Marketing Dive’s Sara Karlovitch observes that Modelo is expanding its college football footprint with an 18% YoY increase in media investment behind its new "It’s Not Just Game Day. It’s Tradition." platform. The brand, which serves as the official beer sponsor of the College Football Playoff, is launching activations across ESPN, Fox's "Big Noon Kickoff," and Barstool Sports, while partnering with apparel brand Homefield for co-branded merchandise to defend its status as the top-selling U.S. beer by dollar sales against volume leader Michelob Ultra. The campaign arrives after Modelo Especial depletions dropped 2% in the fiscal quarter ending June 30, contributing to a 0.3% overall depletion decline for Constellation Brands. Constellation President and CEO Nicholas Fink signaled that the company sees significant runway to grow the brand's consumer base: "Unaided awareness is remarkably low." (link)

The NFL's $6.26B television advertising market continues to widen its pricing lead over entertainment programming, as Sportico’s Anthony Crupi reports 30-second ad units for NBC's Sunday Night Football averaged $1.07M in the recent upfronts while CBS's 4:25 p.m. showcase fetched $965K. Over the past decade, average entertainment broadcast ad costs dropped 69% to $52K per unit, while the average in-game NFL commercial rose 25% to $700K. However, upfront pricing growth slowed to between 1% and 2% this cycle—down from 5% to 6% last year—driven by expectations of flat audience numbers and ongoing scrutiny of Nielsen's Big Data + Panel co-viewing methodology. NFL SVP of Data and Analytics Paul Ballew outlined the league's ongoing analysis of the measurement changes: "From our initial impact, it looks like a negative for sports; on the other side, co-viewing or partial co-viewing implementation is a positive. So, we’re going to have to continue to spend some time pulling this apart and making sense of it." (link)

Nashville and master developer Fallon have broken ground on a 30-acre district surrounding the Tennessee Titans' new $2.2B Nissan Stadium, prioritizing affordable housing ahead of traditional commercial entertainment spaces, according to The Wall Street Journal's Peter Grant, who notes the “city needs more housing to keep pace with soaring demand. Average asking rents in the Nashville metropolitan area are $1,715 a month, more than 14% higher than in the fourth quarter of 2020, according to CoStar. Nashville will need 90,000 new housing units over the next decade to keep pace with growth—well beyond the roughly 70,000 homes zoning rules would allow during that period, according to a 2025 Nashville Planning Department study.”  Supported by a $1.26B public subsidy, construction began on Eastpoint Flats—a 323-unit apartment complex reserved for renters making 80% or less of the area median income, alongside 20K square feet of retail and a daycare center. Subsequent phases for the site will introduce a 600-room hotel, 380 market-rate apartments, and 100,000 square feet of retail and dining ahead of hosting Super Bowl LXIV in 2030. Fallon CEO Michael Fallon noted the contract binds the firm to completion timelines and a 99-year affordability guarantee: "You have a defined period of time by which we must meet milestones—if not, then our development rights become at risk." (link)

The New York Yankees drew a sellout crowd for a midweek September game against the Colorado Rockies after launching a Bandai Naruto trading card giveaway. SBJ’s Mike Mazzeo notes the team originally planned an 18K-unit promotion before online interest prompted an increase to 40K cards, sparking an additional 10K to 15K ticket sales within days. Resale values for the promotional cards reached $200 to $1,000 on eBay, prompting secondary market buyers to offer $100 or more in cash to fans inside Yankee Stadium. The Yankees consulted with the Los Angeles Dodgers—who hosted a similar "One Piece" card promotion in July—to help navigate production and logistical timelines for the theme night. Yankees SVP of Strategic Ventures Marty Greenspun on how social media interest transformed the scope of the promotion: "Influencers in the card and anime industry posted about it, and all of a sudden the thing exploded. We saw another 10K to 15K tickets sold within days. ... So we knew we were on the right track to go to 40K units. And the rest is history." (link)

