College Sports Cash In: Media Deals Skyrocket

College athletic programs are experiencing unprecedented financial growth, largely fueled by escalating media rights agreements for football and basketball. The Big 12 conference, for instance, recently finalized a six-year media rights extension that will provide an average of $380 million annually, nearly doubling its previous deal.

Looking ahead to 2026, the College Football Playoff is set to command an average of $1.3 billion per year through a new agreement with ESPN, more than double its current contract. Notre Dame's upcoming four-year deal with NBC will also see its annual earnings more than double to $50 million.

This influx of capital is attracting private equity interest. These investments could help fund the $2.78 billion class action settlement for athletes and the increasing revenue share schools now provide to current student-athletes. Projections estimate the NIL market alone will grow to $2.55 billion by 2026, indicating continued financial expansion in college sports.