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

Edition #2

September 26, 2025

Welcome to CRO.ticker, Accelerated by Playfly, a new twice-weekly newsletter designed for Chief Revenue Officers, Chief Marketing Officers, External Relations leaders and those within athletic departments responsible for the financial health and brand growth of their institutions.

This new College.town property promises to deliver curated news, insight and analysis on topics directly related to the modern athletic department’s commercial success: revenue and sales strategy, marketing and brand innovation, sponsorship and media rights, the impact of technology on the fan experience and more.

CRO Jobs on CollegeSports.jobs... New opportunities at Arkansas (x2), Bradley, Bucknell, Cincinnati, Furman, Kansas, Michigan State, Oklahoma, Syracuse (x2), USF and Virginia from revenue-focused departments including business, development, communications/marketing and ticketing, below. Post your department-wide openings with CollegeSports.jobs, where thousands of administrators start their days and where tens of thousands of coaches get news and updates about their respective sports. Want unlimited job-postings for a year? Learn more about all job posting options HERE or contact jobs@wearecollegetown.com

Can you imagine a day when AI is setting your ticket prices? Determining and executing the strategy of your flash sales? Stratifying your customer base to deliver tailored offers….all on the fly? Washington Post Chief AI Officer Sam Han talks with Digiday’s Tim Peterson about his role and the role of Chief AI Officers in general and explains that AI going from a niche tool to a critical component of business and operations is when the Post determined his role was needed. “We want to reach 200M paying customers. How can you use AI to improve user engagement by providing AI-powered products? How can you use [AI to] help newsroom and businesses to improve their operations? And then at the same time, how can you use AI to optimize subscription revenue and advertisement revenue? That’s the core mission of [chief] AI officer.” One area where the paper has leaned into AI involves the dynamic paywall. Han explains: “We built a machine learning model called reinforcement learning and analyze a customer’s history in terms of engagement: how many times this customer saw free articles, how many times that customer saw the paywall [or registration] wall, [a person’s subscription churn history, an article value’s, etc.]. We put all these factors into consideration. And then the machine learning algorithm makes a decision for this customer. ... The best benefit of having that is no more meetings to decide what rules [to set as the basis for the paywall]. Thanksgiving sale’s coming up, how should we change the paywall rules to accommodate more subscription during the sales price? We will have meetings after meetings after meetings, and then the executive with the largest voice will win, right? That’s all gone now. It’s all driven by machine learning.” More from Han. (link)

Major League Baseball attendance numbers have begun trickling in for the 2025 season. The Los Angeles Dodgers will reach the 4M mark for the first time in franchise history, a milestone no team has achieved since 2008. The club generated $4.29M in ticket revenue last season for each regular-season home game. (link)

The New York Mets closed their 2025 home slate with a franchise Citi Field record of 3.182M fans (39,775 avg.; +38% YoY from 28,802), including 19 sellouts and 48 games with capacity over 40K. This season marks the first since 2009 the Mets have eclipsed the 3M mark. Drivers for this year’s attendance include the 15-year, $765M Juan Soto signing, last year’s playoff buzz, and an aggressive, data-led fan experience push, according to Newsday’s Anthony Rieber. Ballpark-related revenue, meanwhile, increased by 11.7% YoY to $146.5M. Despite a late-season swoon, demand held, with season-ticket renewals surpassing 90% for 2026. More. (link)

The Minnesota Twins sold a total of 1,768,728 tickets, the lowest full-season total in Target Field history by 32,400, replacing the 2022 campaign (1,801,128). The Twins averaged 22,108 fans per game, 24th out of 30 teams, though two of those teams are playing in MiLB stadiums. This year also marks the Twins’ lowest full-season attendance since 2000 at the Metrodome, when the team finished 69-93. (link)

The St. Louis Cardinals finished 2025 with an average attendance of 27,778 tickets sold per game, continuing a two-season decline. In total, there were 628,108 fewer tickets sold than last year, and that figure is down 991K from 2023. (link)

The Houston Astros eclipsed the 2.7M mark for the 13th time in franchise history. That's a 3.7% drop from last season when the AL West champs drew more than 2.8M to the ballpark and averaged 35,003 fans per game. This year's average attendance was 33,678. (link)

Margins of Victory, the CRO.ticker Podcast
Hosted by Loyola Marymount AD Craig Pintens, featuring in-depth conversations with revenue generators inside and outside of college athletics.

