Featured Post from Augusta University

Changes in college football continue to be driven by dollars (and sense?)

May 30, 2024

3 min

Richard Franza, PhD


The landscape of college sports, and particularly that of college football, has changed significantly in recent years. First, we have seen an almost constant realignment of collegiate athletic conferences, resulting in a few major mega-conferences, such as the SEC and ACC, Big  Ten and Big 12, and the disintegration of a former major conference, the Pac 12.



Most of the other changes related to the athletes, such as the ease with which student-athletes could transfer from one school to another and the ability for them to be paid for their name, image and likeness. All of these issues were potentially pointing to new business models in college sports, but within the last week, that landscape was shaken even further.


Last week, the NCAA and its five major conferences settled multiple lawsuits to pay past and present student-athletes a total of $2.8 billion. The settlement also laid the foundation for the payments of college athletes starting in fall 2025.


“The major unresolved questions are who will get paid and how much,” said Rick Franza, PhD, professor in the Hull College of Business at Augusta University. “If we ‘follow the money,’ we see that football and basketball (particularly men’s basketball) generate almost all of the revenues, and most of the revenues comes from major conferences. Therefore, most of the player payments are going to go to football and basketball, and given the size of the relative rosters, football teams will be much more costly.”


Franza added that the settlement will further exasperate the revenue and cost differences between major conferences and their smaller conferences as well as between football and the so-called Olympic sports which generate little, if any revenue.


It was always clear that from both a revenue and cost perspective, college football is very different from other sports. Revenues are much higher for the major conferences in football, and there is not the same extent of revenue sharing as there is in basketball due to the NCAA Tournament.


On the cost side, with the new realignment of the mega conferences and expanded geographic footprints, there is a significant increase in travel costs for the Olympic sports.


“While those expanded conferences were mainly driven by football revenues, they are also making all other sports more costly. Therefore, the time has come to separate football from other sports,” said Franza.


One solution was first proposed by Chip Kelly, former Oregon and UCLA head football coach and now Ohio State offensive coordinator. He proposed a 64-school football conference in which the members would share all revenues, including television, which would more easily cover the NIL, and player pay costs. In recent months, similar proposals have been made for a college football “Super League,” which would include up to 80 schools.


“This makes too much sense not to happen,” Franza said. “It allows the bigger football schools to share the plentiful available revenues while being able to pay the players what they will demand. At the same time, the other college sports would be able to revert to their traditional, geographical conferences and reduce travel costs driven up by the realigned mega- conferences.”


He added that two conferences, the SEC and Big Ten, the most successful under the current alignment, could delay the implementation. Franza also predicts that an agreement taking the first steps toward such a structure will be reached sometime in 2024.


“While it makes a lot of sense to go in this direction prior to the player settlement, it makes even more dollars and ‘sense’ now given the settlement,” said Franza. “While  the SEC and BigTen currently make more money than any other conference, I think they will see the light for what is best for the future of college football.”


Covering the business of sports and looking to know more? Then let us help.


Richard Franza, PhD, is available to speak with media about trending issues like inflation, small business and the economy – simply click on his icon now to arrange an interview today.

Connect with:
Richard Franza, PhD

Richard Franza, PhD

Faculty, James M. Hull College of Business

Dr. Richard M. Franza is a professor and former dean of the James M. Hull College of Business.

ManagementOperations ResearchEntreprenuershipIntentional LeadershipHigher Education Leadership
Powered by

You might also like...

Check out some other posts from Augusta University

Can a Mother's ZIP Code Shape a Baby's Future? featured image

2 min

Can a Mother's ZIP Code Shape a Baby's Future?

