The New Economics of Sports Venue Design

In a rapidly evolving sports landscape, collegiate athletics are looking more and more like the pros. With media rights revenues projected to surpass $4 billion by 2027, and new NCAA rules allowing direct athlete compensation, college sports are becoming a major business opportunity. This shift is driving universities to rethink their facilities as strategic business assets. Meanwhile, the global professional sports industry is projected to reach $260 billion by 2033. This convergence of college and pro sports models is driving innovation in venue design, sponsorship strategy, and fan experience.

We sat down with architects Trevor Bechtold and Chris DeVolder to explore what’s driving this transformation, and how design is playing a central role.

How and why are college sports transitioning to a professional model, and what does this mean for the future?

Trevor Bechtold: In the collegiate space, revenues are at an all-time high. They’re now reaching $80 million to $100 million annually in media rights. That rivals some of the smaller pro leagues, and they are expected to surpass $4 billion by 2027. NIL — or Name, Image, Likeness — has essentially created a pay-to-play transfer portal, introducing free agency and market-driven athlete value into college sports. So, we’re seeing programs hire front offices and operate more like professional leagues, with private equity, corporate sponsorships, and media partnerships all part of the mix.

At the same time, new NCAA rules took effect this year that allow schools to pay student athletes directly through revenue share deals, up to $20.5 million per school per year. While beneficial for athletes, these deals can be a pretty big hit to an athletics program’s bottom line, so they’ve had to rethink how they bring in revenue and what that means for the future of college athletics.

Chris DeVolder: A big shift we’re hearing from college clients is that recruiting is now less focused on the “bling” of the spaces. Yes, amenities still matter, but what today’s student-athletes really want is compensation and support in building their individual brand. Facilities are becoming table stakes, while the bigger focus is brand, exposure, and financial opportunity.

Trevor: Exactly, and from a design and construction perspective, we have seen a bit of a pause in the “arms race” of those ever-bigger, amenity-rich training centers. Schools are still investing, but in more targeted ways — spaces for data analytics, recovery, or health partnerships. The other thing is monetization. Everyone’s searching for ways to turn underused areas into premium experiences — transforming unused end zone space into clubs or converting storage space into small VIP lounges. We’ve also seen examples where press facilities were relocated, allowing valuable space with superior views to be recreated as a premium offering. Ultimately, it’s all about unlocking hidden potential.

Chris: That’s right. Where you once had two main premium products — suites and club seats — you now have a dozen variations. Some are as simple as wider chairs with a concession credit; others are ultra-exclusive, multi-tiered suites-within-suites. We call it “premium diversification.” Fans are willing to pay for access, exclusivity, and elevated experiences at every level.

How are colleges using design to help athletes build their personal brands?

Chris: Content creation spaces are now becoming standard. Where a decade ago we might have had a small room with a changeable backdrop and a microphone, we’re now designing full production suites — podcast studios, video editing bays, social media hubs. Athletes recognize they are brands, and schools want to support that. In California, the studios Gensler designed for the NFL’s West Coast media headquarters have become a model that universities look to when they’re designing their own broadcast suites. So, we’re certainly seeing that professional level of production space make its way onto campuses.

Trevor: It’s also about scalability. Schools like Alabama and Clemson are creating studio-quality setups, while smaller programs might just need a functional mini-studio or podcast areas. In the future, these spaces may double as broadcast-ready environments for ESPN or College GameDay coverage, creating media value for both the team and networks.

How are teams and universities rethinking sponsorships and naming rights?

Chris: Sponsorship strategy is becoming more sophisticated. Beyond traditional naming rights, partners now brand everything from locker rooms and concourses to entry gates. Agencies use data analytics to assess every possible touchpoint for brand exposure. Think of it as “spatial monetization.”

Trevor: Looking ahead, digital integration will drive the next wave — things like LED glass basketball floors that display dynamic logos or halftime activations tied to sponsorships. Imagine each game having different sponsors rotating through digital surfaces. It’s an efficient way to multiply exposure without new construction. Even everyday services — from the power provider to the beverage supplier — can become branded assets.

Chris: At the same time, our clients’ revenue teams are being very intentional in how and what they sell. The goal is to create some exclusivity to maximize the impact and value of the sponsorship asset.

Premium experiences clearly drive revenue. What’s new in that space?

Chris: If premium seating makes up 20% of your venue, it often drives 80% of your non-broadcast revenue. Teams are finding new ways to add layers of exclusivity. One project turned a leftover storage room into a speakeasy — no field view, just atmosphere. Fans pay top dollar for that “can’t-miss-out” factor. It’s all about FOMO.