Episode 1: Maryland AD Jim Smith shares how he is approaching revenue generation as the Terrapins strive to compete with some of the highest-resourced programs in the Big Ten and the country. Topics included in the conversation:

➤ Market-Driven Pricing Analysis: Using the professional football teams in the market as a "benefit" to conduct a comprehensive pricing analysis.
➤ AI & Dynamic Pricing: Enhancing revenue streams using AI alongside a belief that dynamic pricing in college athletics is currently underutilized.
➤ Creating an Alumni "Fan Journey": Nurturing relationships over time, comparable to developing season ticket holders from single-game purchasers.

CLICK HERE for the episode or listen anywhere you get your podcasts.

This weekend’s Ryder Cup is being billed as one of the biggest sporting events in New York history, and SBJ’s Josh Carpenter outlines some of the reasons why. First, there will be more than 1.5M square feet of tenting across the property; a 60K-square-foot merchandise pavilion; triple-decker hospitality units along the first hole (a Ryder Cup first); and the grandstands at the first tee/18th green will seat 3,500, with 3,300 in general admission. Additionally, Omaha Productions will host an alt-cast “Breakfast at Bethpage” show on Friday, Saturday and Sunday mornings, just yards away from the first tee. The show will air on Peacock and YouTube, and PGA COO Jeff Price calls it a mashup of College GameDay and The Daily Show. General admission tickets went for $750 (including food/non-alcoholic drinks) and sold out in 48 hours, and secondary market tickets have eclipsed $1,300. There is also a A $10K per day (or $35K for Thursday-Sunday) VVIP Metro Club package which offers multiple hospitality spots, black car service, premium F&B, and exclusive gifts. The PGA even has a deal with Blade Helicopter that can take fans directly to Bethpage Black, starting at $1,250 per seat. (link)

Take a walk through (one side) of the aforementioned largest Ryder Cup merch store ever. (link)

Residents in the Long Island communities around Bethpage Black are cashing in on the Ryder Cup as well, as Airbnbs and Vrbos that were still available in the area were going for as high as $30K for the four nights bookending the three-day event. Front Office Sports’ David Rumsey: “Booked revenue for short-term rentals this week in Farmingdale, Babylon, Bayshore, Brookhaven, Huntington, Islip, Patchogue, and Smithtown totals $2.12M, which is up 345% compared to the same week last year. … Across Long Island, demand for short-term rentals is 87% higher than Sept. 23-28, 2024. In Farmingdale, specifically, the average nightly rate for the week is about $455, up 145% compared to last year. The impact the Ryder Cup is having on the Long Island short-term rental market is similar to what Augusta sees each April. Short-term rentals in the Augusta area accounted for $8.5M in booked revenue for the seven days surrounding The Masters this year, and an estimated $20M throughout the entire month of April. (link)

There are some logistical challenges that are unique to the Ryder Cup, however, as Director Bryan Karns explains to Front Office Sports’ David Rumsey: “The first is just the morning crowd. When we did this at the PGA Championship, on Friday morning, you might only have 3,000 to 4,000 people on-site before 10 a.m., because people are coming out more at lunch, late afternoon.” A later-arriving crowd means less focus on breakfast food and drink items, and Karns explains: “The Ryder Cup is a different spectrum, where by 10 a.m. you’ve got maybe 80% to 90% of the people on-site already.” Meanwhile, Rumsey notes that alcohol is still being sold at the premium prices one would expect for a major sporting event. Standard beer and wine options mostly start at $15, while transfusions and other golf-themed cocktails range between $17.50 and $19.50. Specialty cocktails from Ryder Cup sponsors like Elijah Craig bourbon and Tito’s vodka are also selling for $19.50. Brut champagne from Moët & Chandon is going for $22, while a mimosa costs $29. (link)

