Schedule at a Glance
In an effort to help you make your travel plans prior to the agenda being announced, we are posting the schedule for this year’s Intercollegiate Athletics Forum. Please note this is subject to change.
TUESDAY DECEMBER 8
WEDNESDAY DECEMBER 9
8:00 AM
SBJ Connect Breakfast
9:00 AM
SBJ Connect @ IAF
9:30 AM
Breakfast
10:15 AM
Opening Remarks
10:30 - 11:30 AM
General Sessions
11:50 AM
Lunch
12:50 PM
General Sessions
1:10 PM
MODULE SESSIONS
Game-Day Experience & On-Campus Revenue Optimization
Focus: Monetizing the full fan journey—not just the seat.
(4 ten-minute sessions)
2:10 PM
General Session (20-minutes)
2:30 - 3:30 PM
Reception
8:30 AM
Breakfast / Workshop
9:30 - 10:20 AM
General Sessions
10:40 AM
Break
11:10 AM
General Sessions
11:40 AM
Breakout Sessions
12:20 PM
Lunch
1:45 PM
Breakout Sessions
2:15 - 3:15 PM
General Sessions
3:45 PM
Closing Remarks / Conference Concludes
TUESDAY DECEMBER 8
8:00 AM
SBJ Connect Breakfast
9:00 AM
SBJ Connect @ IAF
9:30 AM
Breakfast
10:15 AM
Opening Remarks
10:30 - 11:30 AM
General Sessions
11:50 AM
Lunch
12:50 PM
General Sessions
1:10 PM
MODULE SESSIONS
Game-Day Experience & On-Campus Revenue Optimization
Focus: Monetizing the full fan journey—not just the seat.
(4 ten-minute sessions)
2:10 PM
General Session (20-minutes)
2:30 - 3:30 PM
Reception
WEDNESDAY DECEMBER 9
8:30 AM
Breakfast / Workshop
9:30 - 10:20 AM
General Sessions
10:40 AM
Break
11:10 AM
General Sessions
11:40 AM
Breakout Sessions
12:20 PM
Lunch
1:45 PM
Breakout Sessions
2:15 - 3:15 PM
General Sessions
3:45 PM
Closing Remarks / Conference Concludes
2026 AGENDA
TUESDAY, DECEMBER 8
7:15 AM
SBJ Connect: A Structured Networking
SBJ Connect: Structured Networking is a facilitated networking experience focused on:
- Connecting attendees through guided conversations and topic-driven discussions
- Sharing insights and exchanging ideas
- Building lasting professional relationships in a structured yet relaxed setting
Capacity is limited to 250. Admission will be granted to the first 250 who RSVP’d and check in.
8:00 AM
Main Breakfast
8:40 AM
Opening Remarks
8:50 AM
A Conversation on the New College Sports Landscape
College athletics is entering its first full chapter under the settlement era. Learfield CEO Cole Gahagan and College Sports Commission CEO Bryan Seeley examine how NIL oversight, revenue sharing, student athlete commercial opportunities, compliance, and athlete compensation are changing the operating model for institutions nationwide.
9:20 AM
State of the Game: A Conversation with NCAA President Charlie Baker
At a pivotal moment for college athletics, NCAA President Charlie Baker discusses the priorities shaping the association's future and the decisions that will influence governance, competitive balance, athlete compensation, and the long-term health of the collegiate model.
9:50 AM
The Arms Race for Revenue: How College Sports Is Rewriting the Business Playbook
Traditional revenue streams are no longer enough. Athletic departments are rethinking everything from sponsorship strategy and licensing to media monetization and commercial partnerships. Leaders from across the industry share where they're finding growth and where they're placing their biggest bets.
Josh Brooks, Athletic Director, University of Georgia
Tom Theodorakis, Athletic Director, Army West Point
Andrew Wheeler, Executive Vice President, Sports Properties, Learfield
Kevin White, Athletic Director, UNC Charlotte
Keli Zinn, Athletic Director, Rutgers University
10:30 AM
Leading Through Transformation: Commissioner Jim Phillips and the ACC’s Roadmap for the Future
Few leaders are navigating more complexity than conference commissioners. ACC Commissioner Jim Phillips offers a candid look at balancing institutional priorities, media value, governance reform, and competitive positioning in one of college sports' most consequential eras.
