This week we had the honor to interview again Dr. Ron Dick, associate professor of sports marketing at Duquesne University in the school of business. Ron also worked for 20 years in sports, including 15 years in the NBA with the Sixers and the Nets, and then five years in the NCAA.
You can read the full transcript of the podcast interview with Ron located at the top of this blog post.
Here are some of the best quotes of our conversation with Ron:
1. On the CNBC rankings of the 75 most valuable college NCAA programs:
"Not surprised at all. Ohio State and Texas are two of the biggest schools, each with about 50,000 undergraduates, and they consistently dominate discussions about college athletics. Most schools on this list belong to powerhouse conferences like the SEC or Big Ten, with Notre Dame being the notable exception as an independent in football. These valuations show the immense value tied to these programs, not just in terms of athletics but as investment opportunities. It sets a benchmark for what NBA or NFL owners or other investors would need to spend to get involved. Schools like Penn State, Oregon, and Southern Cal not being in the top ten is a bit surprising, but they are likely just outside it. Overall, these rankings underscore the billion-dollar business college sports have become."
2. On ex-FSU players suing Coach Leonard Hamilton over failed NIL payments:
"This situation stems from issues with name, image, and likeness (NIL) deals. We're seeing more and more players transferring between programs because there’s no clear structure or enforcement of these agreements. Whether the promises were verbal, a handshake, or an informal understanding, they’re not holding up. To avoid this, contracts should be formalized and could be structured for shorter durations—maybe 12 months, nine months, or even six months. These contracts should include clear terms, like a 1099 agreement tied to a social security number, to bring transparency and accountability. This would ensure that players are compensated fairly for the semester or year they play, and programs can avoid future disputes like this one."
3. On the first 12-team college football format:
"The first year of the 12-team format has been exciting and full of lessons. For the first time ever, schools hosted playoff games on their campuses in December, which created a unique dynamic. TV ratings were very strong despite competing directly with NFL games, which speaks to the growing popularity of college football. However, ticket demand was unexpectedly low for some games, even for a program like Penn State, where tickets on StubHub dropped to $44. That’s shocking, but when you think about it, December 21 is a tough date—students are on break, and families are busy preparing for the holidays. Santa Claus is a hard competitor to beat. Despite this, the overall format has generated significant excitement, and the financial success is undeniable, especially with strong TV ratings."
4. On College playoff games vs. NFL games on December 21:
"Both college football and the NFL had exceptionally strong TV ratings on December 21, proving there’s enough room for both. But when it comes to ticket sales, the story was different. At Penn State, for example, tickets were available for as low as $44 on the day of the game, which is rare for a program of that stature. The timing—right before Christmas—played a major role in this. Many people were focused on holiday activities rather than attending live events. Still, the TV ratings tell us that Americans remain deeply engaged with football, even during the busy holiday season."
5. On NFL games vs. NBA games on Christmas Day:
"Both the NFL and NBA set new records for viewership on Christmas Day. The NFL even drew Netflix into the live sports business, with Netflix paying $150 million for entertainment rights during the games. This shows how massive the appetite for live sports is, even on holidays. The success of these games underscores America’s love of sports, especially football, during major events like Christmas. It’s a time when families are at home together, and sports become the centerpiece of holiday entertainment."
6. On Bill Belichick becoming the new head coach of NC Football team (NCAA):
"I wasn’t expecting it. A lot of his former Patriot players, Tom Brady in particular, are probably curious about how he’s going to handle coaching 18, 19, and 20-year-olds. He’s really going out of his way to appear more gregarious and approachable lately—doing things like breaking down game film with Peyton Manning. It seems clear that he doesn’t want to retire, and if the NFL phone isn’t ringing, college might be the next best option for him. I think he’ll be very successful as long as he gets strong assistant coaches to help manage player personalities”.
“Even in the classroom, it’s a different type of student post-COVID, and he’ll have to adjust to that. But when it comes to scheming and coaching, I don’t see any issues. He’s already attracting talent—players are flooding the transfer portal just to get a chance to play for him. It’s similar to John Calipari’s reputation when he came back to college basketball. Belichick will likely attract top talent because he can offer players insight into what it takes to reach the NFL. That’s a huge draw for student-athletes."
7. Favorites for the Super Bowl:
"When it comes to the Super Bowl, I have to see someone beat the Chiefs first. They’ve been so dominant under Andy Reid. The Bills are another strong contender, and teams like the Eagles, Lions, and Vikings can’t be overlooked, especially with the strength of the NFC Central this year. The Packers, Lions, and Vikings are all formidable, and you can’t discount the Eagles if they stay healthy. The competition is fierce, but it’s hard to bet against the established powerhouses like the Chiefs and the Eagles."
8. Thoughts on current NBA standings:
"Oklahoma City (OKC) being at the top is no surprise. They’ve built their roster smartly, stockpiling draft picks and turning them into talent. The Cavaliers have also been impressive, maintaining momentum and proving that their strategy works. The Grizzlies at number two is a bit surprising—they’ve managed to compete without following the same draft-heavy approach as OKC. It’s great to see smaller markets thriving. On the flip side, you have traditional powerhouses like the Warriors struggling with consistency. Teams like Cleveland and Memphis are showing how a mix of good management, smart trades, and international talent can shake up the league. The league has become truly global, and it’s showing in the standings."
9. On the Sugar Bowl being postponed:
"The Sugar Bowl is a major part of the playoff format, and its significance can’t be overstated. The ratings for these games are projected to reach NFL levels, which shows how much interest there is in college football’s expanded playoff system. As for the postponed Notre Dame game, that was a tragic situation with the crowd incident, and it was the right decision to delay the game. These events remind us how important safety is, even as we celebrate the sport. Looking ahead, the championship games and the broader playoff schedule promise to draw huge audiences, both in-person and on TV. The business of college football is thriving, and the Sugar Bowl is central to that success."
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