NFL Commissioner Roger Goodell praises the league’s partnership with YouTube, pointing specifically to the platform’s ability to reach a younger audience, adding: “I think there’s so many different directions that relationship will go, and it won’t be one, it’ll be many. Sunday Ticket has been a huge hit for them as well as for us.” According to CNBC’s Alex Sherman and Lillian Rizzo, sources say Sunday Ticket currently has between 2M and 5M subscribers, and Goodell notes: “It’s hitting a younger demographic. It’s the technology they bring. They’re changing the way people are watching sports, whether it’s multiview or just for creators. … I know everyone says kids don’t watch. That’s not true, in our experience. I think they may be watching with multiple screens or several devices. They’re watching their fantasy team or they’re watching some aspects of the game. But that’s fine. That’s what we do.” TKO COO Mark Shapiro believes that, going forward, burgeoning media partners like YouTube will only continue to claim share and boost media rights valuations. “Why hasn’t YouTube jumped in, in a big way, at this point? … Obviously, they are making money hand over fist. They’re running a business. It’s a destination for everyone. Forget there is no demo — it’s the world that’s their demo.” (link)

Taco Bell CEO Sean Tresvant shares the “magic formula” for the chain’s success while the rest of the fast food industry struggles: being a buzzy brand and culture, being a value brand, winning on digital (“If you’re not winning on this [phone], you’re not winning”) and innovation. More specifically, as other types of meat become more expensive, Taco Bell has embraced its chicken offerings, including chicken nuggets. In the last year, McDonald’s, Chipotle and Wendy’s have all launched chicken-focused campaigns. Sales at chicken restaurant chains have also remained high while burger chains have stalled. So, to stand out, Tresvant explains Taco Bell put their own twist on the nugget via the tortilla crust and unique sauces. Tresvant also points out that the brand traditionally sticks with sports, music and food as its touchpoints with consumers, including those in Gen Z, who Tresvant calls the “word-of-mouth brand ambassador, brand advocate that will drive your brand forward. And if you look at that, they are spending on brands that they care about. … You get them to keep caring by executing the magic formula.” (link)

The Wall Street Journal’s David Wainer notes that Coca-Cola and PepsiCo bought back their bottlers to tighten control over distribution 15 years ago. Afterward, Coca-Cola spun the business back out while PepsiCo kept it in-house. Now, an activist campaign is urging PepsiCo to follow Coca-Cola’s “asset-light” playbook by shedding bottling and distribution to refocus on brands. Coke’s focus since spinning the bottling/distribution business back out has paid off: North America operating margins hit 28.5% in 2024 versus 11.2% at Pepsi Beverages North America; Coke also spends more on advertising (~6% of sales vs. Pepsi’s ~4.4%), helping lift share (Pepsi-Cola’s blue can has slipped to No. 4 in U.S. soda behind Dr Pepper and Sprite). Meanwhile, PepsiCo’s stock is down roughly 20% over two years as Frito-Lay volume softens, while Coca-Cola is up 15%. Wainer: “Enter Elliott Investment Management, with a $4B stake and a blunt message: PepsiCo’s sprawl is no longer a strength but a liability.” The firm isn’t pushing a full breakup but wants PepsiCo to re-franchise bottling (today ~25% of U.S. beverage distribution is already independent) and prune slower brands, such as Quaker. (link)

The BetMGM Sportsbook at Nationals Park will close at the end of the season, and SBJ’s Mike Mazzeo points out that retail sportsbooks adjacent to stadiums in the U.S. have been closing in recent years as more than 95% of all legal sports betting in 2024 was conducted online. “Fanatics Sportsbook at Progressive Field shut down in April, two years after opening. The sportsbook lost just less than $230K in 2024, and took less than $20K worth of bets in 2025. The space was converted into a team apparel store. In 2023, BetMGM relocated from Great American Ball Park to a downtown Cincinnati location.” iCasino’s Ryan Butler adds some perspective: “There were no in-stadium US retail sportsbooks before 2018. Less than a decade later they may all be gone.” (link, link)

