Across the college sports landscape, universities are scrambling to find new ways to bring in revenue. The evolving Name, Image, and Likeness (NIL) rules have forced a wave of innovation.
The recent House settlement means schools can now pay athletes. So, universities are getting creative to make up the difference.
Ohio State University stands out here. They’re offering experiences like stadium tours and a golf partnership that lets fans tee off from the upper deck of Ohio Stadium.
It’s a real shift in college sports culture. Both big and small schools are trying out new ideas to stay financially healthy.
Ohio State University Leads the Way
Ohio State’s pushing the envelope with fresh ways to generate cash. The university has started offering stadium tours for $41, giving fans a 90-minute guided behind-the-scenes look, including the locker room.
There’s also a new golf partnership coming up. Fans will soon be able to tee off from the upper deck of Ohio Stadium—definitely not your average day at the links.
Record-Breaking Sponsorship Deals and Merchandise Sales
Financially, Ohio State’s breaking records. Last year alone, they pulled in $44 million in gross sponsorships, and they’re expecting to top that this year.
On top of that, merchandise sales hit $260 million. Clearly, their out-of-the-box strategies are working.
Concerts and Events at Universities
Universities are also turning to big events and concerts to fill their stadiums. Country singer Zach Bryan’s tour just played at the University of Michigan, drawing an eye-popping 112,000 fans.
Notre Dame also hosted the tour, proving that these events can be a serious revenue engine for schools.
Coldplay’s World Tour
Coldplay kicked off the latest North American leg of their world tour at Stanford’s football stadium in May. It’s another sign of how universities are using their athletic facilities for much more than just sports.
Alcohol Sales and Premium Seating
There are other plays too, like alcohol sales and premium seating. The University of Nebraska just started selling alcohol at athletic facilities this year.
Athletic Director Troy Dannen thinks this could bring in up to $5 million a year, counting sponsored signage and branding.
Members-Only Lounge and End-Zone Premium Seating
Ohio State isn’t stopping there. In 2026, they’re planning a new members-only lounge and end-zone premium seating—another move to boost revenue while giving fans a more exclusive game-day experience.
Conclusion
The NIL landscape keeps shifting, and universities are hustling to keep up. They’re rolling out all sorts of new ideas to bring in more money.
Some schools are selling unique fan experiences. Others are throwing big events, or even offering premium seating and, yes, alcohol sales at games.
Ohio State seems to be ahead of the pack. They’re setting a pretty high bar for everyone else.
Curious about how universities are chasing new revenue? Check out the Sports Business Journal.
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