Arizona Board of Regents announces strategic partnership with WME Sports

With revenue-sharing on the horizon in college athletics, schools are looking for ways to navigate the changing landscape. The Arizona Board of Regents is taking a big step to set its universities up for success.

The board approved a strategic partnership with WME Sports, the agency announced Wednesday. As part of the initiative, WME will assist the three schools – Arizona, Arizona State and Northern Arizona – with NIL development, revenue generation and media strategies.

Through the first-of-its-kind partnership, WME Sports will also give counsel on brand positioning. SBJ first reported the two sides were working toward a partnership.

“The landscape of college sports is constantly evolving and we’re proud to partner with the Arizona Board of Regents to create a results-driven strategy for its partners at Arizona State University, Northern Arizona University and the University of Arizona,” said Mike Zavodsky, partner and executive vice president at WME Sports, in a statement.

“From national championships and All-American athletes to some of the most passionate fan bases in college sports, this is an incredible opportunity for WME Sports, alongside strategic advisors that intimately know the marketplace like Erika Barnes, to collaborate with these programs to help elevate and enhance their position and offering even further.”

The revenue-sharing in college sports is on the way if the House v. NCAA settlement receives full approval. Under the agreement, schools will be able to directly share $20.5 million with athletes in 2025, and schools have been searching for new revenue streams to help with that added cost.

Universities have also partnered with providers to help set themselves up for the future. Altius Sports notably partnered with 40 universities to help advise clients on the House settlement, revenue-sharing and other NIL issues. But WME’s deal with the Arizona Board of Regents allows the agency to work closely with three schools, all of which are under the ABOR umbrella.

“In today’s landscape of higher education, athletics play a pivotal role like never before,” said Gregg Brewster, regent and co-chair of the Arizona Board of Regents athletics task force, in a statement. “ABOR is excited to partner with WME Sports and local experts to establish a robust foundation that will not only benefit all three state universities but also create an unforgettable experience for fans of all ages.”