More from Mazzeo as he reports on Major League Baseball franchises experiencing on-field slumps are deploying value-added incentives, promotional theme nights, and venue upgrades to protect ticket pricing power while maintaining stadium attendance. To combat a 47-66 record despite carrying a $345M payroll, the New York Mets attached a $10 food, beverage, and merchandise credit to every ticket, driving a 70% credit usage rate during a recent homestand while sustaining an average attendance of 34,302 (down from 39,775 last season). Elsewhere, the Minnesota Twins introduced a season-ticket renewal credit program capped at $2,000 that yielded a 13% year-over-year lift in member usage, while the Toronto Blue Jays leveraged a $300M renovation of Rogers Centre to rank fourth in MLB attendance at 41,055 and boost Q2 sports and media revenue by 13% (~$100M CAD). Mets President of Business Operations Lew Sherr on how value-add perks preserve fan goodwill without discounting ticket inventory: "The reaction from the public has been exactly as we had hoped, which is, ‘Hey, say what you want about the way the season has played out, the Mets have done something right here and rewarded their fans and their loyalty.’ And that’s helped, I think, buoy attendance, though the original motivation was a gesture to our supporters during what has admittedly been a tough year.” (link)

Houston Texans Senior Content Manager Chris Schnabel explains the team’s 2026 original programming lineup, noting that “this season, we're continuing to push beyond what fans see on the football field and build a broader entertainment experience around the people, personalities and stories that make this organization and the city of Houston special. From original podcasts and behind-the-scenes storytelling to player-driven series, live music, community conversations and a 25th Season docuseries, this lineup represents a major commitment to creating content that gives fans new ways to connect with the team all year long.” Clemson Ventures VP of Original Content Kevin Richardson contextualizes, noting that teams are now doing their own upfronts. (link)

Manchester United have inked a new jersey sleeve sponsorship deal with fintech firm SumUp. The Manchester Evening News’ Steven Railston reports that “United's previous sleeve sponsorship agreement with DXC Technology, which was worth around £20M per season, expired in the summer. While United sources have not confirmed the value of SumUp's new deal, it's understood to be worth more than the DXC Technology agreement.” (link)

Liverpool have signed a new five-year partnership with Turkish Airlines as the new front-of-jersey sponsor. The Liverpool Echo’s Ian Doyle reports the “agreement represents the first change in the club's main partner in 17 years and is believed it could be worth in excess of £60M a year, with the airline’s branding appearing on the front of the men’s, women’s and Academy match shirts from the start of the 2027/28 campaign.” The current deal with Standard Chartered signed in July 2022 is thought to be worth around £50M a year. (link)

The Columbus Blue Jackets announced an expanded agreement with Bread Financial that will move the company’s branding from the home helmet position to the team’s jerseys, starting with the upcoming 2026-27 season. A Blue Jackets representative says the agreement runs through the 2030-31 season. Financial details were not disclosed. (link)

Bologna FC wants all the babies in the city. Through the Serie A team’s From the Beginning program, all infants born within the municipality receive a free infant kit as I Rossoblù looks to literally build a bond with fans from Day 1. Gameday Grails notes challenges brands to find their own maternity ward moments and advises making sure it’s something physical rather than, for instance, a discount code, and ensuring the partnership is local. “You don’t want these kids looking like NASCAR sponsorships over here, so let’s keep it simple.” (link)

Resale ticket prices at the US Open have reached record highs, driving corporate sponsors to expand activation efforts outside the Billie Jean King National Tennis Center to reach fans unable to attend in person, according to Marketing Brew’s Alyssa Meyers, who reports brands such as Grey Goose, Lavazza, and Oura are launching off-site retail partnerships, local venue pop-ups, and out-of-home campaigns with stars like Coco Gauff and Taylor Fritz. To engage consumers and prospective corporate clients away from the courts, IBM hosted a four-day fan experience in Madison Square Park after attracting more than 500K visitors to a similar setup last year. IBM Chief Brand and Communications Officer Sarah Meron explained how the firm evaluates the return on its off-site event investments: "It’s not how many people walk by; it’s how many people we can influence in terms of perception and understanding of IBM. It’s one thing to just put up an activation and have it sit in a park or sit on a sidewalk, and people walk by. I don’t know how much value that has to a brand like ours…If people won’t line up to do it, you won’t see it from us again." (link)

