CRO.ticker - 2x/week email newsletter designed for CROs, CMOs & External leaders

Edition #33

January 23, 2026

Playfly Sports, the sports industry’s leading revenue maximization company, drives growth for its partners across the sports ecosystem – including 2,000+ brands, 100+ professional teams and 65+ college athletic departments. Playfly operates an expansive portfolio of services with a data-driven and fan-focused approach to maximize revenue yield in key growth areas, such as media, sponsorship, ticketing, premium experiences and fan engagement offerings. Learn more.

Good morning. It's Friday, January 23, and here are three ideas to consider as you read today's CRO.ticker:

➤ The CMO Evolution: While average tenure for CMOs has dipped to 4.1 years, the role isn't dying—it's being restructured. The shift toward "Chief Revenue Officer" titles in the S&P 500 mirrors the trend in collegiate athletics to consolidate go-to-market capabilities under a single, strategic leader.

➤ The "Allergy" to Digital Monetization: Despite the unending need for revenue growth, Power 4 schools remain "years behind" in social media monetization. Many college programs still settle for basic logo slaps, missing out on what experts estimate could be seven to eight figures in annual digital partnership revenue.

➤ Taking Ownership of "Revenue Destiny": As domestic broadcast markets stagnate, global soccer giants are breaking revenue records by diversifying into entertainment and stadium-anchored retail. With commercial income now making up 48% of total revenue for top clubs, the mandate for sports organizations is to move beyond the "matchday" mindset and treat their brand as strategic infrastructure that generates value 365 days a year.

➤ Lots more!

One question: How valuable are you finding CRO.ticker on a scale of 1-5? We’d love your feedback as we strive to make this an essential read. Share your opinion HERE!

- Matt

MARKETING, MARKETING...REVENUE?

The average CMO tenure among S&P 500 companies dipped to 4.1 years in 2025 (down from 4.3 years in 2024), compared to 7.6 years for CEOs and 4.7 for CFOs, according to Adweek's Rebecca Stewart. However, Spencer Stuart consultant Richard Sanderson argues this "short tenure is actually a function of the role" serving as a springboard, noting that 62% of CMOs who exited between 2021 and 2025 were promoted or moved to bigger roles, with 9% advancing to CEO. While 31% of S&P 500 companies now operate without a formal CMO—often distributing duties to Chief Growth or Revenue Officers—Sanderson contends the role isn't dying but evolving: "It’s not that marketing has gone away, but rather the set go-to-market capabilities have been restructured in a new way, for example, around a CRO.” (link)

Sponcon Sports Founder Alex Kopilow highlights a potential missed opportunity in college athletics monetization, noting that during the College Football Playoff title game he counted only two sponsored social media posts from the participating programs. Despite the scramble for revenue under the new $20.5M salary cap, Kopilow argues that Power 4 schools are "allergic to sponsorship" on social, often settling for "basic logo slaps" rather than robust digital partnerships that could generate seven to eight figures annually. He contends that college programs actually have a distinct advantage over pro teams due to multiple built-in revenue generators across sports, yet remain "years behind" in capitalizing on their massive engagement. “If this is what monetization looks like on the biggest night of the season, imagine how much opportunity is being missed the rest of the year.” (link)

Retail Brew’s Jeena Sharma profiles the Australian Open’s aggressive commercial strategy, driven by a need to overcome its geographic isolation from major global hubs like Manhattan (U.S. Open) or Paris (French Open). Tennis Australia’s Roddy Campbell explains that unlike Wimbledon, which is "primarily about the tennis," the AO employs a "pillar strategy" focusing on food, fashion, family, and technology to attract audiences, noting that a "huge proportion" of attendees don't even watch the matches. This approach has fueled a 35% year-over-year increase in sponsors for 2025, with partners like Ralph Lauren, Louis Vuitton, and New Balance driving "75% of the color and the fan experience" through integrated activations rather than passive signage. Campbell: “They’re not just setting up retail footprints and bars; they are bringing in talent. … They’re giving products away, having selfie moments. There’s fun VR and integrated activations. If we’re going to give them a footprint and a lot of real estate, we really want them to enhance the fan experience.” (link)