Where an expectant mother lives might reveal important clues about her baby's health before birth. According to a recent Augusta University Jagwire article, researchers at the Medical College of Georgia have found that mapping birth outcomes by ZIP code can help identify communities where mothers and newborns face greater health risks, providing valuable information for healthcare providers and public health officials. The two-part study out of the Department of Anesthesiology and Perioperative Medicine at the Medical College of Georgia at Augusta University, led by Mary Arthur, MD, explored the relationship between neighborhood characteristics and neonatal outcomes. By combining geographic mapping with maternal and infant health data, the researchers identified areas with higher rates of adverse birth outcomes and examined how factors such as access to prenatal care and other social determinants of health might contribute to those disparities. The findings suggest that geographic data can become a valuable tool for improving maternal and infant health. By identifying communities at greater risk, healthcare systems and policymakers can better target prenatal education, outreach programs and healthcare resources to support expectant mothers before complications arise. For journalists covering maternal health, healthcare disparities and public policy, Arthur offers valuable insight into how community-level data can help guide interventions that improve pregnancy outcomes and give more babies a healthier start in life. "The maps make it very easy to visualize those ZIP codes that link to poor neonatal outcomes. They're also helpful for planning strategic interventions to help the people who live in those particular areas in terms of making sure there are outreach programs for mothers in those areas to have access to prenatal care." Mary Arthur, MD To learn more about this important research and connect with Mary Arthur, contact AU's External Communications Team mediarelations@augusta.edu to arrange an interview today.

Can One Gene Change the Future of Heart Disease? featured image

2 min

Can One Gene Change the Future of Heart Disease?

Heart disease remains the world's leading cause of death, but researchers are continuing to uncover the genetic mechanisms that drive it. According to a recent Augusta University Jagwire article highlighting new research, scientists are investigating how a little-studied gene might influence the development of cardiovascular disease and whether it could become a future target for treatment. At the center of the research is Kunzhe Dong, PhD, an investigator at Augusta University's Immunology Center of Georgia, who is examining the role of the SH3BGRL2 gene in cardiovascular cells. While the gene has previously been associated with cancer biology, early findings suggest it might also play an important role in regulating how blood vessels respond to stress and injury. Understanding that relationship could reveal new biological pathways involved in heart disease and identify novel opportunities for precision medicine. The research aims to determine how changes in gene expression affect the function of cardiovascular cells and contribute to disease progression. By better understanding these molecular mechanisms, scientists hope to identify new therapeutic targets and improve the ability to prevent or treat cardiovascular disease before irreversible damage occurs. The work also reflects a broader shift toward precision medicine, where treatments are tailored to the underlying biology of each patient rather than relying solely on traditional risk factors. "This gene is well known in one field, but now we're seeing it's also important in cardiovascular cells." Kunzhe Dong, PhD To learn more about this research and connect with Kunzhe Dong, contact AU's External Communications Team mediarelations@augusta.edu to arrange an interview today.

Beyond the Chair: How AI Is Transforming Modern Dentistry featured image

2 min

Beyond the Chair: How AI Is Transforming Modern Dentistry

A recently published article from Augusta University’s Jagwire is highlighting how artificial intelligence is rapidly changing the future of dentistry not only in patient care, but also in education, research and clinical decision-making. The article features insights from Theodore Ravenel and third-year dental student Reid Loveless, who discuss both the opportunities and risks associated with AI integration in the profession. Ravenel explains how AI-powered tools are already assisting dentists with cavity detection, orthodontic planning, bone-loss analysis, and treatment forecasting, while also helping researchers process enormous amounts of clinical data more efficiently. He also emphasizes the importance of ethical safeguards, patient privacy and ensuring that AI tools are trained using diverse and accurate datasets. “It is really reshaping dentistry and how we practice dentistry.” Theodore Ravenel, DMD Loveless offers the perspective of a future clinician learning in an increasingly technology-driven environment. He describes how AI-supported educational tools developed by faculty such as Rafael Pacheco are helping students navigate complex patient scenarios, receive immediate feedback, and strengthen clinical reasoning skills. The article also highlights emerging technologies being used at the Dental College of Georgia, including virtual reality simulators and AI chatbots that provide students with real-time evaluations of dental procedures. Researchers such as Zoya Kurago are also leveraging AI to analyze large-scale datasets tied to cancer and oral disease research. Despite the excitement surrounding these advances, the article stresses that AI is intended to support, not replace, human clinicians. Empathy, communication and patient trust remain essential components of quality care. To learn more about how Augusta University is preparing future dental professionals for an AI-driven healthcare landscape, contact Rafael Pacheco at rapacheco@augusta.edu.

View all posts
Powered by