SEC commissioner Greg Sankey tackles expansion, finding new revenue streams in CBS Sports interview
The SEC's top official tackled many of college football's toughest issues in a wide-ranging interview with CBS Sports, which began with questions about actual (!) football
USATSI DALLAS -- SEC Commissioner Greg Sankey is set on charting a steady course for his conference despite the turbulent winds facing college athletics. A recent court ruling awarded players a share of the revenues generated by college sports, leading to an anticipated $22 million increase in annual athletic budgets for major universities. Across the nation, various strategies are being explored to address this newfound financial pressure.
Private equity is becoming part of the discussion, and conferences are expanding their memberships to bolster financial stability. The ACC finds itself in a legal battle with Clemson and Florida State as those schools contemplate leaving the conference. Meanwhile, the Big 12 is investigating a groundbreaking strategy: selling naming rights to a corporate sponsor to secure hundreds of millions of dollars to support athlete compensation.
These dramatic changes began taking shape three years ago during SEC Media Days in Hoover, Alabama, when news broke about Oklahoma and Texas poised to leave the Big 12. The subsequent ripple effect ultimately weakened the Pac-12 and transformed the Big Ten and ACC into coast-to-coast conferences. While the addition of two historically significant programs is a major move for the SEC, it is not the only one. Sankey is considering implementing a nine-game conference schedule to enhance revenue and better position the SEC within the new 12-team College Football Playoff format. The conference remains vigilant regarding developments within the ACC.
"We're a national conference with a regional identity," Sankey stated. "While we can't dismiss any possibilities, I believe our approach has been appropriate, and our decisions are justified in light of the past three years. We’re not just reacting; we’re proactively focusing on our 16 institutions while being aware of our surroundings."
This was just one of many topics Sankey discussed in an extensive interview with CBS Sports at SEC Media Days. Below are key excerpts from the conversation, which has been edited for length and clarity.
CBS Sports: Let's start by discussing football. Is the SEC the strongest league in the country this year?
Greg Sankey: Absolutely. It’s still July, and everyone’s feeling optimistic, but we were the deepest league last year, with one new team (Texas) landing in the top four and the other (Oklahoma) in the top twelve. So, yes, I believe we are the deepest.
CBS: Other conferences have a reputation for specific strengths, such as quarterbacks or defenses. What defines the SEC’s identity this year?
GS: I haven't focused on specific rosters yet. The SEC is characterized by its overall commitment to football and the incredible environments that surround our games. It’s really about the holistic experience we offer.
CBS: Do you believe Georgia should have been part of the CFP last season?
GS: The selection model made that difficult. However, assessing the strength of Georgia's team suggests that they certainly were among the top four. Last year demonstrated that the current model needs reevaluation, as many teams had strong cases for inclusion.
CBS: You've previously emphasized the SEC's geographic footprint. With other power conferences expanding nationwide, could you see a time when geography is less important for the SEC?
GS: Based on our recent discussions, I don’t foresee that happening. Our leadership is committed to understanding our identity and what makes us special, and there hasn't been a movement toward expansion in that direction.
CBS: Given the chaos in college athletics, do you find it concerning to see teams like Florida State and Clemson suing their conference?
GS: While I didn't expect these institutions, which have influenced decision-making, to take such legal steps, they have the right to do so. We’ll see where it leads.
CBS: Reports suggest your coaches anticipate sharing around $15 million with football players under a new revenue-sharing model. What are your thoughts on this?
GS: It's premature to make those predictions. We need to finalize our internal discussions before making any public statements.
CBS: Can you legally base future revenue-sharing models on the expectations outlined in the House vs. NCAA lawsuit?
GS: That remains to be determined. We’ll need clarity on how these potential models are presented and interpreted by the courts.
CBS: Is it likely the revenue-sharing model will be decided before August 2025?
GS: It’s still uncertain.
CBS: Could we see a delay until 2026?
GS: I don’t foresee that at this point.
CBS: The SEC is contemplating moving from eight to nine conference games. How much does the new 12-team College Football Playoff influence this decision, alongside the need for revenue?
GS: There are multiple factors; we've been considering this since 2018. We must analyze our structure, wait for insights from the expanded College Football Playoff, and assess overall fairness and competitiveness.
CBS: With conferences looking for new revenue streams, would the SEC ever consider a title sponsor for its name?
GS: Based on our fans' reactions, I don’t see that happening. Our membership isn’t pursuing that approach.
CBS: Some contend that such a move could undermine the spirit of college athletics.
GS: I considered that in the past without seeing significant interest. Our connection to our name is still meaningful, reflecting our regional identity.
