Beyond Naming Rights examines how the recent collapse of NCAA amateurism, the emergence of Name, Image and Likeness, and the House vs. NCAA settlement have forced universities to rethink how they fund and sustain athletic programs.Written for university leaders, staff, faculty, and students-as well as executives and staff at financial institutions and multimedia rights agencies-it makes a compelling case for a new model: bank and credit union naming rights partnerships that function as campus-wide financial ecosystems. Done well, these partnerships can help close the widening funding gap in athletics while strengthening student services, improving operations, and supporting long-term institutional stability.Beyond Naming Rights traces the evolution of college sports monetization, explains the implications of the House vs. NCAA settlement, explores sports property inventory, and details how banks and universities can discover mutual value through strategic partnership