Meanwhile, Business of Speed publisher Vincenzo Landino notes the USTA approved nearly 100 official creator credentials for the US Open—up from 54 in 2025—despite recent spectator disruptions during a Naomi Osaka match and calls from star players to establish clearer etiquette. While the 2025 creator cohort drove 5.5M social engagements and overall tournament channel interactions reached 3.1B (up from 2.3B in 2024), Landino argues sports properties frequently confuse raw reach with commercial intent. Effective activations require clear brief guidelines and direct product alignment, as demonstrated by Grey Goose selling over 700K Honey Deuce cocktails at $23 each for $17M in revenue at the 2025 event. Landino emphasizes that event hosts must establish strict behavioral expectations and target relevant buyer demographics rather than chasing follower counts: "If you control the guest list, access, the brief, and measurement, you own the outcome. You’ve built an incentive system that rewards creators for showing where they are instead of explaining why anyone should care. You can rebuild it around expertise, audience fit, and work that serves a commercial purpose. If you’re signing off on the list, you don’t get to blame the platform afterward." (link)

Marketers are increasingly deploying "ghost creators"—actors or small-audience influencers operating under pseudonyms—to produce cost-effective, hyper-specific user-generated content. Companies like Virelox utilize this creators-as-a-service model to bypass platform AI restrictions, producing 2,500 organic videos weekly across 106 YouTube accounts. Project funding firm THE QUEST similarly manages a farm of 60 TikTok accounts using content operators who focus on execution over personal audience building. The strategy provides brands with scalable, authentic-feeling content at a fraction of the cost of traditional influencer marketing, though the anonymized model risks diminishing core creator credibility. Props Media Platform CEO Joseph Perello explains the shift away from prioritizing raw follower counts in favor of targeted paid media: "We’re seeing brands question what I’d call the followers fallacy: the assumption that a creator’s value is primarily the size of the audience they bring with them. A creator can be highly credible and persuasive without having millions of followers. Those are two different assets – credibility and distribution – and brands no longer need to buy them as a bundle." (link) 

Bits & Bites…
➤ SMU Senior Assoc. AD of Brand Advancement and Strategic Communications Clark Williams notes that “in an AI era, our creative team went the other direction. For every home football game this season, the team is putting brush to canvas and creating an original piece.” Have a look at the first piece featuring QB Kevin Jennings titled K7NG OF DALLAS as depicted by Mustangs Photography GA Aly Bayliss. (link)
➤ Minnesota Football has adopted Norway’s “row chant” made popular at this summer’s World Cup. Have a look. (link) 
➤ The Portland Fire unveiled its new mascot, a glitter-breathing dragon named Rose, as part of a multi-stage brand rollout for the revived WNBA franchise. (link)
➤ Your fan base gets 30 seconds. If they get the big inflatable hot dog in the big inflatable bun, they get free hot dogs. Can they do it? If you’re the Kansas City Royals, the answer is yes! Check it out. (link)

Interested in advertising a job opening in CRO.ticker on CollegeSports.jobs? Submit your position here.

(Posted from most recent over the last 15 days)

(NEW!) Assistant Director - Licensing (University Athletic Association, Inc. at the University of Florida / Gainesville, FL): Assist in daily operation of Licensing department. Approve/promote correct use of logos/images/trademarks on retail and internal merchandise. Build relationships with licensing partners. More details HERE.

(NEW!) Assistant Director, Athletics Communication (University of Illinois / Champaign/Urbana, IL): Lead and execute all communications and social media strategies and coordinate media coverage for assigned sports. More details HERE.

(NEW!) Assistant Director, Revenue Enhancement (Kennesaw State University / Kennesaw, GA): Supports revenue growth for KSU Athletics by driving ticket sales, fundraising, partnerships, and events while building donor and alumni relationships to increase support and achieve strategic goals. More details HERE.

(NEW!) Assistant Director, Bronco Productions (Boise State University / Boise, ID): Requires experience shooting/editing cinematic & creative content for D1 athletic social media channels & in-venue publication. Act as sport contact for multiple teams while working within a team. More details HERE.

(NEW!) Assistant Athletic Director, Annual Giving and Premium Seating (University of Colorado – Boulder / Boulder, CO): This position and its team are tasked with stewarding donors, engaging alumni and other constituents, promoting the reputation of the CU Athletics, and increasing overall donor support for CU Boulder. More details HERE.

(NEW!) Director of Annual Giving (HR Title: Mngr, Athletics Development) - (DEA00000507) (Southern Methodist University – SMU / Dallas, TX): The Director of Annual Giving leads and executes SMU Athletics annual giving programs and serves as the lead annual giving officer for the Mustang Club. More details HERE.

