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

Edition #36

February 3, 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 Tuesday, February 3, and here are three ideas to keep in mind as you read today's CRO.ticker:

➤ Two Paths for Development: In the race for sports-anchored real estate, capital sources offer distinct trade-offs. Institutional investors provide massive scale within rigid parameters, while family offices offer the "long view" and flexibility.

➤ The DNA of Monetization: Southwest’s shift to assigned seating proves that massive revenue growth often comes from optimizing existing assets. By providing customers the "ability to buy up" to the experience they want, leaders can drive margins straight to the bottom line.

➤ The Tax of Innovation: Being a pioneer means being a target for imitation.When competitors copy your social media and marketing strategies, it validates your success, but it also forces a constant, difficult "raising of the bar" to maintain your competitive edge.

➤ Lots more!

COST BENEFIT ANALYSIS...

SBJ's Bret McCormick breaks down the influx of new capital flooding the "void" between the sports and real estate industries, categorizing investors into family offices, private equity, hybrids, and REITs. McCormick notes that family offices align well with sports owners due to their "long view" and community focus, while private equity firms operate on much shorter seven- to 10-year return horizons but are increasingly hiring real estate experts to bridge the gap. Here’s more of what you need to know…

➤ "Hybrid" models like Momentous Sports—backed by Magnolia Hill Partners and former star athletes like Tim Tebow and John Elway—are emerging specifically to target this "thematic investment" niche, with CEO Marley Hughes noting: “The reason we launched Momentous is because we wanted both team and real estate and it was really hard, near impossible. Nobody was focusing on both thematically.” Meanwhile, REITs remain an imperfect fit for development due to a preference for stabilized assets, though Vici Properties is reportedly eyeing college athletics projects.

➤ Machete Group Founder/Managing Partner David Carlock: “Institutional capital tends to need to invest within a predefined set of investment parameters based on how they raised money in the first place. It doesn’t preclude institutional capital, but does make it a tougher fit [for sports real estate]. If you’re a family office that doesn’t have the same kinds of restrictions, then that’s a much more likely source of capital. They’d look at this and think, ‘I don’t have any rules that preclude me.’” (link)

IT Brew’s Eoin Higgins examines the massive cybersecurity threat surface-facing venue operators for 2026 tentpole events like the Super Bowl, Winter Olympics, and World Cup face, describing them as "living digital experiences" laden with biometric and digital payment vulnerabilities. Optiv Chief Information Security Officer (CISO) Rob Gregory warns the checklist for IT pros is daunting, explaining: “In addition to vetting the vendors and technology that they’re using, the payment processor that they’re leveraging, they validated that that vendor has the correct credentials like PCI compliance and other third-party attestations. They know when their customers are using those mobile payment apps, that those services are secure, and their customer data and their own data, being a vendor themselves, are protected.” The Cybersecurity and Infrastructure Security Agency (CISA) in December issued new guidance for stadium and arena owners to keep venues safe and secure by recommending risk assessments, and CISA Executive Asst. Director for Infrastructure Security Steve Casapulla says: “By sharing threat intelligence, risk mitigation strategies, and other vital information, we strengthen our collective ability to anticipate and respond to potential disruptions.” (link)

Case Study: How Oklahoma Set the Standard for CFP Gameday Atmosphere

Tasked with a 12-day turnaround for the program’s first-ever on-campus College Football Playoff game, Oklahoma executed a "kitchen sink" marketing strategy that leveraged the absence of standard postseason sponsorship inventory to prioritize fan spectacle.

➤ The department built three distinct budget scenarios based on potential kickoff times, allowing for instant execution once the bracket was revealed.

➤ The resulting atmosphere featured drones and lasers as part of 24+ gameday enhancements designed to wow a national audience.

➤ Leadership leveraged a personal connection to secure a live appearance by 50 Cent after noticing student-athletes had adopted "Many Men" as their late-season anthem—a pivot that turned the fourth quarter into a viral brand moment.

The result of the collaborative effort was a masterclass in brand storytelling that set a new standard for on-campus CFP gameday atmosphere. Dive deeper into the details of the planning process and the spectacular result: NACMA Insights: Case Study Series >>

PROFIT & PERFORMANCE

Southwest Airlines officially launched its assigned-seating model last Tuesday, a strategic pivot aimed at quadrupling 2026 earnings after lagging behind rivals like Delta ($3.8B profit) and United ($3.5B profit) last year. CEO Bob Jordan, who described the shift as "the ability for folks to buy up to the product that they want," projects the move—along with bag fees and extra-legroom upsells—will elevate the carrier from midpack margins to top-of-industry performance. The Wall Street Journal’s Dean Seal: “Executives acknowledge that the strategy shift fundamentally changes Southwest’s DNA. The move to assigned seating required 18 months of changes to booking systems, internal procedures and planes to allow space for passengers to stretch their legs even more. Still, executives said Southwest isn’t spending much to implement the changes for assigned seating: Costs totaled around $38M. The extra revenue derived from seat-selection fees ‘falls straight to the bottom line,’ according to Andrew Watterson, Southwest’s chief operating officer.” (link)

