The Mountain West Conference (MWC) should consider taking a page out of the American Athletic Conference (AAC) playbook and launch its own version of “American RISE Ventures” to stay competitive in the rapidly evolving landscape of collegiate athletics. Here’s why:
Revenue Generation is Key to Survival
The AAC’s proactive approach to creating a dedicated business division for revenue generation is a smart move, especially as NIL revenue sharing and direct athlete compensation become the norm. With the AAC requiring schools to invest a minimum of $10 million in revenue-sharing funds, the Mountain West risks falling behind if it doesn’t establish similar mechanisms to empower its member institutions financially. The MWC’s media rights deal pales in comparison to power conferences like the Big Ten and Big 12, and without innovative revenue streams, the conference could lose its footing in the national conversation.
Recruitment and Retention Hinges on Compensation
As the AAC recognizes, recruitment and retention are increasingly tied to schools’ ability to pay athletes close to the NIL revenue-sharing cap. The Mountain West, which has already seen its share of realignment drama, must ensure its schools can compete financially to retain top talent. If the MWC doesn’t act, it risks further becoming a feeder league for power conferences, losing its best programs and athletes to better-funded competitors.
Realignment Threats Demand Proactive Measures
The AAC has been hit hard by realignment, losing UCF, Houston, Cincinnati, and SMU to power conferences. The Mountain West faces similar threats, especially as the power conference land grab continues to poach G5 programs on the rise. By investing in commercial growth and brand partnerships, the MWC can strengthen its position and make itself less vulnerable to poaching.
Empowering Member Schools
The AAC’s RISE Ventures aims to reduce the burden on individual schools by creating conference-wide revenue streams. The Mountain West could benefit from a similar approach, especially for smaller programs that struggle to compete financially. A centralized effort to enhance sponsorships, media rights, and emerging business ventures would provide much-needed support to all member institutions.
Staying Relevant in the NIL Era
The NIL era has fundamentally changed college sports, and conferences that fail to adapt will be left behind. The Mountain West must embrace innovation and find ways to maximize the value of its brands. Whether it’s leveraging the unique appeal of its geographic footprint or creating new sponsorship opportunities, the MWC needs to think big to remain relevant.
Summary
The Mountain West can’t afford to sit back and hope for the best. If the AAC is building a lifeboat to navigate the stormy seas of NIL and realignment, the MWC needs to start hammering nails yesterday. Sure, the conference has its quirks—altitude advantage, anyone?—but quirks don’t pay the bills. The AAC’s $7 million per school media deal might look like chump change compared to the Big Ten’s $75 million, but it’s still a blueprint worth copying. The Mountain West needs to stop playing defense and start running its own offensive schemes—because in the NIL era, the only thing tighter than the Thomas & Mack’s rims is the competition for relevance.