You may have heard that it’s the dawn of a new age in college sports. Actually, that’s underselling it. Let’s put it this way: college sports as you know it is over. Finito. Kaput.
In it’s place is… well, I think we’re still figuring out what that is. But with all the conference realignment, changes to the college football playoff, NIL and direct payments to players, there’s one thing we know with 100% certainty: the need for new revenue, and lots of it, is absolutely vital to college athletic departments.
And that is what Jonathan Marks, the Chief Business Officer of College and Global Marketplace for Elevate, is working on and thinking about every day.
Marks brings his entrepreneurs mindset to Elevate, which acquired his start up Dynamic Pricing Partners in 2021. It’s a perspective that’s in hot demand right now, because the old way of doing things clearly isn’t going to cut it anymore.
We go into that his start up’s acquisition, and his approach to this new college marketplace. We dive deeply into Elevate’s College Investment Initiative, a $500 million fund packed by private equity, which represents one of the first forays of that type of capital into college sports. And he provides some recommendations and insight into what athletic department administrators should be thinking about as they look to navigate the new financial market of college sports.
ABOUT THIS PODCAST
The Sports Business Conversations podcast is a production of ADC Partners, a sports marketing agency that specializes in creating, managing, and evaluating effective partnerships between brands and sports. All rights reserved.
YOUR HOST
Dave Almy brings over 30 years of sports marketing and sports business experience to his role as host of the "1-on-1: Sports Business Conversations" podcast. Dave is the co-Founder of ADC Partners.
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Mentioned in this episode:
ADC Partners: Your trusted college sports business partner
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