Building Strategic University Partnerships that Leverage Assets and Drive Student Success

Laura Hubbard - University at Buffalo, State University of New York

Mark Alnutt - University at Buffalo, State University of New York

Mark Devine - MPM Advantage

Building strategic university partnerships is increasingly critical as higher education faces financial pressure, enrollment challenges, and shifting public support. Institutions must rethink how they leverage their most valuable assets, particularly within athletics—to generate sustainable, diversified revenue while upholding academic integrity and institutional values. By intentionally aligning premier university and athletics assets with corporate and community partners, universities can move beyond transactional vendor relationships to create long-term, mission-aligned partnerships that deliver shared value.

This approach is especially relevant in today’s evolving athletics landscape, shaped by NIL, the transfer portal, rising operational costs, and increased scrutiny of ethical partnerships. Strategic initiatives such as naming rights, sponsorships, and corporate partner programs require proactive planning, cross-functional collaboration, and thoughtful stakeholder engagement. When executed effectively, these partnerships provide critical financial support while enhancing brand visibility, enriching the student-athlete experience, and advancing institutional priorities.

A university-wide corporate partnership strategy enables institutions to maximize underutilized assets, align athletics and procurement objectives, and create incremental revenue streams that support both academic and athletic missions. By adopting a partnership-driven mindset, universities can strengthen long-term financial resilience while navigating the complex realities of higher education and collegiate athletics.

Learning Objectives

  • Identify at least three university or athletics assets that can be leveraged for strategic, mission-aligned corporate partnerships, beyond traditional vendor or sponsorship models.
  • Describe two concrete financial or strategic benefits (e.g., diversified revenue, brand enhancement, student-athlete experience) that result from a coordinated, university-wide corporate partnership strategy.
  • Outline one actionable step their institution can take to better align athletics, procurement, and campus stakeholders in developing sustainable corporate partnerships.

CPE Available

  • Specialized Knowledge