Few areas of the sports industry have experienced as much upheaval in recent years as US college athletics.
Conference realignment, driven largely by shifting media rights economics and competitive priorities, has reshaped the landscape, forcing institutions and leagues to rethink their futures in real time.
At SportsPro New York in March, two conference commissioners – the Pac-12’s Teresa Gould and the Big East’s Val Ackerman – offered rare, first-hand perspectives on navigating this disruption from opposite sides of the spectrum.
The Pac-12, one of the most historic conferences in college sports, is now rebuilding after the departure of its legacy members. Meanwhile, the Big East stands as a case study in successful reinvention, having re-established itself as a leading basketball-focused conference following its own period of fragmentation.
What emerged from the session was not just a story of survival, but one of strategy. Realignment is often framed as a reactive process, a response to external forces such as media deals or institutional moves. But the experiences shared highlighted the importance of proactive leadership, clear identity and long-term thinking in shaping what comes next.
From rebuilding operations from scratch to redefining brand identity and navigating complex media partnerships, both conferences have had to balance immediate pressures with future ambition. The challenge is not simply to replace what was lost, but to create something new that is relevant in a rapidly evolving ecosystem.
Here are five key takeaways from the session.
1. Crisis creates a rare opportunity to reset strategically
The Pac-12’s collapse forced a complete rebuild, but also created a unique opportunity to rethink everything from structure to identity, allowing leadership to design a conference fit for today’s evolving college sports landscape.
2. Clear vision and leadership are essential in moments of uncertainty
Both commissioners emphasised that alignment around identity, values and long-term goals is critical for any conference, particularly when stakeholders are navigating instability and competing priorities.
3. Media partnerships must be built for growth, not just revenue
In a fragmented media environment, conferences are prioritising partners who can drive visibility, marketing support and audience growth, rather than relying solely on traditional rights fee structures.
4. Rebuilding a conference requires full operational reinvention
From staffing and governance to championship structure and commercial strategy, rebuilding a league is effectively a startup exercise, requiring execution across every aspect of the organisation.
5. Women’s sports are becoming central to future growth strategies
With increasing viewership, investment and cultural relevance, women’s sports are no longer peripheral, but a key pillar of long-term value creation across college athletics.
Final thought
College realignment is often framed as disruption, but it is equally an opportunity.
As the Pac-12 rebuilds and the Big East continues to evolve, their experiences underline a broader truth: in times of uncertainty, success depends not just on adapting to change, but on defining what comes next.
Want to hear more from Gould and Ackerman? Watch their full session below.
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