Federal Reserve Chair Jerome Powell delivered remarks about the state of the economy this week and noted that the Fed is in a tough spot, where the risks to inflation are to the upside and those to employment are to the downside. Powell reiterated that there is no risk-free path for policy at this point and offered no insight into what he and his colleagues might do at future meetings. Instead, Powell emphasized that there’s still a lot of uncertainty about how the economy will unfold and how it’ll react to various new policies, including on trade and taxes. Additionally, Powell explained that while there’s been a meaningful weakening in the labor market, some indicators point to stability there and it’s an “unusual kind of balance” where both demand for workers and the supply of them is lower. Regarding inflation, Powell says it looks like tariffs will drive a “one-time pass-through” rise in prices. The impact from tariffs so far has been smaller and later than what he had expected, but the question is how long that will remain the case. Fed officials have been cautious about cutting rates because inflation is not yet at the central bank’s 2% target. (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!) Office Manager/HR Coordinator (Virginia Athletics Foundation) (University of Virginia / Charlottesville, VA): The Office Manager/HR Coordinator champions office culture, human resources and front-line efforts for the Virginia Athletics Foundation (VAF) to ensure high quality engagement with all constituents. More details HERE.

(NEW!) Director of Student Athlete Endorsements, Brand Development and Activation (University of Kansas / Lawrence, KS): This role will lead strategies with Kansas student athletes to help further their brand and coordinate their schedules related to corporate endorsement opportunities. More details HERE.

(NEW!) Email Analyst - University of South Florida (Tampa, FL) (University of South Florida / Tampa, FL): This position is primarily responsible for overseeing the planning, prioritization, and coordination of digital communications across email and SMS. More details HERE.

(NEW!) Assistant Director - Content Creation (University of Arkansas / Fayetteville, AR): The Assistant Director - Content Creation role will produce video content with fan growth, revenue generation, and recruiting as the focus. More details HERE.

(NEW!) Director of Digital & Creative Services (University of Arkansas / Fayetteville, AR): The Director of Digital & Creative Services will lead and manage the entire Arkansas Creative department. More details HERE.

(NEW!) Athletics Advancement Writer (University of Cincinnati Foundation / Cincinnati, OH): Creates & implements a complete communications strategy for Athletics fundraising. This is part of the Strategic Communications team & works with UCATS fundraising & UC Athletics communications. More details HERE.

(NEW!) Associate Director of Graphic Design (University of Oklahoma / Norman, OK): This position contributes to the overall vision and goals of Oklahoma Athletics by creating storytelling and engaging content that creates compelling narratives through multimedia. More details HERE.

(NEW!) Associate AD for Athletics Development (Furman University / Greenville, SC): The Associate AD for Development is responsible for driving philanthropic growth for Furman Athletics. More details HERE.

(NEW!) Director of Creative Strategies (Bradley University / Peoria, IL): Assist Athletics Marketing and Communication Departments to further develop and execute the Bradley University Department of Intercollegiate Athletics storytelling strategy and social media presence More details HERE.

(NEW!) Senior Associate Athletic Director, Revenue Generation & Strategic Advancement (Bucknell University / Lewisburg, PA): The Senior Associate Director of Athletics, Revenue Generation & Strategic Advancement manages advancement operations for Bucknell Athletics & Recreation More details HERE.

(NEW!) Associate Director of Development, Special Events and Stewardship (Syracuse University / Syracuse, NY): Responsible for directing all `Cuse Athletics Fund events, both locally in Syracuse and Central New York as well as regional events throughout the country. More details HERE.

(NEW!) Assistant Athletic Director for Annual Fund & External Sales (Syracuse University / Syracuse, NY): The Assistant Athletics Director for Annual Fund and External Sales will provide oversight for all CAF annual fund operations with a focus on growing our philanthropic pipeline and grass-roots efforts More details HERE.

(NEW!) Executive Senior Associate Athletics Director, Chief Business Officer (Michigan State University / East Lansing, MI): Oversee business operations and manage the financial strategy including oversight of strategic projects, long-range planning, and analytics. More details HERE.

Associate Director of Creative Video Services (Louisiana Tech University / Ruston, LA): Produce innovative and engaging content that elevates the visibility of Louisiana Tech’s 16 Division I sports programs. More details HERE.

Associate AD – Director of Athletic Development (Old Dominion University / Norfolk, VA): This position oversees the day to day operations of the athletic fundraising team including planning, organizing and implementing the Athletic Annual Fund campaign and supervises 3 positions. More details HERE.