(NEW!) Associate AD for Development (HR title: Director of Strategic Development) - (DEA00000505) (Southern Methodist University – SMU / Dallas, TX): The Associate AD for Development provides strategic leadership for SMU Athletics major and principal gift fundraising. More details HERE.

(NEW!) Assistant or Associate Athletic Director, Business Operations/SWA (Sacred Heart University / Fairfield, CT): Provides operational leadership for Athletics' business functions. Oversees financial management, budgeting, purchasing, contracts, revenue and expense tracking to ensure fiscal responsibility. More details HERE.

(NEW!) Assistant Director of Creative Services (Revenue and Supportive Content) (University of San Diego / San Diego, CA): The Assistant Director of Creative Services (Revenue Content) serves as the department's primary creative producer focused on revenue-generating initiatives. More details HERE.

(NEW!) Assistant Director for Business Services (University of Connecticut / Storrs Mansfield, CT): The University of Connecticut is seeking applications for the full-time position of Assistant Director for Business Services. More details HERE.

(NEW!) Sr. Manager, Engagement (Hurricane Club) (University of Miami / Miami, FL): The Senior Manager, Engagement of Hurricane Club collaborates on the strategy, operations, donor engagement, and member experience for the Hurricane Club. More details HERE.

(NEW!) Manager, Digital Strategy (University of Miami) (Legends / Coral Gables, FL): Lead the creation and management of highly effective digital campaigns for assigned sport(s) and channels with the goal of enhancing brand awareness, increasing engagement and driving revenue. More details HERE.

(NEW!) Assistant Director/Associate Director - Athletic Communications (Auburn University / Auburn, AL): Amplify Auburn Athletics through impactful storytelling, media relations, and communications strategies that spotlight student-athletes and program success. More details HERE.

(NEW!) Assistant Athletic Director, Development (Butler University / Indianapolis, IN): The Assistant Athletic Director/Development position will serve as a gift officer on behalf of the Athletic Department. More details HERE.

(NEW!) Assistant Director, Sports Communications (Boise State University / Boise, ID): The ideal candidate will have experience managing sports information for softball/ volleyball programs & a demonstrated ability to prepare student-athletes for media appearances & press opportunities. More details HERE.

(NEW!) Director / Digital Marketing & Revenue (Virginia Tech / Blacksburg, VA): Oversee digital initiatives that drive ticket sales, retention, fan engagement, donor engagement and other revenue-generating opportunities across Virginia Tech Athletics. More details HERE.

(NEW!) Assistant Director, Marketing (University of Texas – Austin / Austin, TX): An essential member of the external affairs staff with an emphasis on coordination of tasks necessary to support the fan experience, promotional activities and sponsor integration for assigned sports. More details HERE.

(NEW!) Director of Athletics (Campbell University / Buies Creek, NC): Lead a growing NCAA Division I athletics program in the CAA, advancing competitive excellence, student-athlete success and community impact in North Carolina's Research Triangle. More details HERE What would it cost to move to Buies Creek? Click HERE.

(NEW!) Assistant Director of Motion Graphics - Creative Services (University Athletic Association, Inc. at the University of Florida / Gainesville, FL): Lead the creative direction, design, and production of high-impact motion graphics and animated video board content. More details HERE.

(NEW!) Assistant Athletic Director, Revenue Generation (Southern Methodist University – SMU / Dallas, TX): Lead SMU Athletics' revenue generation team, driving ticket sales, donor growth, and premium seating strategies while maximizing fan engagement and revenue. More details HERE.

(NEW!) Associate VP & Chief Commercial Officer/Chief Revenue Officer (Ohio State University / Columbus, OH): Responsible for developing and executing a comprehensive revenue growth strategy for the Department of Athletics and Buckeye Enterprises at The Ohio State University. More details HERE.

Assistant Director, Strategic Communications (University of Nevada – Reno / Reno, NV): Responsible for the Intercollegiate Athletics Department's publicity and external communications efforts through the department's media services and video efforts, as well as its official website. More details HERE.

