Break the Status Quo: Unlock New Campus-Wide Revenue and Strategic Partnership Opportunities

J. Michael Gower – Rutgers, The State University of New Jersey

Mark Devine – MPM Advantage

Higher education institutions are facing structural financial pressure: flat or declining enrollment in certain markets, rising labor and operating costs, infrastructure demands, and growing expectations from students and stakeholders. For many universities, traditional revenue sources such as tuition, endowment draw, and philanthropy are no longer sufficient to support institutional ambitions.

This session explores how institutions can break from traditional budget models and develop comprehensive, campus-wide strategies aligned with institutional priorities that generate incremental, recurring revenue.

Rather than viewing revenue generation as siloed within athletics, advancement, or auxiliary services, leading institutions are taking an enterprise approach. Presenters will share practical frameworks and case studies illustrating how universities have:

  • Coordinated institutional purchasing power and brand assets to create campus-wide corporate partnerships.
  • Developed naming rights and bundled agreements that extend beyond athletics into academic, student life, and facility initiatives.
  • Reframed traditional procurement processes, shifting from a “Request for Proposal” mindset to a “Request for Partnership” approach that prioritizes long-term strategic relationships and shared value.
  • Evaluated governance models, including LLC or subsidiary structures, to streamline revenue generation while managing risk and compliance.

Athletics may serve as a catalyst at some institutions, while at others, strategic procurement alignment, vendor consolidation, and institutional brand partnerships create meaningful opportunities. The framework applies across institutional size, mission, and competitive level.

Attendees will leave with an enterprise revenue framework adaptable to institutions of varying size, mission, and competitive level.

Learning Objectives

  • Analyze institutional revenue concentration and identify opportunities for diversified, non-tuition income streams.
  • Evaluate campus-wide partnership and naming rights strategies that align with academic, student life, and operational priorities.
  • Assess governance and structural models, including subsidiary or LLC approaches, to support scalable recurring revenue generation while managing institutional risk.

CPE Available

  • 1 Credit: Finance