Huddle Up publisher Joe Pompliano investigates the algorithmic engine behind U.S. sportsbooks, revealing that operators collectively spend over $1B annually on R&D to segment users into "Sharps" and "Whales" immediately upon account creation. With data showing the top 10% of bettors generate 80% of industry revenue, sportsbooks utilize AI to track granular metrics—most notably Closing Line Value (CLV)—to identify and limit skilled traders via "stake factoring." Pompliano explains the “limiting process typically works like this: Detection: The algorithm flags consistent CLV, early betting, or unusual patterns; Soft limits: maximum bet sizes are quietly reduced on specific markets; Expanded Limits: restrictions start to spread to additional bet types; Hard Limits: The account gets restricted to tiny stakes ($5-$25) across all markets; Unofficial Ban: the account is technically still open, but functionally unusable.” Conversely, algorithms target profitable losers with push notifications for high-margin products like parlays (which carry a 20-25% hold vs. 5-6% for straight bets). Pompliano concludes that despite legislative threats like the SAFE BET Act, the business model is built on granular discrimination: "Sportsbooks aren't designing algorithms to make sports more fun. They’re designing them to separate the winners from the losers — and then make sure the losers keep losing." (link)

The Detroit Pistons' ascent to the top of the Eastern Conference (36-12) has sparked a "record-setting year" for business operations, driving a 32% surge in sponsorship revenue and the signing of 18 new corporate partners across local sectors like auto and dining, according to Crain’s Detroit Business’ Jay Davis. Pistons CRO Dan Lefton reports the team now manages 90 corporate partners—up 40 from five years ago—while maintaining a renewal rate exceeding 90%, with every renewing partner increasing their financial commitment on average deals of three to five years. Lefton also emphasizes the team watches the partner count "carefully to avoid oversaturation" as they leverage increased national visibility and renewed corporate confidence. (link)

SOCCER'S BURGEONING BUSINESS

FIFA is charging up to $300 per matchday for parking passes at 2026 World Cup games in Los Angeles—more than the cost of some actual match tickets—for spots located over a mile from SoFi Stadium, The Athletic's Henry Bushnell reports. A FIFA spokesperson defended the pricing as "based on local market conditions and benchmarking against comparable major events," though the minimum parking price across seven U.S. venues is $75, which exceeds the cost of a Category 3 group-stage ticket at the 2022 Qatar World Cup. The scarcity is driven by security perimeters that push parking further out; for example, Kansas City's Arrowhead Stadium will have only 4K spots available for ticket holders compared to the usual 20K for Chiefs games. Bushnell: A “FIFA spokesperson, beyond confirming that spots will be outside security perimeters, noted that plans were still ‘evolving,’ and wrote: ‘Additional details, including parking maps and operational layouts, will be shared in due course.’” (link)

Eastbourne Borough FC Chairman Simon Leslie joined the Sports Geek podcast to discuss his strategy of transforming a National League South (sixth tier) club into a global brand, utilizing a digital-first approach modeled after the "Wrexham effect." Here are the main takeaways from Leslie…

➤ On the explosive growth of merchandise: "This was a club when I took over that sold 57 kits I think in the year that I took over. We're now selling thousands. ... We've overtaken most of the League Two and League [One clubs], we’ve got the social following of Championship clubs who've been around for hundreds of years."

➤ On the pressure to constantly innovate: "All the things that you pioneer others copy, and I think that's a pretty good place to be in that it means you're doing something right. ... But the problem is every time someone copies something you do, you’ve got to raise your bar up again and you’ve got to raise your game again and it's difficult. You know, they're all copying our social media. They're all copying all the things that we're doing."

➤ On the disconnect between business logic and sport: "I was driving to the game on Saturday thinking on paper we look great. It's a good team. We've really improved it. But we don't play on paper. ... You can make it up in business. You can't make up those three points in sport. That's the only real difference." (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!) Director of Marketing - Athletics (Rice University / Houston, TX): This position plays an integral role in driving revenue and attendance for the Department of Athletics. More details HERE.

(NEW!) Assistant Director of Video Production (University of Washington / Seattle, WA): Washington Athletics has an outstanding opportunity for an Assistant Director of Video Production to join their team. More details HERE.

(NEW!) TCU Athletics Marketing Graduate Assistant (Texas Christian University / Fort Worth, TX): Responsibilities and opportunities may include, but are not limited to: Assisting the Athletics Marketing Staff in various promotions and marketing efforts for all 21 TCU Intercollegiate Sports. More details HERE.

(NEW!) Assistant Director of Video Operations (Utah State University / Logan, UT): Member of the Pac-12 Conference, is seeking applications for the position of Assistant Director of Video Operations. This is an exempt, full-time position with full University benefits. More details HERE.

(NEW!) Major Gifts Officer (Tiger Athletic Foundation (LSU) / Baton Rouge, LA): TAF is seeking a Major Gifts Officer to cultivate and secure major donors in support of LSU Athletics, managing a territory-based portfolio to secure capital, endowment, and planned gifts. More details HERE.

