Overview: The vertical partnerships concept engages youth, college and elite participants and audiences on a sport-by-sport basis. To date, there has been little exploration of sport-specific partnerships in terms of content sharing, revenue generation and commercial broadcasting. Oftentimes, collegiate Olympic and Paralympic rights are tied to football and basketball commercial agreements. The USOPC Think Tank believes creative vertical partnerships across the NCAA, schools, conferences, the USOPC and NGBs may increase awareness, expand sport exposure and test commercial opportunities.
2021 focus: The USOPC Think Tank is exploring an NCAA/NGB shared championship event to pilot a vertical partnership. National governing bodies have vast experience hosting youth and elite events, which if partnered with an NCAA championship may expand attendance, viewership, exposure and revenue opportunities. Increased awareness can help unify each sport community in an effort to sustain the broad-based sport championship structure.
Horizon: The USOPC Think Tank will further explore the current commercial rights structure and the opportunity for increased collaboration across media/commercial partners to promote the value of Olympic and Paralympic sports. There is a need to increase national-level storytelling, which will require pilots to share content, test cross-promotion and build marketing interest for Olympic and Paralympic sports. The USOPC Think Tank also will explore opportunities to celebrate college contributions to Team USA at the national and campus levels.
Erin McDermott
Harvard University
Director of Athletics
Sho Nakamori
Stanford University
Former National Team Member (Gymnastics)
Ray Anderson
Arizona State University
Vice President for University Athletics
Bubba Cunningham
University of North Carolina
Director of Athletics
Don Bruce
University of Tennessee
Haslam College of Business Professor
Lauren Crandall
Wake Forest University
Three-time Olympian (Field Hockey)
Jim Knowlton
University of California, Berkeley
Director of Athletics
Brett Gorman
USRowing
Director of Coaching Education and National Team Coach
Kathleen McNeely
NCAA
Senior VP of Administration and Chief Financial Officer
Greg Byrne
University of Alabama
Athletic Director
Val Ackerman
Big East Conference
Commissioner
Sandy Barbour
Pennsylvania State University
Vice President for Intercollegiate Athletics
Sean Frazier
Northern Illinois University
Associate VP and Director of Athletics
Rich Bender
USA Wrestling
Executive Director and USOPC Board Member
Sierra Schmidt
University of Michigan Student-Athlete
National Team member (Swimming)
Chaunte Lowe
Georgia Tech
Four-time Olympian (Track & Field)
Caroline Rebello
Evolution Media Capital
Managing Director
Jessica Heims
University of Northern Iowa
Paralympian (Para track and field)