Article Featuring E&I Contract Partner, Deloitte

Kansas Athletics and Deloitte's US College Athletics practice have entered into a first-of-its-kind collaboration to best position the Jayhawks in navigating the dynamic new world of intercollegiate athletics. Deloitte will work alongside athletics administration and coaches to build upon the department's objective of being an innovative leader in the industry, provide first-class experiences for student-athletes, and elevate the University of Kansas, the region and the state.

The strength of the University of Kansas and Deloitte brands and their philosophical and leadership alignment will guide the collaboration. Deloitte will examine and evaluate how Kansas Athletics can best be prepared to navigate this transformational time. A sampling of opportunities that Deloitte will focus on includes:

  • External partnership evaluations
  • Kansas Athletics' impact and brand valuation
  • Revenue generation opportunities
  • Strategic insights and visioning
  • Peer analysis and aspirational comparators
  • Strategic financial planning and targeted investments
  • Roadmap for managing a potential revenue share and commercial NIL environment
"In an incredible time of transformation in collegiate athletics, we see a unique opportunity to chart a path forward as a national leader," Kansas Director of Athletics Travis Goff said. "Effective leadership requires humility and a willingness to bring in outside perspective and vantage points. That approach has served us well to date and it is even more imperative at this time to work with a strategic firm like Deloitte. We are excited to launch this collaboration to help ensure Kansas Athletics' ability to thrive in the days ahead."

See full press release by KU Athletics

 

 

College athletics expenses growing faster than revenue
College athletics programs across the country are facing a growing financial imbalance. While revenue from media rights, sponsorships, and ticket sales continues to climb, it is being outpaced by the rapid escalation of expenses—particularly in areas such as coaching salaries, facility upgrades, recruiting, and athlete support services. This widening gap is prompting athletic departments to rethink their financial strategies in order to maintain sustainability.

One of the primary drivers of rising costs is the competitive arms race in facilities and coaching talent. Universities are investing heavily in state-of-the-art training centers, stadium renovations, and high-profile coaching hires to attract top-tier athletes and boost program prestige. However, these investments often come with long-term financial commitments that strain budgets.

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This webinar by Deloitte discusses revenue and expense management, scenario planning for college athletics, athletic department valuation, fundraising strategies, and marketing and fan engagement. Click the image above for the full webinar.

 

At the same time, the landscape of college athletics is shifting due to changes in athlete compensation, including Name, Image, and Likeness (NIL) deals and potential revenue-sharing models. These developments, while empowering student-athletes, add new layers of complexity to financial planning.

To adapt, institutions are exploring diversified revenue streams such as private fundraising, corporate partnerships, and dynamic ticket pricing. Some are reevaluating their sport sponsorship portfolios, prioritizing programs with stronger financial returns or strategic value. Others are implementing cost-control measures, including shared services and more rigorous budget oversight.

Ultimately, the financial sustainability of college athletics will depend on a more strategic, data-driven approach to budgeting and investment. As expenses continue to rise, athletic departments must balance ambition with accountability—ensuring that their programs remain competitive without compromising long-term viability.


How does Deloitte help college  athletics? By identifying and evaluating revenue ventures.

Expenses in college athletics continue to increase at a far quicker rate than revenue is being generated, necessitating a shift in financial strategies. Deloitte helps Athletics Departments evaluate expenses, map current and potential new revenue streams, incorporate strategies from leading private sector organizations and professional sports entities, and uncover new innovative opportunities. By prioritizing initiatives that align with strategic goals, Deloitte validates and develops actionable plans to maximize growth and competitive opportunities. Deloitte believes that to excel in this new arena, Athletics Departments must break the mold, no longer relying on the way things have been done, and rebuild their organization and operations from the ground up. Deloitte's advisory services build impactful strategies that drive financial stability and profitability, empowering Athletics Departments to thrive in the dynamic landscape of college sports.

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