Associate AD of Marketing and Creative Services (United States Air Force Academy / Colorado Springs, CO): Responsible for leadership, vision, strategic planning, brand enhancement and the daily operations of athletic marketing and creative departments. Oversight of all athletic marketing activities More details HERE.

Assistant Director of Financial Affairs (Bowling Green State University / Bowling Green, OH): Manages accounting system for all Athletic Foundation accounts and the transactions pertaining to business travel. Responsible for analyzing monthly reports and distribution of financial information. More details HERE.

Assistant AD Trademarks and Licensing (University of Alabama / Tuscaloosa, AL): Provides overall management of UA's Trademark Licensing Program. Develops new and innovative concepts for trademark licensing, while establishing strategic direction for the licensing program. More details HERE.

Assistant Director of Sports Brands & Communications (University of Southern California / Los Angeles, CA): Responsible for all content related to designated sports to elevate and promote the USC Athletics brand, public relations, and sports information efforts More details HERE.

Director of Videoboard Operations (University of Arkansas / Fayetteville, AR): The Director of Videoboard Operations will be the lead point of contact for all matters relating to video production for the Broadcast Services department. More details HERE.

Assistant Athletic Director, Communications (University of Pittsburgh / Pittsburgh, PA): The Assistant Athletic Director, Communications has direct oversight of several full-time strategic communications professionals and manages the day-to-day communications of the MBB program. More details HERE.

Web & App Project Manager (University of Wisconsin / Madison, WI): Manage and optimize UWBadgers.com and the Badgers app to enhance fan experience, drive engagement, and support marketing goals through digital strategy, analytics, and innovation. More details HERE.

109897 - Assistant Director of Football Creative Media (Clemson University / Clemson, SC): Produces video, photo, and creative content for the football program to enhance the program's brand, recruit prospective student-athletes, and vividly communicate to the program's many constituents. More details HERE.

Assistant Athletic Director for Development (University of Southern Mississippi / Hattiesburg, MS): This position is responsible for managing key components of a comprehensive fundraising program, with direct accountability for identifying, cultivating, soliciting, and stewarding prospective donors. More details HERE.

Assistant Director of Communications - Communications (University Athletic Association, Inc. at the University of Florida / Gainesville, FL): Assists with promotional aspects of and develops communication plan and public relations initiatives for assigned sport(s). Collaborates on editorial content for FG.com and social media outlets. More details HERE.

Intern Assistant Learning Specialist - Hawkins Center (University Athletic Association, Inc. at the University of Florida / Gainesville, FL): Works with student-athletes that have learning disabilities and ADHD. Assists in screening evaluations/referrals for assessment. Offers learning strategies. Refers students to campus resources. More details HERE.

Executive Associate Athletic Director for External Relations (Monmouth University / West Long Branch, NJ): Monmouth is seeking applications for an Executive Associate Athletic Director for External Relations to plan, develop, and execute Monmouth’s communications, media relations, and PR strategy. More details HERE.

Assistant/Associate Director of Development, Major Gifts (University of Tennessee / Knoxville, TN): The Assistant or Associate Director is responsible for building and developing credible/sustainable relationships to generate financial support for the Tennessee Athletics department. More details HERE

Senior Associate Director of Athletics for External Relations (Princeton University / Princeton, NJ): This senior leader will oversee the external relations team that includes marketing, branding, ticketing, communications & multimedia and will serve as sport administrator for several varsity sports. More details HERE.

Account Executive for Ticket Sales (University of North Texas / Denton, Texas, TX): Assist with creating and executing results driven sales strategy focused on revenue generation and ticket sales, including full season, half season, single game, group, club, suite sales. More details HERE.

Assistant Athletic Director, Advancement - Annual Giving (Hampton University / Hampton, VA): The Assistant Athletic Director for Advancement – Annual Giving is responsible for developing, executing, and managing a comprehensive annual giving program to support Hampton University Athletics. More details HERE.

Associate Athletic Director, Advancement - Major Gifts (Hampton University / Hampton, VA): The Associate Athletic Director for Advancement – Major Gifts role involves developing, managing, and executing a comprehensive fundraising strategy focused on major gifts. More details HERE.