Ideation to Impact: Evolving Sponsorship Strategy

Washington Assistant AD Josh Remington leads a roundtable on bridging the gap between sponsorship sales and game-day execution. Industry leaders from Vanderbilt, William & Mary, and Grambling discuss moving beyond a "silos" mentality by establishing clear frameworks for the fan experience that allow MMR partners to sell with confidence. From aligning cross-sport "big game" weekends to maximize revenue to evolving storytelling strategies in the NIL era, the panel offers a roadmap for turning sponsorship ideation into high-impact, authentic brand moments. WATCH >>

HOW SOCCER GIANTS ARE EVOLVING...

Deloitte’s 29th Annual Football Money League reveals that the top 20 revenue-generating soccer clubs in world football broke new ground in the 2024-25 season, collectively generating a record €12.4B, an 11% increase YoY. Here’s what you need to know from the results…

➤ Commercial Supremacy: For the third consecutive year, commercial revenue was the largest income stream, exceeding €5B for the first time. The top 10 clubs now derive 48% of their total revenue from commercial sources, emphasizing a shift toward monetizing brand equity, retail, and non-matchday events.

➤ Matchday Growth: Matchday revenue saw the highest proportional growth rate (16%) reaching €2.4B, fueled by stadium renovations and the controversial but lucrative introduction of Personal Seat Licenses (PSLs).

➤ Diversification is Mandatory: With domestic broadcast markets stagnating, Deloitte warns clubs must take ownership of their "revenue-generating destiny" by diversifying into entertainment, similar to the strategies employed by US franchises.

➤ Regulatory Pressure: The Premier League’s decision to introduce a squad-cost regulatory system in 2026-27 (mirroring UEFA rules) will provide further incentive for clubs to maximize revenue to maintain competitive spending power.

➤ Real Madrid remains the undisputed financial king, generating nearly €1.2B, anchored by €594 million in commercial revenue alone—a figure that would independently rank in the top 10 of the Money League.

➤ FC Barcelona returned to the podium in 2nd place (€975M), driving 27% growth largely through a one-off €70M injection from PSLs connected to the Spotify Camp Nou redevelopment.

➤ Liverpool surged to 5th place (€836M), becoming the highest-ranked English club for the first time in Money League history, while Manchester City slipped to 6th and Manchester United fell to a historic low of 8th (€793M) due to on-pitch struggles impacting broadcast payouts.

➤ SL Benfica (19th) became the first Portuguese club to make the list since 2005-06, breaking the "Big Five" league monopoly.

➤ Full study. (link)

CASH: MAKE, RAISE, BORROW

Fast Company’s Jeff Beer profiles New Balance's ascent as a "boutique challenger brand," highlighted by the signing of Dallas Mavericks rookie Cooper Flagg amidst a Nike-dominated league (65% share). With 2024 sales hitting $7.8B (vs. Nike's $51.4B) and growth exceeding 20% for five consecutive years, CMO Chris Davis attributes the momentum to the brand's private ownership, which allows for long-term bets on diverse ambassadors like Shohei Ohtani and Josh Allen without quarterly Wall Street pressure. “We had to find that core component of our identity that enabled us to succeed for the first 110 years of our existence. And it was rooted in the idea of being the ultimate challenger brand. We always say internally that we’re a brand with heritage, not a heritage brand. A heritage brand purely relies on its past. A brand with heritage honors its past, but is obsessed with innovating into the future. … The best indication of future behavior is past behavior, and success breeds success. At the end of the day, being the best version of ourselves is one of our major goals. But, I don’t think it’s gotten easier because our expectations have gotten higher." (link)

Sportico's Sara Germano reports that 3Step Sports, the largest youth sports club operator in the U.S. with over 2M athletes and $40M in EBITDA, has hired Goldman Sachs to explore a potential sale or capital raise. The company, backed by private equity firm Juggernaut Capital since 2019, has aggressively consolidated the fragmented $40B youth sports market by acquiring operators like EDP Soccer and Prospect Athletics. The move comes amid heightened deal activity in the sector, as Aspen Institute research finds that average annual household spending on youth sports has surged 46% since 2019 to over $1,000, with other major players like Versant exploring a sale of SportsEngine and Accel-KKR investing in LeagueApps. (link)

