Mike Anthony: UConn Athletics Navigates Revenue-Sharing Era

UConn Athletics: A New Era of Revenue and Competition

College athletics is often compared to any other significant investment — you get what you pay for. This sentiment has never been more relevant than in today’s landscape, where the pressure to maintain competitiveness is at an all-time high. UConn athletic director David Benedict emphasized this during a recent conversation, highlighting the need for collective effort to sustain success in an evolving environment.

“There's never been a time where we have to be leveraging any and all opportunities to generate support for our programs — if we want to maintain,” Benedict said. “If it's truly important to our university, to the state, to our fans, to alums — if it's really, critically, important to everybody that we remain competitive in this new environment — it's going to take us all working together.”

Record Fundraising and Revenue Growth

UConn’s athletic department set an all-time fundraising record in Fiscal Year 2025 and is on track to achieve another record in FY26. The department generated $62.7 million in self-generated revenue during FY24, followed by $59.7 million in FY25, with projections of an additional $21.5 million for FY26, bringing the total to $81.2 million. These figures reflect a growing trend of financial success, with the department already raising $50.9 million as of July 14 — significantly higher than the $29 million raised in FY24.

Benedict attributes this growth to years of strategic planning and investment. “This didn’t just happen because of last year,” he said. “It happened because of things we've been doing the past four or five years. What we're doing in fundraising, how we're staffing, what we're doing in tickets, what we're doing in our sports. The hiring of Coach Jim Mora, the hiring of Dan Hurley, the retention of coaches along the way. All the stuff we've invested in and made very difficult decisions about, well, guess what? We're very fortunate to be going into this new era in the situation we're in.”

The Impact of the House v. NCAA Settlement

The recent House v. NCAA settlement has ushered in a new era of revenue sharing, allowing institutions to directly compensate student-athletes for the use of their name, image, and likeness. This shift has eliminated the last remnants of amateurism in college sports, enabling athletes to be paid, with most likely to receive compensation.

UConn plans to distribute over $18 million to its athletes initially, with the potential to reach the maximum allowable under the agreement — $20.5 million in the first year, with a projected 4% annual increase. Benedict and his team are currently finalizing the administrative details, acknowledging the complexity of the process.

Financial Challenges and Strategic Investments

Despite the impressive revenue growth, UConn athletics still faces financial challenges. The department continues to rely on university subsidies, receiving $31.7 million in 2024 and $30.2 million in 2023. While these figures are decreasing, they remain a significant portion of the budget. With the cost of doing business rising, the pressure to generate more revenue intensifies.

Athletics is now generating enough money to rival power conference teams, despite not having access to their TV revenue. UConn’s basketball programs, led by Geno Auriemma and Dan Hurley, along with a competitive football program under Jim Mora, have elevated the university’s national profile. The success of these programs has had a ripple effect on the local economy, particularly in Hartford.

Future Opportunities and Naming Rights

With a projected annual budget of just north of $100 million for FY26, UConn athletics is looking to maximize every revenue stream. The recent naming rights deal for the downtown arena, now called PeoplesBank Arena, is a 10-year, $20 million agreement. Benedict mentioned the possibility of adding a corporate sponsor to Gampel Pavilion, while ensuring the building’s name remains intact.

“There are many examples where you have two names — more of a philanthropic name associated with the building, and then on top of it you have a corporate sponsor,” Benedict said. “As we've talked about, we're being pressured to create as much revenue as possible, so we have to look at any and all opportunities. But we would never consider removing ‘Gampel’ from this building. Could there be something that exists in concert with Gampel? We're certainly investigating that potential opportunity.”

Conclusion

UConn athletics is navigating a complex and dynamic financial landscape, balancing the need for increased revenue with the challenges of maintaining competitiveness. With strategic investments, innovative approaches, and a commitment to excellence, the department is positioning itself for continued success in an ever-evolving environment.