both, right? Obviously, we don’t have the NFL, right? So we have to pivot and find other spaces. And we’ve done that. We’re going to continue to lean heavily into NCAA. We’re excited to have (Penn State and Tennessee) joining our roster. But signing a Jeremiah Smith or a Travis Hunter or having a Patrick Mahomes on the roster. Again, Fernando Mendoza, right? Elijah Serrat? We feel like going into this coming draft, we could have anywhere from 10-15 picks in the first 35 or 38 picks in the NFL Draft this year.”

➤ On NIL: “I think part of the lure to Penn State and Tennessee coming to the brand was how aggressive (Vice President of Sports Marketing) Chris McGuire and his team have been around NIL. Rewind all the way to August 2024 when we launched the (Patrick) Mahomes + Texas Tech + Adidas triangle of a partnership from an NIL perspective. Chris and the team have been doing this for a couple of years now, and they’ve really done a great job. I think universities recognize that, the work that he’s done and [Senior Director of NCAA Sports Marketing] Jim Murphy and the entire team. We feel like we’re on the forefront of what we do there.” More from Miller. (link)

Indiana President Pamela Whitten appeared on The Pat McAfee Show and had this to say while assessing where IU currently stands: “Part of what Indiana University is, is it’s a sports school. We’re a great academic institution … so, we’re getting championships across everything, academics and sports. Part of our DNA is athletics, and if we’re gonna do athletics, we’re gonna do it right and be in championship games. I feel very zen today. We’ve done what we needed to do to get here and here we are.” On planning for the future with facilities and infrastructure: “This is part of a big long-term plan. I wasn’t kidding when I said we started this back in 2021. We’ve been working and rolling for years and the plan continues. … This is thousands and thousands and thousands of people investing in Indiana University football.” More. (link) 

“How much are they willing to spend?” That’s the question some fans are still asking heading into tonight’s CFP natty that’s seen get-in ticket prices at Hard Rock Stadium fluctuate between $3,500 and $4,000 with an average resale price of $4,974, a $1,529 leap from last season. SeatGeek Director of Marketing Chris Leyden tells The Athletic’s Ira Gorawara: “This year’s national championship market is behaving much more like some of the Super Bowls we’ve tracked and less like a typical college football final. It’s a perfect storm of demand — a local team playing at home paired with a massive, national fan base traveling in.” Indiana fan Scott Pincus, who locked in a $3,600 seat through risky, deposit-based reservation system CFP RSVP at halftime of Hoosiers’ Peach Bowl victory over Oregon, had a message to friends hesitating because of the cost: “How much would you pay for a ticket to ‘see God?’ I find what’s happening to Indiana is a miracle.” More. (link)  

Dell Technologies has become the latest brand to join a roster of 17 official sponsors on longer-term College Football Playoff deals heading into tonight’s title kick. That group doesn’t include additional brands with CFP deals at different levels such as 76, Avocados from Mexico, Baptist Health, Axia Time, Shaw Sports Turf or official CFP gear producer, Nike. From a TV standpoint, tonight’s CFP telecast is officially sold out, per Disney Ad Sales, with 40 new advertisers for the game and its various feeds, including four movie studios and companies such as OpenAI, Peacock, Anthropic, LinkedIn and the U.S. Secret Service. More. (link)

Bloomberg's Max Rivera, Janet Lorin and Elizabeth Rembert suggest the most important investment Indiana & Miami (FL) each made toward college football success will be standing on the sidelines. “Both schools have showered lavish pay packages on HCs credited with turning their programs around. Indiana’s Curt Cignetti, who took the helm in late 2023, earns average annual compensation of $11.6M. Miami’s Mario Cristobal is in the middle of a 10-year deal that pays just over $8M annually. Boosters have been delighted with the results.” More comments from key leaders…

➤ TCU Chancellor Daniel Pullin touches on the new industry dynamics: “The rules on the field are largely the same. Off the field, everything’s quite different. … We’re aggressively building our team as well as leveraging our connections and what is a very robust business environment.”

➤ Kansas State AD Gene Taylor on the challenges of a program like Alabama having to replace a coaching legend: “They have to go out and hire the next Nick Saban, so to speak. And there’s not a lot of Nick Sabans out there.”

 

➤ Excel Sports Management Partner Chris Hoppe talks leadership selection: “It’s never been more expensive to succeed. You can’t afford to fail.”

➤ Merchants Bank Chairman Michael Petrie on Cignetti: “Quite honestly, with what he’s done, I don’t know if you could pay him enough. He’s filled the stadium, which means there’s more revenue from the stadium. There’s more revenue from concessions. There’s more revenue from sponsorship.” 