CVC Capital Partners is looking to raise $3.2B of debt against its sports franchise, whose investments range from Spanish football’s top division and English professional rugby to volleyball and women’s tennis. The alternative investment manager’s Global Sports Group is in talks with institutional investors on the private debt, which is structured to be repaid in five, 10 and 25 years. The debt will be ranked at investment grade, which is unusual for private equity firms, who typically raise more-expensive sub-investment grade debt on their assets. (link)

The Wall Street Journal's Mark Maurer and Jennifer Williams report that companies like Savers Value Village, Elanco Animal Health, and Hovnanian Enterprises are rushing to refinance debt, seizing on narrow credit spreads and lower rates rather than waiting for further cuts. U.S. corporate debt refinancing hit roughly $425B in 2025, a 5% jump from the prior year and the highest level since 2020. Executives cite geopolitical volatility and policy uncertainty under the Trump administration as drivers for the defensive strategy. Savers CFO Michael Maher: “We had a window where our strong credit profile matched up with a really great market. There was no reason to wait and take the chance that that may not continue to be available again." (link)

Interested in advertising a job opening in CRO.ticker on CollegeSports.jobs? Submit your position here.

(Posted from most recent over the last 15 days)

(NEW!) Assistant Director, All for One Fund (Xavier University / Cincinnati, OH): Assistant Director, All for One will execute athletic development initiatives that support the goals and objectives for growth of the All for One Fund. More details HERE.

(NEW!) Advancement Coordinator, Athletics (Boise State University / Boise, ID): Join Boise State's team as the Athletics Advancement Coordinator. This is an exciting opportunity to help create the best culture of philanthropy & alumni engagement of any public university. More details HERE.

(NEW!) FellowVOL Postgraduate Fellowship (University of Tennessee / Knoxville, TN): 12-month rotational fellowship designed to provide recent graduates with experience across key areas of the athletic department, including fundraising, administration, marketing, and event management. More details HERE.

(NEW!) Assistant Director Of Video Content (Mississippi State University / Starkville, MS): The Asst. Dir. of Video Content supports the development, production, and execution of creative video content across assigned sports, with a primary creative focus on the women’s basketball program More details HERE.

(NEW!) Ticket Sales & Service Intern (Army West Point / West Point, NY): Interns in the Ticket Office will gain practical experience in ticketing operations, customer service, and sales under the guidance of experienced staff. More details HERE.

(NEW!) Marketing Intern (Army West Point / West Point, NY): Interns in Marketing and Fan Engagement will learn about sports marketing, promotions, and event operations. More details HERE.

(NEW!) Athletic Communications Intern (Army West Point / West Point, NY): Interns in Communications will gain experience in athletic communications, media relations, and statistical analysis under direct supervision. More details HERE.

(NEW!) Creative Video Intern (Army West Point / West Point, NY): Interns in Creative Services will learn about video production, content creation, and media operations within a Division I athletic department. More details HERE.

(NEW!) Business Development Intern (Army West Point / West Point, NY): Interns in Business Development will gain exposure to research, planning, and operational aspects of a Division I athletics department while working closely with senior staff. More details HERE.

(NEW!) Assistant Athletic Director, Brand Management and Advertising (University of Texas – San Antonio / San Antonio, TX): The Assistant Athletic Director, Brand Management and Advertising is a strategic leader responsible for maintaining and elevating the visibility, reputation and brand identity of UTSA Athletics. More details HERE.

(NEW!) Account Executive (University of Notre Dame / Notre Dame, IN): Seeking a driven, results-oriented sales professional for a high-impact role driving ticket and hospitality revenue in collegiate athletics—football, basketball, and hockey. More details HERE.

