As a college football fan, I have some major concerns about the future of the sport I love. The landscape of college football is undergoing what can only be described as a seismic shift. The change is largely driven by the emergence of Name, Image, and Likeness (NIL) deals and the growing financial influence surrounding the sport. This has created both exciting opportunities and serious challenges, especially when you talk about schools that aren't as financially endowed as the top-tier programs. Schools like West Virginia University (WVU), which have historically been beloved by fans with deep regional ties and tradition, could find themselves more and more marginalized as college football continues to consolidate around the wealthiest programs.
I feel like one of the most concerning potential outcomes of this consolidation is the impact on fan engagement. WVU is a great example. For many fans, supporting their team isn't just about football—it’s about identity. I watch WVU games not just because I'm a graduate of the university, but because the team represents the spirit of the entire state of West Virginia. My father, who never went to college, is also a huge WVU fan for that exact reason. College football teams like WVU connect with their communities in ways that go far beyond wins and losses; they represent home, tradition, pride, and in some respects our shared way of life. If teams like WVU, which don't have access to the same NIL-driven recruiting advantages or media exposure as powerhouse programs, begin to fade into irrelevance, what happens to that connection? What happens when fans no longer believe their team has a shot at competing at the highest levels?
If these traditional programs start to lose relevance due to realignment and a lack of competitive balance, there's a real possibility that fewer fans will watch the games. College football has thrived for generations because it was about more than just the top few programs—regional rivalries, historic matchups, and the excitement of the underdog kept the sport vibrant. But as consolidation favors the same few elite programs over and over, with massive NIL deals drawing top recruits to schools like Alabama, Georgia, and Texas, fans of smaller schools may begin to check out. If WVU or other regional powerhouses become perpetual underdogs with no realistic path to success, many fans may lose interest, leading to lower viewership for these teams.
That decline in viewership could have a cascading detrimental effect. College football's lucrative television contracts are driven by widespread fan engagement, not just the success of a handful of elite programs. If fewer fans tune in to watch because their teams are no longer competitive, the value of those TV contracts could decrease. Broadcast networks and streaming platforms invest billions in the sport because it delivers a massive, passionate audience. If that audience shrinks—whether it’s due to realignment or a lack of parity—the entire ecosystem of college football could suffer. Even the top programs that currently dominate recruiting and television viewership could feel the effects. The financial model of college football depends on a large, engaged viewership across the country, not just in a few key regions.
To illustrate this, a comparison to the NFL becomes relevant. The NFL has thrived for decades, in part, because of its emphasis on parity. The league has built-in mechanisms, such as the draft, salary cap, and revenue-sharing agreements, that ensure no one team dominates year after year. This structure keeps fans invested in every team, from big markets to small ones, because even the most financially modest franchises can put together a winning team. Every season brings new hope, and that competitive balance is crucial for maintaining long-term fan engagement. Fans from all corners of the country feel like their team has a shot, which helps maintain interest in the league as a whole.
The NFL is not a bleeding heart; so, as they say, follow the money. The business case for parity is clear. If the NFL allowed a few teams to dominate the league, it would risk alienating fans of smaller or less successful franchises. Those fans would stop watching, and the league’s overall value would decline. The NFL has understood that for the sport to thrive, every team needs at least a fighting chance. This isn’t just about fairness; it’s about business sustainability. College football, on the other hand, seems to be heading in the opposite direction, with a widening gap between the haves and the have-nots. The rich are getting richer, and while that may seem sustainable in the short term, it’s a risky long-term strategy.
If college football continues down this path, the sport could face a similar problem. As schools like WVU struggle to keep up financially, they may be left behind in realignment and NIL-driven recruiting battles, leading to a decline in fan interest and, eventually, revenue. The lack of parity could lead to less competitive games, less fan engagement, and less overall interest in the sport. The result could be a college football landscape that is smaller and less vibrant, with even the top programs feeling the effects of a shrinking market.
In the end, college football may need to reconsider its direction if it wants to preserve what has made the sport special for generations. Without meaningful changes to address the growing imbalance, the passion and pride that have defined college football for fans of all teams—not just the top few—could be at risk. And if that passion fades, so too might the long-term viability of the sport itself.
About the Author
Joseph Sams MBA, CISSP is the owner and founder of Biztec, a company driven by a mission to provide industry-leading, customer-centric technology solutions. Fueled by continuous innovation, Joseph has dedicated his career to ensuring that businesses thrive through cutting-edge technology and superior service. Born and raised in West Virginia, Joseph's deep love for his home state and its people inspires him to contribute to its economic growth and development. Under his leadership, Biztec has not only created jobs but also played a vital role in driving economic impact in West Virginia. Joseph is passionate about leveraging technology to foster community engagement, support local initiatives, and attract top talent to the region.