 

➤ More. (link)  

“Adapt or die.” Per On3’s Andy Staples and Shannon Terry, that’s the mandate college athletics faces with “real, systemic issues…that must be addressed over the next three to five years” through “fundamental restructuring across the entire ecosystem — conferences, rights holders, the NCAA.” With the product on the field and court continuing to surge in popularity through record ratings and social growth, the authors offer up their short-term advice for dealing with the problems currently roiling college sports. “First and foremost, fix the college football calendar. … Eliminate the early National Signing Day and go back to one signing day on the first Wednesday in February. Move the transfer portal window from January to March. … Instead of a ‘Commissioner’ that has less than no power, build a plan to negotiate and work with the NFL – an official partnership. … College football leaders such as the SEC’s Greg Sankey and the Big Ten’s Tony Petitti need to reach out to NFL commissioner Roger Goodell and say ‘How can we work together?’ … Keep Congress out – at least for now. … The leaders of college sports need to try to solve their own problems. … Don’t dilute the regular season — 24 teams in [the] playoff could do serious damage to the regular season.  … And finally, stop complaining about athletes being paid or wishing things would ‘go back to the old days.’” More. (link)

In an era “where capitalism and profit have encroached further and further into the pockets of sports fans,” ESPN’s decision not to have commercials on its 4K College Football Playoff broadcasts is “purposeful,” per AwfulAnnouncing’s Ben Koo. ESPN: “These 4K productions are intended to make fans feel like they are at the event. During breaks we show a wide shot of the stadium which is supposed to feel like you are there in person. There are no ads to preserve that experience.” Koo: “How long our secret reprieve from capitalism remains in place, who knows? Once upon a time, The Athletic and Netflix beat their chests about not having ads. You then had to pay more to keep it that way or lose the ad-free experience. Even our sacred RedZone channel now has ads. It’s probably a matter of time until the suits find another way to get a few more dollars from me, or I’ll be subjected to about an hour’s worth of ads while watching a game. Those of us who enjoy the status quo will have to decide whether to pay another sports media ransom. But for now, we’ll bask in the peaceful experience of being present, free from the constant overtures of big brands, and left to our own devices.” (link) 

The Bulwark's Sonny Bunch highlights the immense drawing power of the NFL on streaming platforms, noting the Kansas City Chiefs vs. Dallas Cowboys game became the most-watched regular season game ever with an average of 57.2M viewers. Bunch points out that on a streaming-only chart of programs surpassing 40M hours viewed, five of the last seven entries are NFL games—specifically Thursday Night Football broadcasts on Amazon Prime. This dominance underscores why rights costs are exploding and must be subsidized by increasingly expensive advertising, as the league remains "must-watch TV" for roughly one-sixth of the country. Bunch adds: “This is not a new thing, but it is WILD how popular football is. As such, it's coveted by all the streamers. But I do wonder if eventually TV rights get SO expensive to acquire that the league runs out of bidders. And then…things will get weird.” Weird, in this case, means unsustainable, according to bestselling author Chuck Klosterman, who argues in his new book that football’s dominance is fated to end: Bunch writes: “Either companies stop paying for ads, seeing no return on their investment, or the streaming services simply decide the juice isn’t worth the squeeze. Eventually, once the number of bidders drops off, the money’s going to plateau or decline. And that’s when real trouble for the sport will start. It’ll be too big to fail, but fail it will. The question, then, is what happens to the audience. Do they wait for the sport to return? Or do they simply shift their newfound supplementary pleasures—gambling, fantasy, gaming, whatever—into other pursuits?” Lots more. (link, link)

College Football Playoff Executive Director Rich Clark says the CFP was not notified in advance of the Trump administration’s executive order regarding the Army-Navy game amid CFP expansion but notes they saw it and understand it, per Front Office Sports’ Amanda Christovich. (link)

The SEC-Big Ten alliance may be unraveling as the two power brokers failed to reach an agreement on expanding the College Football Playoff format during a three-hour meeting in Miami on Sunday. Yahoo’s Ross Dellenger reports the SEC remains firmly in favor of a 16-team field, while the Big Ten is pushing for a 24-team bracket. Dellenger also notes a compromise proposal to expand to 16 teams for two years before shifting to 24 stalled because SEC Commissioner Greg Sankey and league presidents refuse to make long-term guarantees in the currently unpredictable environment. With ESPN's final deadline looming on Friday, CFP Board Chair Mark Keenum noted Sunday was "not a deadline day," adding: “It took five years for us to go from four to 12. I think the fact we are having conversations is a good thing, but there’s a lot of things to weigh on this." American Commissioner Tim Pernetti summarizes the impasse by saying: "That’s up to two people in the room." Another college leader tells Dellenger: “It is an embarrassment for the sport.” (link) 

Ohio State AD Ross Bjork discussed the financial landscape of college athletics on The Bill and Doug Show and suggested the $20.5M revenue-sharing cap has already been outpaced by the market: “The market outpaced the 22%. It just did. That 22% number was calculated about three years ago. ... I just feel like anytime we've tried to restrict the environment around the benefits, it leads to people, are they doing the right thing? ... Anytime we try to codify the money, it leads to this. It leads to chaos. It leads to angst." More from Bjork…

 

➤ On the potential for an uncapped system: "Maybe [no restriction on money]. But again, anytime you've governed it, you've led to this chaos. And so having an unlimited number, that's hard. That's hard to do. ... But how do we have a system where we can sit down either with the athletes or some enterprise and talk about what's the right system, whether that's a cap, whether that's an employment model, an independent contractor model?"