10:50 AM
From the NFL to Campus: Athletes First’s Scott Fitterer on the New Era of Team Building and GMs
The front office model that reshaped professional sports is rapidly finding its way to campus. Former NFL GM Scott Fitterer explains how roster management, analytics, personnel strategy, and the rise of general managers are redefining competitive success in college athletics.
11:10 AM
Industry Insight: Huntington Bank
11:30 AM
Lunch
12:50 PM
Inside the Big 12: A Conversation with Brett Yormark
Aggressive, entrepreneurial, and unafraid to challenge convention, Brett Yormark has become one of the most influential leaders in college athletics. He shares his perspective on conference growth, media opportunities, innovation, and the future direction of the Big 12.
1:10 PM
Game-Day Experience & On-Campus Revenue Optimization: Monetizing the full fan journey—not just the seat
Every touchpoint on game day influences both fan loyalty and financial performance. Through a series of rapid-fire presentations, leaders share practical approaches to increasing spending, enhancing hospitality, and creating more value across the fan experience.
1:10-1:20 PM
Tracy White, President, REVELxp
Rick Barakat, Deputy Athletic Director & Chief Revenue Officer, University of North Carolina
1:25-1:35 PM
Chance Miller, Athletic Director, Coastal Carolina University
1:40-1:50 PM
Joey Bailey, Deputy Athletic Director & Chief Operating Officer, Mississippi State University
1:55 PM
A Conversation on Leadership and Legacy with Bubba Cunningham
Over a career spanning decades of change, Bubba Cunningham helped shape both North Carolina athletics and the broader collegiate landscape. In this special conversation, he reflects on leadership lessons, defining moments, and the future of the industry he helped influence.
2:15 PM
From Capitol Hill to Campus: The Fight for the Future of College Sports (Note: this session is virtual)
A key architect of college sports legislation; and an original co-sponsor of the Protect College Sports Act, Senator Eric Schmitt (R-MO) examines the challenges facing today's athletics landscape and the reforms that could define its next era.
2:35 PM
Reception
Hosted by
3:30 PM
Reception Ends
4:30 PM
4:30-6:00 PM
National Football Foundation Awards Dinner Reception presented by Delta Air Lines
4:30-8:00 PM
National Football Foundation Silent Auction
6:30 PM
National Football Foundation Annual Awards Dinner
Bellagio Ballroom/Grand Ballroom, Bellagio Resort & Casino
There are three ways to purchase tickets to the 68th National Football Foundation Annual Awards Dinner on December 8, 2026:
- Purchase online through the event registration page: nffawardsdinner.org
- Contact Courtney Archer at carcher@footballfoundation.com.
- Call the NFF at 972-556-1000.
WEDNESDAY, DECEMBER 9
8:00 AM
Breakfast
8:45 AM
Opening Remarks
8:50 AM
College Sports at a Crossroads: The Challenges and Choices Ahead
The next several years may determine the structure of college athletics for decades to come. Industry leaders examine the key decisions confronting conferences and institutions and the consequences of the paths now being considered.
Pat Chun, Athletic Director, University of Washington
Nancy Hixson, Athletic Director, Air Force Academy
Tim Pernetti, Commissioner, The American Conference
Laird Veatch, Athletic Director, University of Missouri
9:30 AM
From the Office of the President
University presidents play a central role in some of the most significant decisions facing college sports. Hear how institutional leaders are weighing athletics investment, governance, academic priorities, and the changing economics of higher education.
Jere Morehead, President, University of Georgia
Pam Whitten, President, Indiana University
Moderator: Arianna Scavetti, Partner, Weil
10:10 AM
What Student-Athletes Want from the Next Era of College Sports
As the athlete experience continues to evolve, what matters most to today's competitors? Student-athletes share firsthand perspectives on compensation, wellbeing, career development, personal branding, and the expectations shaping the next generation.
Jahi McDonald, Track and Field, Wright State University
Emily Moon, Volleyball, Lamar University
10:40 AM
Building the Future: Inside Kansas’ Stadium & District Transformation
The University of Kansas is undertaking one of the most ambitious venue and mixed-use development projects in college athletics. Learn how leaders are approaching financing, stakeholder engagement, revenue generation, and long-term campus growth.
Douglas Girod, Chancellor, University of Kansas
Travis Goff, Athletic Director, University of Kansas
11:10 AM
Break
11:40 AM
Big Media. Bigger Opportunities.
