Charting a Bold Future: How College Sports Can Lead the Way to Innovation and Success

By Wes French, General Manager of Teamworks Personnel

As a former high school football coach and a fan of college sports, I’ve seen a lot of changes in this field. It’s great to see student-athletes gaining financial benefits from their skills. But these changes have also altered the game in significant ways, both good and bad.

At Teamworks, a sports tech company, I’ve watched how Name, Image, and Likeness (NIL) deals, the House settlement, and upcoming policies about cap management are shaking things up. Schools and athletic departments are rapidly trying to adapt by hiring more staff and putting in place new processes.

My years in technology show that early decisions can shape the future of an entire industry. Take the NFL, for example. In the 1970s, it thrived with groundbreaking TV deals and strong athlete branding. This success came from the league creating its own unique way forward, not by copying others. They needed innovative and bold strategies tailored to their specific challenges.

Now, college sports leaders face a similar challenge. They need to tackle the complexities of NIL to create a lasting future. There is no simple solution ahead. The way forward demands bold and specific choices that address the realities of college athletics.

College sports are unique. They mix academic support, rules compliance, athlete welfare, and compensation all in one space. Unlike professional leagues with a single salary cap, colleges manage hundreds of athletes across various sports, each in different parts of their seasons. There are multiple stakeholders involved: athletes, families, agents, universities, the NCAA, conferences, and brands, which adds to the complexity.

Further complicating matters, college sports is not as developed as professional leagues. While the NFL has decades of experience with salary cap systems and best practices, college athletics is still figuring things out. This means collegiate sports must create solutions suited for their unique circumstances and for young athletes still in their academic journey.

In this push for professionalization, we must remember two key points: these athletes are still young, and their education matters. I know this well from my past as a teacher and coach. I aimed to guide my players to be responsible and to grow into strong individuals. Most college athletes won’t go pro, and the skills they learn now will serve them throughout their lives.

At Teamworks, we’ve heard from many athletic administrators and coaches who share this vision. They focus on not just helping athletes earn money today but also preparing them for life after college. Every policy and technology introduced in this field should support the development of student-athletes as individuals.

This unique mission is what sets college sports apart. It’s not solely about winning titles; it’s about shaping character and readying young people for life’s challenges. Every role created and each policy implemented should serve this larger purpose.

When creating solutions for collegiate athletics, it’s vital to balance the immediate needs with future innovations. Here are five key principles to guide us through these changes:

1. Unified Systems for Efficiency: Integrating systems for recruiting, compliance, athlete payments, and roster management will eliminate silos and enhance clarity for all stakeholders.
2. Iterative Problem Solving: Colleges and conferences face various pressing issues. Addressing the most urgent needs first creates a solid base for ongoing growth.
3. Built-In Flexibility: Each institution has its own way of operating, so solutions must adapt to their specific practices and changing circumstances.
4. Athlete-Centered Design: Solutions should prioritize the development of student-athletes, from financial literacy to clear evaluations of their opportunities.
5. Clarity Through Data: In an often confusing landscape, data-driven choices are crucial. Clear analytics enable stakeholders to make informed decisions about everything from rosters to finances.

These principles aren’t just ideals; they are essential for institutions facing today’s challenges. By adopting these values, schools and conferences can meet current demands while laying the groundwork for lasting success.

As college sports evolve, innovation isn’t optional—it’s essential. Custom solutions to manage athlete earnings and other financial aspects will ensure compliance and uphold the foundations of athletic programs across the nation.

Universities that prioritize tailored solutions today can successfully support their student-athletes while balancing academics and athletics. By recognizing that conventional solutions for professional teams won’t fit, athletic departments can thrive in this transformative time.

It’s time to build something enduring.