 

➤ Buyout language in athlete contracts: "Based on the situation, yes. ... They're both legal contracts. So I think the enforceability goes both ways. The athlete's going to have protections. If it's a revenue-share agreement, the institution will have protections. ... So to me, they're all sort of binding in some way, shape, or form. And then there's always exit provisions, whatever that is, right? If it is buyout language, if it is just the contract ceases, the moment it's terminated."

 

➤ On untapped donor potential: "We just ran some data. We have 750K people that have activated some sort of ticket interaction with us in the last year. ... So if we just had 10% of that group, that'd be over 70K donors that could give $50, $100, $1,000, $100,000, $1M, $10M, whatever the numbers are, it all adds up."

 

➤ Full conversation. (link)

Wisconsin AD Chris McIntosh talks with SBJ’s Ben Portnoy about the creation of Badger Athlete Partners and describes the expansion as a natural evolution of the multimedia rights partnership with Learfield beyond traditional signage and radio, aiming to "create deals centered around storytelling [and] content creation" at scale for student-athletes across 23 sports. The initiative aligns with UW’s broader commitment to increase investment in the football program under HC Luke Fickell, with McIntosh emphasizing the need to compete in the new ecosystem while remaining compliant with NCAA and College Sports Commission rules. “That’s not changed. That’s always been a part of our ethos, if you will. But there’s an opportunity for us to create, to invest and create at scale infrastructure and opportunity for kids to benefit from NIL opportunities in a way that is pretty groundbreaking for us and for the industry. For that, we’re excited.” (link)

Indiana State AD Nathan Christensen joins Collegiate Sports Connect’s Steph Garcia Cichosz on the latest episode of The Career Hustle to reflect on his first full academic year in the role, and points out the Sycamores experienced a 29% overall revenue increase across ticket sales, sponsorships, philanthropy, and NIL. Christensen also discusses the shift in job responsibilities for modern ADs, noting that “you’re almost a politician… dealing with board of trustees members, dealing with state legislators, working with the president's office, really positioning the institution outside of even athletics to be in the top of mind for folks at the state house." Christensen on the importance of emotional intelligence in leadership: “I think being able to understand how to navigate through a unique system like a university, but also the state legislators… how to deal with people that you may not care for but you need them in your corner. That’s always the way it's always going to be in our industry is you're going to have to have people that you work with be very supportive of our institution." Lots more. (link)

St. Bonaventure AD Bob Beretta joined the Behind Bonaventure podcast to discuss the department's aggressive facility upgrades, noting that the university has invested over $6M in the past 12-18 months. Projects include a $1.5M baseball renovation, $300K for turf replacement, a $1M+ outdoor tennis complex funded by donors Michael and Kristeen Hickey, and extensive updates to the Reilly Center, including new locker rooms for all teams. Beretta emphasized a "1% better every day" philosophy, explaining: “If we do that, we get to the end of the year, we look back and we're able to reel off all these things. And that was really a product of getting 1% better every day. It's kind of like the old Minor League Baseball mentality. It's just, can we get a little bit better every day?" (link)

Front Office Sports’ Amanda Christovich profiles LifeWallet CEO John Ruiz, the businessman once dubbed "Miami’s NIL King," as he hosts a pregame party for 1,000 guests ahead of the Hurricanes' national championship matchup against Indiana. Ruiz, who estimates he spent $20M sponsoring 150 athletes through his companies during the early NIL era, stepped back in 2023 amid financial struggles that saw MSP Recovery delisted from Nasdaq and investigated by the SEC. While the Canes Connection collective now leads Miami's NIL efforts, Ruiz plans to re-enter the space "imminently" through his new marine-tech venture, Luminsea, telling Christovich: "I think you’ll see that we’re going to start soon. Probably with this coming season." UM AD Dan Radakovich credited Ruiz's early aggression as pivotal, noting he was "really one of the first to say, ‘Okay, student-athletes can be the spokespeople that I want.’ And he was able to put together some really good things for some student-athletes.” (link)