The media landscape is fragmenting, consumer habits are shifting, and distribution models continue to evolve. Top executives discuss what these changes mean for conferences and institutions seeking to maximize visibility, value, and future revenue.
Jordan Bazant, Executive Vice President, FOX Sports
Nick Dawson, Senior Vice President, College Sports Programming & Acquisitions, ESPN
12:00 PM
Breakout Sessions
From Rights to Revenue: Driving Revenue through Digital Content and Storytelling
Content has become one of the most powerful tools for audience growth and commercial success. Learn how athletic departments are turning storytelling, social platforms, and digital innovation into stronger fan engagement and meaningful revenue opportunities.Panelists will examine leadership decisions, media rights partnerships, brand positioning, and the broader implications for conference government and institutional alignment.
Grant Jones, Head, Content, Learfield
Chris Kutz, Deputy Athletic Director, Boise State University
Alicia Longworth, Deputy Athletics Director & Chief Marketing Officer, University of Tennessee
Ticketing Strategy, Premium Seating & Hospitality: Driving Per-Capita Revenue and Long-Term Fan Value
The most successful programs are thinking beyond ticket sales. Explore how leading departments are optimizing inventory, pricing strategies, premium experiences, and hospitality offerings to maximize both revenue and lifetime fan value.
Brady Hart, Deputy Athletic Director & Chief Revenue Officer, University of Tennessee
Sean Penix, Senior Associate Athletic Director, Commercial Strategy, SMU Athletics
12:30 PM
From Transformation to Transition: A Conversation with Former Atlantic 10 Commissioner Bernadette McGlade
After guiding the Atlantic 10 through years of industry evolution, Bernadette McGlade reflects on leadership, change management, and the defining moments that reshaped both her conference and college athletics.
12:50 PM
Lunch
12:50 PM
Seminar - Invite Only
Hosted by
Adam Frank, Head of Wealth Planning and Advice, J.P. Morgan Wealth Management
Inquire to attend: gwoodley@sportsbusinessjournal.com
2:10 PM
Industry Insight: New Era
The Business of Headwear and Apparel: How Licensing, NIL and Brand Partnerships Are Reshaping College Sports
From campus bookstores to athlete-driven merchandise, explore how licensing, NIL opportunities, and brand partnerships are transforming college sports into a powerful retail and revenue-generating ecosystem.
Bruce Popko, President, New Era
Dave Zaleznick, General Manager, ’47 Brand
2:30 PM
Industry Insight: TKO
The Globalization of College Sports
With 14,000 Americans attending the Aer Lingus College Football Classic in Dublin and Notre Dame and Villanova headed to Rome for the Eternal City Tip-Off, On Location’s EVP John Anthony will explore what's fueling college sports' international growth, how to deliver successful international events and college hospitality experiences, and the opportunities created for student-athletes, universities, fans, alumni and host destinations.
2:50 PM
The New College Sports Order: Who Wins, Who Gets Left Behind?
As Division I realigns around new financial and governance realities, not every institution will emerge in the same position. Commissioners discuss the forces reshaping competitive advantage and what the next chapter may look like across the collegiate landscape
Keith Gill, Commissioner, Sun Belt Conference
Jon Steinbrecher, Commissioner, Mid-American Conference
3:20 PM
Session
3:40 PM
Is Private Capital the Future of College Athletics?
Outside investment is no longer a hypothetical discussion. As institutions explore private equity, strategic investors, and alternative funding structures, industry leaders assess the opportunities, tradeoffs, and long-term implications for collegiate sports.
Daniel Cassidy, Managing Director, Head, Loop Sports & Entertainment, Loop Capital
Andrew Lieber, Director, Inner Circle Sports
Drew Weatherford, Founding Partner, Weatherford Capital
4:10 PM
Running the Modern Athletics Enterprise: The AD as CEO
College athletics leaders are navigating unprecedented change. Learn how today’s ADs are leading like CEOs—driving strategy, managing complexity, strengthening culture, and positioning their departments for sustained success.
Beth Goetz, Athletic Director, University of Iowa
Candice Storey Lee, Athletic Director, Vanderbilt University
Steve Newmark, Athletic Director, University of North Carolina
Desireé Reed-Francois, Athletic Director, University of Arizona
4:50 PM
Closing Remarks
5:00 PM