CBS: Regarding potential sponsorships on jerseys, what’s your take?
GS: I think we’ll start seeing sponsorships on playing surfaces. However, we need to manage these initiatives carefully to maintain our identity. All decisions should be interconnected, and we need a coordinated approach rather than just isolated actions.
Private equity is becoming part of the discussion, and conferences are expanding their memberships to bolster financial stability. The ACC finds itself in a legal battle with Clemson and Florida State as those schools contemplate leaving the conference. Meanwhile, the Big 12 is investigating a groundbreaking strategy: selling naming rights to a corporate sponsor to secure hundreds of millions of dollars to support athlete compensation.
These dramatic changes began taking shape three years ago during SEC Media Days in Hoover, Alabama, when news broke about Oklahoma and Texas poised to leave the Big 12. The subsequent ripple effect ultimately weakened the Pac-12 and transformed the Big Ten and ACC into coast-to-coast conferences. While the addition of two historically significant programs is a major move for the SEC, it is not the only one. Sankey is considering implementing a nine-game conference schedule to enhance revenue and better position the SEC within the new 12-team College Football Playoff format. The conference remains vigilant regarding developments within the ACC.
"We're a national conference with a regional identity," Sankey stated. "While we can't dismiss any possibilities, I believe our approach has been appropriate, and our decisions are justified in light of the past three years. We’re not just reacting; we’re proactively focusing on our 16 institutions while being aware of our surroundings."
This was just one of many topics Sankey discussed in an extensive interview with CBS Sports at SEC Media Days. Below are key excerpts from the conversation, which has been edited for length and clarity.
CBS Sports: Let's start by discussing football. Is the SEC the strongest league in the country this year?
Greg Sankey: Absolutely. It’s still July, and everyone’s feeling optimistic, but we were the deepest league last year, with one new team (Texas) landing in the top four and the other (Oklahoma) in the top twelve. So, yes, I believe we are the deepest.
CBS: Other conferences have a reputation for specific strengths, such as quarterbacks or defenses. What defines the SEC’s identity this year?
GS: I haven't focused on specific rosters yet. The SEC is characterized by its overall commitment to football and the incredible environments that surround our games. It’s really about the holistic experience we offer.
CBS: Do you believe Georgia should have been part of the CFP last season?
GS: The selection model made that difficult. However, assessing the strength of Georgia's team suggests that they certainly were among the top four. Last year demonstrated that the current model needs reevaluation, as many teams had strong cases for inclusion.
CBS: You've previously emphasized the SEC's geographic footprint. With other power conferences expanding nationwide, could you see a time when geography is less important for the SEC?
GS: Based on our recent discussions, I don’t foresee that happening. Our leadership is committed to understanding our identity and what makes us special, and there hasn't been a movement toward expansion in that direction.
CBS: Given the chaos in college athletics, do you find it concerning to see teams like Florida State and Clemson suing their conference?
GS: While I didn't expect these institutions, which have influenced decision-making, to take such legal steps, they have the right to do so. We’ll see where it leads.
CBS: Reports suggest your coaches anticipate sharing around $15 million with football players under a new revenue-sharing model. What are your thoughts on this?
GS: It's premature to make those predictions. We need to finalize our internal discussions before making any public statements.
CBS: Can you legally base future revenue-sharing models on the expectations outlined in the House vs. NCAA lawsuit?
GS: That remains to be determined. We’ll need clarity on how these potential models are presented and interpreted by the courts.
CBS: Is it likely the revenue-sharing model will be decided before August 2025?
GS: It’s still uncertain.
CBS: Could we see a delay until 2026?
GS: I don’t foresee that at this point.
CBS: The SEC is contemplating moving from eight to nine conference games. How much does the new 12-team College Football Playoff influence this decision, alongside the need for revenue?
GS: There are multiple factors; we've been considering this since 2018. We must analyze our structure, wait for insights from the expanded College Football Playoff, and assess overall fairness and competitiveness.
CBS: With conferences looking for new revenue streams, would the SEC ever consider a title sponsor for its name?
GS: Based on our fans' reactions, I don’t see that happening. Our membership isn’t pursuing that approach.
CBS: Some contend that such a move could undermine the spirit of college athletics.
GS: I considered that in the past without seeing significant interest. Our connection to our name is still meaningful, reflecting our regional identity.
CBS: Regarding potential sponsorships on jerseys, what’s your take?
GS: I think we’ll start seeing sponsorships on playing surfaces. However, we need to manage these initiatives carefully to maintain our identity. All decisions should be interconnected, and we need a coordinated approach rather than just isolated actions.