The Mountain West Conference has named D1.relocation its official relocation partner as the league prepares for a headquarters transition from Colorado Springs to Las Vegas later this year. Beyond supporting individual staff members, D1.relocation will manage the full-scale logistical movement of the conference office and provide additional policy-writing and administrative support. Mountain West CFO Gary Walenga: "Partnering with D1.relocation ensures that the heavy inconvenience of moving offices, equipment, and personal belongings for multiple staff members will be greatly eased, allowing our leadership and employees to remain focused on supporting our institutions and student-athletes." (link)

Navigate Founder AJ Maestas and VP of Consulting Charles Rolston discuss key issues impacting college athletics & higher ed. Maestas weighs in on the looming enrollment cliff: “Quick math, just based on population and the propensity of men in particular to go to college, 10, 15% reduction in enrollment. So not every school faces this. Some schools have unlimited demand. Some schools don't want to raise their tuition, but when you count raising tuition enrollment [on] out-of-state students, it's a $100M+ annual impact. So your whole athletic department budget right there could be considered an advertising department for enrollment. And again, it doesn't apply to everybody, but look at some of these Southern schools that have been on great tears, Georgia, Alabama, and what's happened to their student body. The quality of the students is up. The number of students is up.” For those without “unlimited demand,” Maestas cautions: “Don’t overlook the effect of this.” (link)

In pointing out that the competitive gap between high- and mid-majors has only widened due to NIL and the transfer portal, ESPN’s Pete Thamel tells St. Bonaventure Men’s Basketball GM Adrian Wojnarowski that “what’s happened is they’ve taken away the mid-majors’ great competitive advantage, which was continuity. Age and continuity were the two things that allowed mid-majors to eventually rise and pop. And that’s in football and in basketball. You no longer have the ability to have continuity and to keep great players for long periods of time. It’s just simply not fiscally possible. There may be some anomalies, there may be some exceptions, but for the most part if you flash at a Mountain West school now, if you flash at a Conference USA school, you’ve just gotten yourself a raise. Now, there will be some loyalties, there will be some things…I just think it probably hasn’t been articulated how big that gap has quickly become.” (link)

South Carolina legislators voted 111-2 to amend the state’s NIL law, explicitly exempting university revenue-sharing contracts with student-athletes from public records requests. The move, championed by Representative Davey Hiott (R-4), is designed to head off a lawsuit filed by businessman/FOIA advocate Frank Heindel against South Carolina, which seeks disclosure of student-athletes’ contracts on the grounds that they are agreements with a public institution. Hiott argues that transparency would put state schools at a complete disadvantage against competitors not subject to FOIA, stating: "Pretty soon, you're talking about everybody leaving this state... going to the highest bidder." Rep. Justin Bamberg (D-90) added that confidentiality is also a safety measure to protect athletes and their families from potential “extortion – or worse.” (link)

Organized crime podcaster Jeff Nadu reacts to the college hoops gambling indictments, particularly regarding the question: How were gamblers able to get “so much money down in these schemes? Because of the man in control of this. It’s really simple to understand. The sportsbooks were likely in cahoots with the feds, and they likely allowed this to happen because they were building a conspiracy. Most of the money accepted was likely fed money given to [high-profile bettor] Shane Hennen. I have talked very openly and in depth about who Shane Hennen is. Shane Hennen cooperated in the late 2000s with the government, and I have it on pretty good authority that he’s the reason all these indictments came down. This was likely pushed through to create a pattern of a conspiracy, which is the reason why Mr. Hennen has been involved in all four of these indictments. It’s really simple to understand. That’s why it was allowed to happen – because the government oversight asked them to let it happen because they were building something. That’s how the government works. The money that was provided to do this was all just a conspiracy, and all the other people involved simply didn’t know and are now going to go down for it.” Front Office Sports’ Ryan Glasspiegel comments: “This is way more logical than the idea that someone could get [$400K] down on the first-half line of an obscure CBB game, even if they were doing it across 100 different accounts.” (link)

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(NEWEST!) Associate Athletic Director, Sales & Fanbase Growth (Wake Forest University / Winston-Salem, NC): The Associate Athletic Director for Sales & Fanbase Growth drives ticket revenue for Wake Forest Athletics, for football and men's basketball, through strategic marketing and sales planning. More details HERE.

 

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Athletic Trainer (Texas Christian University / Fort Worth, TX): More details HERE.

Associate Director of Athletics, Commercial Revenue (University of Illinois / Champaign/Urbana, IL): More details HERE.

 

Director of Partnership & NIL (3 Openings) (University Athletic Association, Inc. at the University of Florida / Gainesville, FL): More details HERE.

Director of Ticketing (Abilene Christian University / Abilene, TX): More details HERE.

 

Graduate Assistant - Ticket Operations & Sales (Auburn University / Auburn, AL): More details HERE.

 

Assistant Athletic Director Ticketing (University of Northern Iowa / Cedar Falls, IA): More details HERE.

 

Ticket Sales & Operations Manager (University of Texas – El Paso / El Paso, TX): More details HERE.