This headline is spot on.

This headline is spot on.

College athletic departments are becoming full-blown media companies.

Not because they want to.

Because they have to.

I saw this shift firsthand in the National Football League (NFL).

I was recruited by the Miami Dolphins to help them operate like a media company.

Content wasn’t a support function anymore.

It became the engine.

Driving engagement.

Driving brand.

Driving revenue.

Now college athletics is hitting that same inflection point.

With NIL reshaping the landscape, the pressure to generate new revenue streams is real.

And media is one of the most scalable ways to do it.

Owned content.

Direct distribution.

Brand storytelling at scale.

But here’s the reality…

Not every school has the resources to build this in-house.

The demand is constant.

The pace is relentless.

And the expectation for quality keeps rising.

This is exactly where we’re spending a lot of time right now at CUENTO Marketing (opens the CUENTO site in a new tab).

We have been working alongside San Diego State Athletics as an extension of their team to help build this muscle… aligning strategy, storytelling, and execution to meet the moment.

This isn’t a trend.

It’s the next phase of college athletics and we are excited to help more programs tell their stories.