A Case for Funding

The greatest Return-On-Investment (ROI) for funding is with the personnel who manage the health and development of the student-athlete.

At this time of transformation of collegiate athletics, I challenge for a change in thinking among collegiate sponsors in the United States. I ask you to focus upon the sports performance and healthcare personnel and continue to fill the pipeline with the developmental and safety resources needed to reach their potential.

Allow me to draw a parallel beyond sports. According to the 2020 report by McKinsey & Co, global investment by organizations into research and development is at an all-time high and has been growing at nearly 4% year over year for the past 9 years. Pharma, automotive, media, telecom, agriculture, and animal/pet health lead the way in R & D spending, all exceeding 30% of their EBITDA. Coincidentally, companies from these sectors are among the most active sponsors of collegiate athletics.

Brands that proactively partner with collegiate student-athlete development will see an ROI with direct and cascading return. Unlike most R & D spending that can be insular in nature, engaging with sports performance personnel provides a direct connection to the student-athlete, coaches that can be activated 365 days every year, not just during the sports season cycle for crowd watching and in-game activation. The deepening relationships allows for continual creativity and the ability to pivot messaging as warranted. The relationship with the development and healthcare of the student-athlete can broaden the initial thinking for your investment.

Infusion of dollars directly to the sports science, sports medicine, sports psychology, sports performance, and sports nutrition is the most impactful spend for winning.

I challenge you to invest by leaning into the partnership and together the personnel and funding source can together amplify the brand, commitment, outcome identified.

It can be an ROI that is a win-win.