Do Good Do Well

The nation's collegiate athletics departments are navigating extraordinary revenue pressures, rising operational costs and evolving fans' and sponsors' expectations. To address these challenges, athletic departments need new revenue opportunities and new tools for sports--and the campus.

At Blue Strike, we are working with athletic directors, fans, brands, students, researchers and campus leaders to develop the "Do Good Do Well Sustainable-Business Plan for Collegiate Athletics," a researched and tested plan for college sports to win new revenues from green sports.

“Green sports have been seen as a cost center, not a revenue center,” said 15 year veteran Athletic Director Rick George of the University of Colorado. “But we have seen green sports bring in substantial new revenues in a variety of different ways.”

“Now, the Do Good Do Well sustainable-business plan will map green sports’ path to new revenues for athletics and campus.”

To do this, Blue Strike is fielding a national survey to assess evolving behavioral and market preferences of college sports fans, brands, students and community stakeholders.

Blue Strike will integrate those findings into new research that builds out a sustainable-business framework to be pilot tested by major college sports programs in Fall 2026.

When aligned strategically, green operational systems unlock new sponsorships, attract new students, new donors, new research and strengthen campus brand.

“We have seen that doing good and doing well are not competing goals,” says Blue Strike project director Dave Newport. “In fact, the Do Good Do Well plan shows how ‘good’ practices in sports bring in new revenues for athletics and across campus so they can do ‘well.’”