(NEW!) Assistant Director, Grizzly Scholarship Association (University of Montana / Missoula, MT): The Assistant Director assists in the day-to-day operations of the GSA. This position will provide our donor base with exceptional customer service and efficient communication. More details HERE.

Associate Director, Business and Finance (University of California – Santa Barbara / Santa Barbara, CA): Perform financial accounting, reporting, procurement, travel, game contracts, and other business operations. Ensure compliance with NCAA, Big West Conference, and University policies and regulations. More details HERE.

Assistant Director of Ticket Operations (University of Oregon / Eugene, OR): The Assistant Director of Ticket Operations oversees all ticketing operations for women’s basketball (approximately 18 home games annually) and baseball (approximately 40 home games annually). More details HERE.

Director Of Advancement (University of Wisconsin – Milwaukee / Milwaukee, WI): The Gift Officer I - Director of Advancement - identifies and cultivates relationships with donor prospects at major, principal and/or estate giving levels, develops and implements fundraising plans More details HERE.

Assistant Director - Athletics (University of California – Los Angeles – UCLA / Los Angeles, CA): Under the direct supervision of the Director, provide overall responsibility for allocation of Athletic season and single event tickets. More details HERE.

Senior Associate Athletic Director for Financial Affairs (University Staff Professional 3) (University of Connecticut / Storrs Mansfield, CT): This position will be responsible for assisting the Director of Athletics with key financial decisions and serve as a member of the athletic department executive team. More details HERE.

Development Associate (University of Illinois Chicago / Chicago, IL): Development Associate advances UIC Intercollegiate Athletics by planning and executing fundraising strategies; cultivates, solicits, and stewards donor support to enhance student-athlete success. More details HERE.

Executive Senior Associate Athletic Director and Senior Woman Administrator (Rice University / Houston, TX): This position is responsible for coordinating, administering, and evaluating assigned sports, overseeing designated administrative areas, and representing Rice at conference and national meetings. More details HERE.

Senior Associate Athletic Director, Executive Director of Cougar Pride (University of Houston / Houston, TX): Leads all athletic fundraising efforts, overseeing major, annual, premium seating, and sport-specific giving while collaborating with senior leaders to maximize revenue and engagement. More details HERE.

Executive Senior Associate Athletic Director/Chief Branding Officer (University of Houston / Houston, TX): Reporting to the VP for Athletics, the Chief Brand Officer leads all brand, marketing, communications, and content for UH Athletics, driving fan engagement, partnerships, and revenue growth. More details HERE.

Senior Director of Digital Strategy (United States Air Force Academy / Colorado Springs, CO): Oversee and lead the department in the development, coordination and implementation of strategic social media campaigns to promote Air Force Athletics More details HERE.

Coordinator/Assistant/Associate Director of Donor Experiences (Virginia Athletics Foundation) (University of Virginia / Charlottesville, VA): An integral role for event planning and execution, stewardship initiatives, and premium services within the Virginia Athletics Foundation (VAF) to enrich the donor experience through events. More details HERE.

Assistant Director of Development (United States Air Force Academy / Colorado Springs, CO): AFAAC seeks an Assistant Director of Development to further philanthropic support. Will assist with the strategic execution and management of a comprehensive annual giving program for AF Athletics. More details HERE.

Associate/Director - Events and Donor Relations (University of New Mexico / Albuquerque, NM): Supports the strategic fundraising efforts of the University of New Mexico Athletics department & the Lobo Club by assisting with the planning, development, and implementation of fundraising programs. More details HERE.

Manager/Football Content and Strategy (University of New Mexico / Albuquerque, NM): The candidate will primarily be video focused and execute creative ideating, project management and social media content calendar for the University of New Mexico Football program. More details HERE.

Account Executive, Ticket Sales (Texas Tech University / Lubbock, TX): Responsible for providing effective customer service for all internal and external customers by using excellent, in-depth knowledge of products and programs as well as communicating with team members More details HERE.

(Director of Digital and Email Marketing, Department of Athletics (Wake Forest University / Winston-Salem, NC): The primary responsibilities include managing and supporting customer relationships through the creation, management and execution of strategic fan communications. More details HERE.

Assistant / Associate AD for Business Operations (University of Northern Colorado / Greeley, CO): This position oversees financial structure and stability of the athletic department. More details HERE.

Associate Vice President of Ticketing Revenue (University of South Florida / Tampa, FL): Provide executive leadership for ticket operations, CRM, and business analytics at the University of South Florida. More details HERE.

Assistant Director of Development, Annual Giving (Penn State / University Park, PA): Penn State is currently seeking an Assistant Director of Development, Annual Giving in assisting in the efforts to encourage and increase participation and annual support of funds for the University More details HERE.

Assistant Athletic Director, Season & Group Sales (Florida International University / Miami, FL): Manages & implements season & group ticket sales, mini plans, groups individual ticket sales. Develops, implements, and ensures compliance with FIU policies and procedures for intercollegiate athletics More details HERE.

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.

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.

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.

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.

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.

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.

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.

(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.

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.

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.

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.

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.

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.

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.

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.

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.

Contact CRO.ticker

Unsubscribe

CRO.ticker, Louisville, KY 40207 USA