By Wes French, General Manager of Teamworks Personnel

As a former high school football coach and lifelong college sports fan, I’ve watched collegiate athletics transform in recent years with mixed emotions. I’m happy to see student-athletes finally benefiting financially from their talents. I also recognize how these changes have fundamentally reshaped the game—for better and worse.

At Teamworks, a sports technology company helping athletic departments and conferences navigate this new era, I’ve witnessed firsthand the upheaval caused by NIL, the House settlement, and looming cap management policies. Schools, conferences, and collectives are scrambling to adapt, hiring new staff, and implementing processes to manage a rapidly evolving landscape.

My 13 years in technology have taught me that decisions made early in a transformative era determine the trajectory of an entire industry. Consider the NFL’s rise in the 1970s: landmark television deals, league mergers, and superstar athletes pushed the league to unprecedented heights. But it didn’t happen by following other leagues—it happened because the NFL forged its own path. Their decades-long evolution into a juggernaut required experimentation, innovation, and leadership that embraced the league’s unique challenges.

Now, the question for college sports is whether its leaders will rise to the moment. Will they embrace the complexities of NIL and carve out a sustainable future? One thing is certain: there’s no easy button. The path forward won’t come through carbon-copying decisions made by professional leagues. It will require bold, tailored decisions that reflect the unique realities of college athletics.

The Unique Complexities of College Sports

College sports are fundamentally different from professional leagues. Schools must juggle a complex mix of academic support, regulatory compliance, athlete well-being, and compensation. Revenue streams include scholarships, stipends, NIL deals, and revenue-sharing agreements, creating an intricate web of overlapping systems.

Unlike the NFL or NBA, where teams manage a single salary cap for 53 players or fewer, college athletic departments oversee hundreds of athletes across multiple sports and teams, all at different stages of their seasons. Add in a long list of stakeholders—athletes, guardians, agents, schools, the NCAA, conferences, and brands—and the complexity multiplies.

What’s more, college sports is a far less mature industry. The NFL has had decades to refine its salary cap system and develop best practices. College sports don’t have that luxury. While there’s much to learn from the pros, collegiate athletics must chart its own course—one that reflects the realities of academic institutions and young, developing athletes. 

Staying Rooted in a Shared Mission

Amid the rapid professionalization of college sports, it’s easy to lose sight of two truths: these athletes are still kids and education matters.

Before my career in technology, I was a high school math teacher and football coach. I believed in holding my players accountable while building them up as young men and future leaders. That same drive motivates me today. Most college athletes won’t go pro, and the lessons they learn during these years will shape their futures far beyond sports.

At Teamworks, we’ve spoken with hundreds of athletic administrators and coaches who share this mission. Their priority is not just helping athletes maximize earnings now but preparing them for life beyond the game. This shared mission—developing student-athletes as individuals—should guide every policy, process, and technology introduced to this space.

This is what sets college sports apart. It isn’t just about creating champions on the field; it’s about building character and preparing young people for the challenges of life. Every new role created, every piece of technology introduced, and every policy implemented must align with this greater purpose.

Guiding Principles of a Purpose-Built Solution

Building solutions for collegiate athletics requires balancing immediate needs with long-term innovation. Five guiding principles can serve as a valuable framework for navigating this transformative era:

These principles aren’t just aspirational—they are a call to action for institutions navigating the challenges of the current landscape. By embracing these values, universities, and conferences can address immediate priorities while building a foundation for sustainable, long-term success.

Where We Go From Here

As college sports professionalize in new ways, innovation is no longer a luxury but a necessity. Purpose-built solutions to manage total athlete earnings, including cap management, aren’t just about budgeting; they’re about building a sustainable model that honors student-athletes, ensures compliance, and fortifies the foundations of athletic programs nationwide.

Universities that lean into these tailored solutions now position themselves for a future where they can continue to support student-athletes effectively while upholding their dual commitment to academics and athletics. By recognizing the limitations of solutions built for pro teams and investing in technology tailored to the complexities of college sports, athletic departments can not only survive but thrive in this transformative era.

It’s time to build something that lasts. Learn more about Teamworks.