AddMoreAthletes

What Happened

The college sports landscape is facing a new era following the recent settlement of the anti-trust lawsuitHouse v. NCAA and the changing economy of college sports. Over the next few months and years there will be massive changes in college sports including the introduction of direct athlete compensation from schools and the continued evolution of NIL (Name, Image, Likeness). While much of what is happening in college sports is good for student-athletes, the one clear negative is the threat of roster and team reductions to Olympic sports. It doesn’t have to be that way.

This is a tipping point. A few voices can tip this in the right direction.

Brent Richard
CEO, IMG Academy

8M → 0.5M

There are approximately 8 million youth athletes vying for approximately 500,000 college roster spots.

92%

of families are considering college athletics*

52%

would consider playing in absence of a scholarship*

57%

expressed interest in a “varsity/JV-lite” model*

*Based on an internal survey completed by 769 families

Why colleges should add sports teams after NCAA / House settlement

College sports face a tipping point — one that impacts millions of future student-athletes. On the heels of the recent House v. NCAA settlement, universities must grapple with an evolving economic model for sports. The knee-jerk reaction too often is to consider reducing rosters and teams.

It doesn’t have to be this way.

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The strategic case for adding more college student-athletes and teams

The problem to solve: Higher education needs a new framework that upholds amateur sports' educational and community-building value, while celebrating and adjusting to a world where several sports (primarily football and basketball) in top collegiate athletic conferences are generating significant entertainment-driven revenue for universities. These are new and interesting opportunities and challenges for universities to solve; the problem emerges when conversations turn to cutting students and teams.

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The evolving value of a college roster spot

The House v. NCAA settlement changes college sports with $2.8B in payouts and future revenue sharing. Starting 2025, schools can share up to $20.5M/year with athletes. IMG Academy leads in preparing student-athletes through NIL education, financial literacy, and brand building, helping families navigate this new era with guidance and support.

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The future of college sports: One model for the few, one for the many

The first model is “One for the Few,” and it encompasses professional sports economics and self-funded, revenue-generating entertainment sports. The second is “One for the Many,” and it includes scalable and profitable models that rely on education revenue streams, primarily tuition, institutionally governed Olympic sports programs that expand access, and are sustainably funded by a blend of tuition-paying and scholarship student athletes.

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How it impacts you

Let’s not allow the business of entertaining adults to come at the cost of educating students through sports.

Brent Richard
CEO, IMG Academy

The value of a roster spot has increased exponentially with more opportunities for student-athletes to earn direct payments from schools and NIL. But with the financial pressures of the changes, universities are faced with pressure to maximize resources to traditional revenue sports – which could leave thousands of student-athletes in hundreds of programs facing cuts unnecessarily.

Take Action

At IMG Academy, we believe that increasing opportunities for all student-athletes is good for business and we have a plan – but we urgently need you to spread the word. Email your student-athlete or your alumni’s athletic director, university president and board of trustees and tell them that cutting opportunities for student-athletes isn’t acceptable.

Will universities add or subtract in this moment of generational change? Together, we have experience and relationships that – IF activated – can tip conversation. Let’s keep pushing and advocating on behalf of student-athletes everywhere.

Brent Richard
CEO, IMG Academy

1Email those in power

Contact state representatives, your alma mater, or any university president, athletic director, admissions department or others in power at a university.

Copy, Paste, Personalize, & Send

SUBJECT LINE: A Strategic Opportunity to Grow College Athletics #AddMoreAthletes

Dear [Insert Name],

I’m reaching out as someone who believes athletic opportunities change lives – and that youth athletes need a viable future. With college sports on the cusp of transformation, that belief has never been more urgent.

With the House v. NCAA settlement reshaping the college sports landscape, universities are facing pivotal decisions. Some may consider cutting programs or reducing rosters. But there’s another path: using this moment to add student-athletes, grow Olympic and non-revenue sports, and expand the role athletics can play in higher education. I wanted to share two resources that lay out this vision:

These pieces present a strategic and sustainable case for growth – one that mirrors elements of the IMG Academy model: holistic development, gender equity, operational efficiency, and a commitment to serving a wider range of athletes. In a survey completed by nearly 800 parents, some notable results:

  • 92% are considering college sports
  • 89% cited “development of life skills” as the top reason for sport participation
  • Only 3% cited “money, NIL and other direct financial benefits” as the top reason for sport participation
  • 57% would be interested in a “Varsity-lite”/JV-type program
  • 52% are not reliant on a scholarship to continue playing in college

If this perspective resonates with you, I encourage you to bring it into your circles among trustees, athletics departments, campus leadership, and others who help shape the future of college sports. So much of what’s changing in college athletics – NIL, revenue sharing, enhanced benefits – is good. But the one real threat is program and roster reduction. It doesn’t have to be that way.

Thank you for the role you play in advancing student-athlete opportunities. Let’s keep pushing toward a future that includes more athletes, not fewer.