Fulfillment Manager (Corporate Sponsorships) (University of Denver / Denver, CO): The Fulfillment Manager is responsible for the activation, execution, and relationship management of every corporate partnership at University of Denver Athletics. More details HERE.

Sports Media Content Specialist (University of Texas – Arlington / Arlington, TX): Creates digital content for UTA Athletics social media, recruiting, marketing and promotions, including video, photography and graphics, while supporting assigned sports and following brand standards. More details HERE.

Assistant Director, Strategic Communications (University of Central Florida / Orlando, FL): UCFAA at the University of Central Florida, an NCAA Division I institution and Big XII Conference member, is seeking applications for the position of Assistant Director, Strategic Communications. More details HERE.

Director, Business Office (Spartan Ventures / East Lansing, MI): This role, in conjunction with the Spartan Ventures CFO, will manage all financial activity related to the organization and contribute directly to the success of Michigan State University Athletics. More details HERE.

Director, Creative Video (Stanford University / Stanford, CA): Research, prepare and produce digital media for instruction, promotional programs, location and studio programs, live video conferences and webcasts, live-on-tape studio, etc. More details HERE.

Manager, Financial Planning and Analytics (University of Texas – Austin / Austin, TX): This position will serve as a point-of-contact for financial planning and internal control functions within the Department of Athletics. More details HERE.

Director of UNH Wildcat Productions (University of New Hampshire / Durham, NH): Position is responsible for leading all aspects of live event production, video board operations, digital broadcasts, and fan engagement programming for UNH Athletics and select university events. More details HERE.

Visual Media Producer (Ohio State University / Columbus, OH): Responsible for all aspects of operation and preparation for the department video boards; including athletics events and non-athletics events. More details HERE.

Director of Athletics Budget and Finance (Syracuse University / Syracuse, NY): The Director of Athletics Budget and Finance oversees the comprehensive stewardship, fiscal integrity, and business operations of the athletic department. More details HERE.

Director, Annual Giving (University of Arizona / Tucson, AZ): Drive donor engagement and strengthen relationships through Arizona Athletics' annual giving program, helping build lasting connections and philanthropic support. More details HERE.

Associate Director, Graphic Design (Texas Tech University / Lubbock, TX): Plan and develop daily business functions for various departments within the athletic organization. More details HERE.

Account Executive, Ticket Sales (Texas Tech University / Lubbock, TX): Responsible for providing effective customer service for all internal and external customers by using excellent, in-depth knowledge of products and programs as well as communicating effectively. More details HERE.

Assistant Director, Ticket Operations (University of Washington / Seattle, WA): The Washington Athletics Ticket Office has an outstanding opportunity for an Assistant Director of Ticket Operations to join their team. More details HERE.

Assistant Director of Development (United States Air Force Academy / Colorado Springs, CO): Seeking an Assist Director/Development to further philanthropic support for AFA. Will report to the Assist AD of Development. Assist with the strategic execution, management of giving program. More details HERE.

Director of Development (United States Air Force Academy / Colorado Springs, CO): Air Force Academy Athletic Corporation seeks a Director of Development to further the philanthropic support for AFA. This position reports to the Associate AD Development as leadership giving officer. More details HERE.

Broadcast Engineer (University of Georgia / Athens, GA): Serve as the primary on-site engineer for UGA Athletics originated broadcasts, SEC Network broadcasts, and video board shows. More details HERE.

Jamie and Ellen Pollard Endowed Cyclone Director of Athletics (Iowa State University / Ames, IA): Iowa State seeks a visionary, strategic leader to serve as its next Director of Athletics and build upon a proud tradition of innovation and competitive excellence. More details HERE What would it cost to move to Ames? Click HERE. The D1.dossier for this position is HERE.

Senior Director/Director, Game Presentation - Marketing & Promotions (University Athletic Association, Inc. at the University of Florida / Gainesville, FL): Lead the strategic vision and planning of the in-venue entertainment experience for assigned sports. Responsible for end-to-end production leadership and execution of live game presentation elements. More details HERE.

Assistant Athletic Director for Media Relations (Texas A&M University – Corpus Christi / Corpus Christi, TX): The Assistant AD for Media Relations and is responsible for all public-facing external communications, media relations, and information in support of Texas A&M University-Corpus Christi Athletics. More details HERE.