(NEW!) Executive Assistant & Board Relations Liaison, Hokie Club (Virginia Tech / Blacksburg, VA): The Executive Assistant & Board Relations Liaison is responsible for providing comprehensive operational and administrative support to the Hokie Club. More details HERE.

(NEW!) Multimedia Assistant - Creative Content - Temporary (Princeton University / Princeton, NJ): Assist with creation of video content to promote Princeton's 38 varsity sports and the department's mission of Education through Athletics. Seeking creative storytellers with video editing experience. More details HERE.

(NEW!) Executive Assistant Athletic Director for Strategic Communications (Monmouth University / West Long Branch, NJ): Monmouth Univ. seeks an Executive Assistant Athletic Director to lead athletic communications, media relations, digital content, and branding while supporting 24 varsity programs and key stakeholders. More details HERE.

(NEW!) Senior Associate Director, Capital Campaign & Major Gifts (Razorback Foundation-University of Arkansas / Fayetteville, AR): The Senior Associate Director, Capital Campaign & Major Gifts is a key member of the Razorback Foundation and serves as the primary leader of the major gifts program. More details HERE.

(NEW!) Senior Associate Athletic Director / Chief Financial Steward (Yale University / New Haven, CT): The Senior Associate Athletic Director/ Chief Financial Steward directs and oversees the finance unit of Yale’s Department of Athletics and is the financial spokesman for the department. More details HERE.

Director of Development, Athletics (University of Delaware / Newark, DE): Director, Dev, Athletics More details HERE.

Associate Athletic Director, Sales & Fanbase Growth (Wake Forest University / Winston-Salem, NC): The Associate Athletic Director for Sales & Fanbase Growth drives ticket revenue for Wake Forest Athletics, for football and men's basketball, through strategic marketing and sales planning. More details HERE.

Director of Special Events (Razorback Foundation-University of Arkansas / Fayetteville, AR): This position will be responsible for planning, organizing, and executing all aspects of special events at a high level for The Razorback Foundation, Inc., and Razorback Athletics. More details HERE

Assistant Director of Marketing (University of Tennessee – Chattanooga / Chattanooga, TN): The Assistant Director of Marketing assists the Associate AD for Marketing and Promotions with the outreach, promotions, and branding efforts of the Chattanooga Mocs Athletics Department. More details HERE.

Assistant Director of Video Operations (Western Carolina University / Cullowhee, NC): Direct video content creation, live event streaming, and broadcast production of home athletic events and coaches’ shows during the year, and assisting in the supervision of a production staff. More details HERE.

Associate Director of Major Gifts, Hokie Club (Virginia Tech / Blacksburg, VA): Associate Athletics Director, Major Gifts will be involved with the planning and implementation of the fundraising efforts in support of priorities designated by the department of athletics. More details HERE.

Assistant Athletics Director & Director of Stewardship, Signature Events and Engagement (University of Colorado – Boulder / Boulder, CO): CU Boulder is looking for a candidate who will play significant role in strategizing, leading and implementing programmatic donor relations and alumni engagement efforts for the Buff Club! More details HERE.

Assistant Director for Leadership Gifts, Hokie Club (Virginia Tech / Blacksburg, VA): Assistant Director for Leadership Gifts within Athletics builds constructive and effective relationships with alumni and friends that will translate to a long-term base of support for the University More details HERE.

Director, Graphic Design (University of Nevada – Reno / Reno, NV): The Director, Graphic Design, is responsible for the creation of unique and innovative visual content for the department, including individual sports programs. More details HERE.

Associate Director of Athletics, Commercial Revenue (University of Illinois / Champaign/Urbana, IL): Leading and overseeing revenue-generating initiatives, including the I FUND, club seating, and the outbound ticket sales and revenue generation. More details HERE.

Associate Director, I FUND (University of Illinois / Champaign/Urbana, IL): Focus on providing a first-class philanthropic experience to fans of Illinois Athletics by leveraging digital and in-person engagement to effectively build relationships. More details HERE.

Marketing & Communications Coordinator (CSA Search & Consulting / Raleigh, NC): Join an industry leader as a Marketing & Comms Coordinator—run our content calendar, craft social/website updates, promote podcasts, track engagement, and help grow a national brand. More details HERE.

