Bloomberg Surveillance · Saturday, September 19, 2026
US colleges with major basketball and football programs are seeking new revenue sources to fund player compensation and are undertaking significant renovations or building new sports arenas. This trend is exemplified by the University of Kansas, which received a $300 million donation for stadium improvements, focusing on premium seating and enhanced fan experiences to generate income.
“For schools with big basketball or football programs, Janet, they're looking for new revenue sources because we're in this new era of paying college players.”
“They are borrowing a page from the professional sports, and that's because they're paying players and they're generating revenue to find money to pay them. The new trend is building or renovating the sports arenas. You're seeing that at major colleges, including Kansas.”
“Not a football powerhouse, but David Booth gave them $ 300 million to try to make the stadium better.”
“Premium seats. Fancy experiences, things that charge a lot of money and bring in more money to pay those players.”