Assistant Athletic Director for Information Technology (Florida State University / Tallahassee, FL): Responsible for providing leadership and administrative direction to the Intercollegiate Athletic Program Information Technology department More details HERE.

Senior Account Executive, Ticket Sales and Service (University of Texas – Austin / Austin, TX): Purpose This position is responsible for driving ticket sales, managing customer relationships, and supporting game day operations while ensuring compliance with university and NCAA policies. More details HERE.

Assistant Director, Alumni Engagement (University of Texas – Austin / Austin, TX): Develop and implement strategies to engage former student-athletes, fostering their ongoing involvement with the T-Association and strengthening their connection to the University. More details HERE.

Assistant Director for Donor Engagement & Stewardship (Colorado State University / Fort Collins, CO): The Assistant Director for Donor Engagement & Stewardship plays a central function in cultivating long-term donor relationships through storytelling, recognition, and personalized engagement. More details HERE

Assistant Director, Athletic Social Media Strategy & Revenue Generation (Auburn University / Auburn, AL): Turn passion into impact—lead our Auburn University Athletics social media with purpose and power. More details HERE.

Assistant Director, NIL Graphic Design & Branding (Auburn University / Auburn, AL): Create. Inspire. Lead. Be the creative force behind Auburn’s NIL success. More details HERE.

Assistant Director, Ticket Sales (Long Beach State University / Long Beach, CA): Responsible for driving revenue by boosting season ticket, group, and event sales through outreach, strategy, and fan engagement, supporting Long Beach State Athletics’ goals and game-day experience. More details HERE.

Director of Spirit Squads and Community Engagement (University of Oklahoma / Norman, OK): Responsible for the overall leadership, direction, and administration of the university's spirit teams. 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

Director of Marketing Athletics (University of Wyoming / Laramie, WY): This position creates and implements fan cultivation strategies and tactics through a variety of marketing strategies for assigned sports. More details HERE

Assistant Director, Athletic Communications (University of California – Berkeley / Berkeley, CA): Seeking to fill a crucial Athletic Communications position as the primary contact for rugby and men’s and women’s golf, and other duties as assigned. JOB ID 81176 More details HERE.

Staff Accountant - Accounts Receivable (Army West Point / West Point, NY): Primarily focus on account receivables, cash receipts, daily bank activity reconciliations, purchase orders, cash & travel advances, United States Military Academy and related party transactions. More details HERE.

Assistant Director of Creative Video (University of Dayton / Dayton, OH): Join the dynamic team and help tell the inspiring stories of our student-athletes! This exciting role combines your creative vision with cutting-edge technology to create high-level video content! More details HERE.

Account Executive, Department of Athletics (R0008225) (Wake Forest University / Winston-Salem, NC): The Account Executive is responsible for revenue generation through Men’s Football/Basketball tickets sales and portfolio of annual fund prospects. More details HERE.

Assistant Athletic Director of Development (Creighton University / Omaha, NE): The Assistant Athletic Director provides philanthropic support for Creighton Athletics. Responsibilities include annual and major gift discovery, cultivation and solicitation. More details HERE.

Coordinator, Athletics Friends Groups & Athletics Advancement (Princeton University / Princeton, NJ): We are looking for a dynamic team member to assist our Athletics Advancement team with Friends Groups' communications, event planning, donor stewardship, fundraising along with other key priorities. More details HERE.

Director of Digital Services and Broadcast Services (Pepperdine University / Malibu, CA): The Director of Digital Strategy & Broadcast Operations is a senior leader within Pepperdine Athletics, responsible for setting the vision & execution of all digital, video, & broadcast initiatives. More details HERE.

Associate Director, Development Stewardship (Georgia Tech / Atlanta, GA): The position provides support to the Athletics Development Team and interacts regularly with the Director of Athletics and executive team members. More details HERE.

Assistant Director of Social Media & Digital Strategy (Kansas State University / Manhattan, KS): K-State Athletics is hiring an Assistant Director of Social Media & Digital Strategy to manage digital output and generate daily social media content for all K-State Athletics teams. More details HERE.

Senior Associate Athletic Director of Development (Florida International University / Miami, FL): The Senior Associate Athletic Director serves as the chief fundraising and solicitation officer for the FIU Intercollegiate Athletics program. More details HERE.

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