The Colorado Chamber recently hosted a Chair’s Roundtable with Rick George, Athletic Director for the University of Colorado, to discuss the shifting landscape of college sports and its impact on Colorado business. As college athletics experience changes like division realignments, the transfer portal, and NIL contracts, businesses are finding new ways to engage with universities and athletes.
Rick George emphasized the increasing commercialization of college sports, highlighting CU’s strong football viewership—ranked third in the nation last year—and the university’s billion-dollar economic impact on Denver and Boulder. These changes offer fresh opportunities for business partnerships, especially through NIL contracts, which are transforming how athletes build brands and attract sponsorships.
At the same time, George acknowledged the challenges these changes bring. High turnover rates due to the transfer portal create instability for teams, and concerns are rising about the impact on graduation rates as athletes frequently switch schools. Fair market value in NIL deals is another issue, as players negotiate compensation that could lead to uneven dynamics within teams.
CU is addressing these challenges by balancing athletic opportunities with academic support and ensuring NIL deals are fair and sustainable. By building strong relationships between universities, athletes and businesses, CU aims to navigate these complexities while continuing to drive economic growth in Colorado.
George also noted the importance of businesses remaining involved through both the highs and lows of athletic seasons, recognizing the consistent economic ties between universities and local industries. As college sports evolve, the connection between athletics and the business community will continue to strengthen, offering growth opportunities for Colorado businesses.