Graphic Designer (Abilene Christian University / Abilene, TX): Create innovative, visually impactful designs for internally and externally facing digital and print applications which directly impact the business interests and brand development of the institution. More details HERE.

(Director of Ticketing (Abilene Christian University / Abilene, TX): The key principles of this job are to: Support ACU’s Mission: Educate students for Christian service and leadership throughout the world. More details HERE.

Accounting Clerk (Army West Point / West Point, NY): Supports Army West Point Athletic Association by managing accounts payable, purchase orders, reimbursements, and transactions. Requires GAAP knowledge, attention to detail, and deadline focus. More details HERE.

Director, Football Creative Graphic Content (Army West Point / West Point, NY): The Director, Creative Graphic Content supports and advances the recruiting, retention and motivation efforts of the Army West Point Athletic Association Inc. More details HERE.

Director, Football Creative Video Content (Army West Point / West Point, NY): The Director, Creative Video Content assists in the recruiting, retention and motivation efforts of the Army West Point Athletic Association Inc. More details HERE.

Staff Accountant - Accounts Payable (Army West Point / West Point, NY): The Staff Accountant will be critical in recording accounting transactions for the Army West Point Athletic Association Inc. (“AWPAA”) Business Office. More details HERE.

Graduate Assistant - Ticket Operations & Sales (Auburn University / Auburn, AL): Auburn Athletics invites applications for a Ticket Operations & Sales Graduate Assistant position to begin Fall of 2026. This position supports Ticket Office operations and game-day execution. More details HERE.

Director of Athletics (Western Colorado University / Gunnison, CO): Western Colorado University invites energetic, collaborative, and visionary professionals to apply for the position of Director of Athletics at a nationally recognized NCAA DII athletics program. (DII) More details HERE.

Executive Director, Collegiate Women Sports Awards (Collegiate Women Sports Awards / Remote, US): Seeking a highly qualified leader to serve in the capacity as Executive Director. The CWSA is the most prestigious national award program for collegiate women’s athletics. More details HERE.

Senior Director of Creative Strategy (University of Oklahoma / Norman, OK): This position is responsible for developing and managing the strategy, vision, and direction of the Oklahoma Athletics brand, including all external print, communications, and digital campaigns. More details HERE.

Chief Financial Officer (CFO) (Missouri Valley Conference / St. Louis, MO): The Chief Finance Officer (CFO) is a key member of the MVC senior leadership team and serves as a strategic partner to the Commissioner on all financial matters. More details HERE.

Director of Athletics (Menlo School / Atherton, CA): Menlo School, a leading private independent school in Atherton, California, seeks a mission-focused, inspiring, and strategic leader to serve as the next director of athletics. More details HERE.

Assistant Director of Marketing - Athletics (West Virginia University / Morgantown, WV): The Department of Athletics at West Virginia University is currently accepting applications for an Assistant Director of Marketing. More details HERE.

Assistant Athletic Director Ticketing (University of Northern Iowa / Cedar Falls, IA): Manages all related functions of ticketing for UNI Athletics; develops and executes event creation, programs, and maintains the ticketing system More details HERE.

Executive Director of Development, Athletics (California Polytechnic State University – San Luis Obispo / San Luis Obispo, CA): The Executive Director of Development will serve as the lead in the athletics program to identify, qualify, cultivate, solicit and steward alumni, parents, friends, foundations and corporations. More details HERE.

Assistant/Associate Athletics Director for Development (Fresno State / Fresno, CA): Full-time benefited position with The Bulldog Foundation (BDF). The BDF is the fundraising arm of Fresno State Athletics and provides alumni, fans & friends the opportunity to support Fresno State. More details HERE.

Ticket Sales & Operations Manager (University of Texas – El Paso / El Paso, TX): UTEP and its ticket partner Taymar is looking for a Ticket Sales and Operations Manager, that will oversee day to day ticket sales and operations. Manage all box office functions. More details HERE.

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