Trevor: We’re also designing layered VIP environments. I toured BMO Stadium in L.A. recently and saw triple-tiered access — a VIP club, then a “V-VIP” zone, and above that, a hyper-exclusive celebrity suite. Fans crave differentiated experiences. The more levels of premium access you offer, the more opportunity you have to boost revenue diversity.

Beyond game day, how are venues generating year-round use?

Chris: Flexibility is everything. From concerts to corporate meetings, versatility helps venues thrive. Many facilities are driving revenue in the mid-six-figures every year from concerts or other non-game events. But you need the right operating model and staff. One of the newer professional football stadiums in the Southeast was a prime example — within its first year, they were hosting multiple events per day, which was great for revenue but exhausting for staff. Sustainable flexibility means designing for both efficiency and endurance.

Trevor: Right, and we’re also seeing universities explore third-party management models — partnering with venue operators to run events year-round. That allows the school to become more of a tenant, sharing revenue instead of carrying all the overhead and the upfront capital investment in building or renovating the venue. These 365-day venues are the future, but success depends on market context; not every community can support that level of activity.

Mixed-use sports and entertainment districts have become a major trend, especially around professional teams and stadiums. How is that trend playing out at the collegiate level?

Trevor: Like the pros, more schools want to become their own developers, creating mixed-use districts that combine student housing, retail, restaurants, and conference centers around their sports venues. It not only diversifies revenue but also creates an “always-on” fan environment. We’re currently working on several sports-anchored development projects in the collegiate and professional space.

Chris: We’re seeing universities treat their real estate portfolios as untapped assets. They’re reaching out to developers and designers to reimagine underused land through public-private partnerships. Now that it’s been tested at the professional level, the model is accelerating — sports venues are becoming economic catalysts at the collegiate level as well, not just game-day destinations.

Are local partnerships part of that equation?

Trevor: Local businesses often can’t compete with national brands for naming rights, but those collaborations could still boost community goodwill.

Chris: Exactly. Most community tie-ins are not profit drivers, but they are a symbol of civic partnership. One area where we are seeing some growth is with medical partnerships — training centers co-developed with health systems, blending athlete care with community wellness.

Trevor: Those healthcare alignments add real value, especially for universities with medical schools. The Atlanta Hawks and Emory Healthcare, as well as the Orlando Magic and Advent Health, have set the precedent in professional sports. Soon, we may see schools like Miami exploring integrated imaging and therapy suites in sports facilities, creating a crossover between athletics, academics, and medicine.

How does the fan experience continue to shape sports design?

Chris: Food and beverage is huge. Fans expect access to enhanced hospitality even at regular prices. “Local and authentic” is the trend — think regional craft food instead of cookie-cutter concessions. Technology is also a game-changer: grab-and-go markets with self-checkout have exploded because they mimic what people already do at the grocery store. They sell better than traditional stands, simply because they’re faster and more intuitive.

Trevor: The operational side matters too. Some universities are hiring executives from companies like Nike and Disney to head their athletics departments or lead fan experience strategy — people who think about every touchpoint, not just game time. Even in athlete dining, the standard is rising. We’ve seen collegiate programs bring in celebrity chefs to create healthy, restaurant-level meals. It’s all part of elevating the brand across every experience.

You mentioned merchandising. How is retail evolving inside these venues?

Chris: The smartest team stores are designed for flexibility, with entries on the street side as well as the stadium concourse. On non-game days, they open directly to the street; on game days, those streetside doors stay open until about two hours before the game starts. Then the doors inside the venue open up for ticketed fans. After the game, the store reverts back to public street access. Some districts also use mobile pop-ups or custom containers to move merchandise around plazas. The formula is simple: the more creative you are about engaging the fans and connecting them to the team brand through merchandise, the more revenue you capture.

Trevor: And it even extends to hospitality. Take Maryland — they’ve created an exclusive membership club where fans can dine alongside coaches and administrators. You might not actually sit with the football coach, but you’re in the same room, and for many donors, that access is priceless. It’s another way to turn everyday moments into premium interactions.

What’s the big takeaway for sports venue design heading into 2026?

Trevor: Ultimately, it’s about maximizing every square foot — making spaces flexible, monetizable, and meaningful. Whether it’s through new revenue models or deeper brand storytelling, venues have to perform like businesses now.

Chris: And they have to deliver layers of experience — for athletes, fans, and sponsors alike. The line between sports, entertainment, and real estate is blurring fast. Design’s role is to make that ecosystem seamless and sustainable.