A President’s Guide to Elevating Institutional Value Through College Sports & Storytelling

Join Dr. Karen Weaver as she speaks with sports media experts/consultants John Kosner and Ed Desser about the evolving landscape of college athletics. John and Ed authored the seminal 2021 NCAA Gender Equity Media analysis which identified $80 million of unrealized revenues the NCAA was leaving on the table in their media contracts. Why? Because the NCAA did not believe the women's basketball tournaments had any financial value. In 2025, it's stunning to think that campus and NCAA leaders were blind to the revenue possibilities back then.Today, we know the landscape has changed and John and Ed want to help presidents understand how use media opportunities to differentiate their campuses. They discuss media rights, gender equity, fan engagement, and the financial opportunities in this new world of college sports. From the rise of women's basketball to the impact of technology and private equity, this episode explores how universities can navigate and thrive in this rapidly changing environment.