Director of Development I, Athletics (Oregon State University Foundation / Corvallis, OR): Serve as a development officer within the division of Athletics and work closely with athletics development and university leadership to advance the philanthropic priorities of the division. More details HERE.

Assistant AD Development (University of Kansas / Lawrence, KS): The Assistant AD – Development generates philanthropic support for Kansas Athletics, focusing on major gifts of $50K+ and managing 100+ leadership and annual gift donors. More details HERE.

Director of Marketing & Fan Engagement (College of Charleston / Charleston, SC): Lead marketing, fan engagement, and game presentation for Men's Basketball and assigned sports driving attendance, ticket sales, and an exceptional fan experience through campaigns and events. More details HERE.

Chief Revenue / Chief Marketing Officer (Atlantic 10 Conference / Washington, DC): Provide strategic leadership by identifying and developing new commercial opportunities, generating revenue, strengthening the A10 brand, growing audiences and building corporate partnerships. More details HERE.

Assistant Director or Director of Business Procurement & Operations (University of Arkansas / Fayetteville, AR): The role supports the financial and operational functions of the Athletic Business Office. More details HERE.

Associate Director of Development - East Coast Region (University of Michigan / Ann Arbor, MI): The Associate Director of Development, East Coast Region, secures major and planned gifts of $100,000+ by managing a portfolio of 200+ prospects and donors that live in a defined territory. More details HERE.

Assistant Athletic Director, Foundation Accounting (University of Memphis / Memphis, TN): Serve as a key member of the Memphis Athletic Foundation's team, overseeing day-to-day financials and helps to ensure the effective stewardship of Foundation resources. More details HERE.

Asst Athletics Director for Annual Giving (University of Richmond / Richmond, VA): The Assistant Athletics Director for Annual Giving is responsible for the overall management and strategic planning of athletics annual giving. More details HERE.

Director of Ticket and Revenue Generation (Oklahoma State University / Stillwater, OK): Drive ticket revenue and fan engagement across all ticketed sports. Lead season, group and student ticket sales, retention strategies and a sales driven culture focused on exceptional service. More details HERE.

Assistant Director of Media Relations - Athletics (East Carolina University / Greenville, NC): The primary responsibility of this position is to assist in promoting and publicizing the intercollegiate athletics program at East Carolina University. More details HERE.

Creative Media Specialist (University of Nebraska / Lincoln, NE): Create visual content that will be used for both print and digital applications. University of Nebraska ranked among the best places to work in the state and the nation! More details HERE.

Vice President - Human Resources (Atlantic Coast Conference / Charlotte, NC): Serve as the senior HR professional leading and overseeing the human resources function, including HR practices, policies, procedures, systems, and all employee-related matters. More details HERE.

Associate Director, #Content Engagement (University of Central Florida / Orlando, FL): This position assists in the management of the overall #Content unit within UCF, Conference, and NCAA rules and regulations. More details HERE.

Associate Director of Creative Video (Mississippi State University / Starkville, MS): This position oversees Mississippi State Men's Basketball video content to enhance branding, recruiting, social media, and fan engagement. Support Volleyball and other initiatives as needed. More details HERE.

Director of Athletics (Western Michigan University / Kalamazoo, MI): Western Michigan University seeks a strategic Director of Athletics to lead a Division I program, drive competitive success, enhance revenue growth, and champion student-athlete achievement. More details HERE What would it cost to move to Kalamazoo? Click HERE.

Sr Director/Director of Intercollegiate Athletics Strategic Communications (Penn State / University Park, PA): Penn State Intercollegiate Athletics is seeking a highly qualified candidate to fill the position of Director or Sr. Director of Intercollegiate Athletics Strategic Communications. More details HERE.

Associate Director of Video Services (James Madison University / Harrisonburg, VA): James Madison University's Athletics Department is accepting applications for an Associate Director of Video Services to join the Creative Services team. More details HERE.

Athletics Business Manager (Augusta University / Augusta, GA): The Athletics Business Manager (Business Manager 1) position manages all matters of financial reporting, budgeting, contracts, and collection of funds for the Athletic Department. (DII) More details HERE.

Assistant Director of Creative Content (University of Richmond / Richmond, VA): The Assistant Director of Creative Content coordinates all creative content activities relevant to his/her assigned sports, including videography, photography, and graphic design. More details HERE.