Sincerely,
[Your Full Name]
[Optional: Graduation Year, Sport, Role]
#AddMoreAthletes

2Spread the Word

#AddMoreAthletes

Help share the message on your social media accounts - you can post your own story, why college sports matters to you or re-post from IMG Academy's official Instagram account. Make sure to include the call to action and a link back to this page.

Go here to download templates to post and suggested captions

3Sponsor a Student-Athlete

Help a student-athlete achieve their dream. Donate to the IMG Academy Foundation and give someone the chance to play at the collegiate level—an opportunity that may not be possible without your support in these times.

Visit Foundation

Frequently Asked Questions

What is the House v. NCAA lawsuit about?

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House v. NCAA is an antitrust case alleging the NCAA and its member schools illegally prevented student-athletes from earning money through their name, image, and likeness (NIL). The resulting settlement provides:

  • $2.8 billion in payments to former Division I athletes
  • A framework for schools to share revenue directly with student-athletes in the future

Will college athletes automatically get paid to play now?

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Possibly, but it depends on the school. Starting July 1, 2025, institutions can choose to distribute up to $20.5 million annually among their student-athletes, with that amount projected to rise about 4% per year.

  • Each school will determine how that money is divided
  • Football and basketball athletes are expected to get the biggest share
  • Other sports—such as swimming, softball, or track—may receive much smaller amounts, sometimes only a few hundred thousand dollars spread across an entire roster

Is this the final change, or will there be more adjustments?

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More changes are expected. This settlement is only a first step, and many specifics remain unsettled. Additional legal challenges are also likely:

  • The payment “cap” could be challenged in court if it's viewed as unreasonably restrictive
  • Families should be prepared for shifts in recruiting practices, roster management, and scholarship structures over the coming years

Who qualifies under this settlement?

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The agreement applies to all Division I student-athletes who:

  • Competed on or after June 15, 2020
  • Or will compete any time through June 5, 2035

This includes current middle school, high school, and postgraduate athletes who aim to play Division I sports.

Will every college be required to follow these new rules?

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  • Power 5 programs, along with Notre Dame, are obligated to adopt the new model
  • Other Division I schools have the choice to opt in
  • Division II and Division III programs are not yet included, though similar reforms could eventually reach those levels

What happens if a student-athlete lost their spot because of these changes?

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If a school reduced roster spots to prepare for the settlement:

  • It must offer those positions back to affected athletes
  • Those athletes will not count against the team's roster limits
  • Nonetheless, coaches still decide if a student-athlete fits their program and can choose who to keep on the team

What other changes are coming with this settlement?

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  • The NCAA will repeal 150 outdated rules to modernize benefits for athletes
  • Enforcement will be overseen by the new College Sports Commission
  • NILgo, a technology system, will help track and verify athlete payments, ensuring compliance. Third-party NIL deals over $600 will be reviewed, with arbitration available for any disputes.

Why is this settlement seen as such a major shift for college sports?

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This agreement represents a fundamental transformation in college athletics:

  • For the first time, schools will directly share revenues with athletes in a manner that resembles professional sports
  • It marks a departure from the traditional amateurism model the NCAA enforced for over a century
  • Alongside NIL rights and ongoing legal actions, it redefines what it means to be a student-athlete at the collegiate level

How might this settlement affect Olympic and non-revenue sports?

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While the full impact is still developing, there are key concerns:

  • Schools may significantly shift their resources. As they allocate up to $20.5 million annually in revenue sharing—most likely prioritizing football and basketball—other sports could see reduced institutional support.
  • Smaller or non-revenue sports might face cuts, with fewer scholarships, leaner rosters, or even program cancellations.
  • Opportunities in these sports may become more limited. Although all student-athletes are technically eligible for revenue sharing, the funds available to Olympic sports will likely be far lower than for marquee programs.
  • Title IX remains an important safeguard, requiring schools to maintain gender equity, but meeting those requirements while shifting resources could spark new legal and financial challenges.

How can I help maintain and expand opportunities for college athletes?

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If you’re a parent, athlete, coach, alumnus, or supporter of IMG Academy, you can help shape the future of college sports:

  • Advocate for student-athletes by encouraging more opportunities, particularly in Olympic and non-revenue sports, and help others see what’s at stake
  • Share this message with your network, especially with university leaders, athletic directors, coaches, or trustees. Helpful resources include:
  • Send a personalized letter or email to universities. We provide a template you can customize for your alma mater or any school you care about—an effective way to elevate this conversation with decision-makers.
  • Keep your advocacy constructive. While progress is being made on NIL rights and revenue sharing, it’s important to ensure these advances don’t lead to lost opportunities. Promote balanced, thoughtful solutions.
  • Leverage your voice. As someone connected to IMG Academy—a model many colleges look to emulate—your perspective carries real influence in this discussion.