Elevate: $500M College Sports Fund Launch
Elevate has launched a $500 million fund, designed to bolster college sports revenue through strategic investments, addressing the evolving financial landscape of collegiate athletics. This initiative, in partnership with Velocity Capital Management and the Texas Permanent School Fund, aims to provide universities with resources to modernize venues and enhance the fan experience. Elevate is focusing on infrastructure and commercial projects to drive revenue growth. Learn how schools hope to leverage this investment,improve multimedia,and explore name,image,and likeness opportunities. News Directory 3 is following the story closely, and it already looks like a game changer. Discover what’s next in this dynamic arena.
Elevate’s $500M Fund Aims to Boost College sports Revenue
Updated June 15, 2025
As college athletics face evolving financial demands, Elevate, a global sports and marketing agency, announced a $500 million fund Monday. The goal is to fuel long-term growth for universities through strategic investments in infrastructure and other commercial projects.
Elevate is partnering with Velocity Capital Management and the Texas Permanent School Fund Corporation. The partnership will provide colleges with both capital and resources to develop revenue-generating projects, focusing on modernizing venues and expanding premium seating.
The move comes as schools explore new revenue streams, especially after a judge approved a settlement Friday requiring individual schools to perhaps pay up to $20.5 million to student-athletes. This new fund aims to help schools navigate these financial pressures and enhance their revenue streams through strategic investments and improved fan experiences.
Jonathan Marks, chief business officer for college at Elevate, said the focus is on “increasing the fan experience and maximizing revenue.”
The capital will support infrastructure and commercial projects. These range from modernizing venues and expanding premium seating to enhancing multimedia and digital rights, and investing in name, image and likeness platforms for athletes. Elevate hopes to attract more of its 60 university clients, including UCLA, Alabama, Penn State, Notre Dame and Florida.
Al guido, chairman and CEO of Elevate, and president of the San Francisco 49ers, said, “In our minds, the benefit of having access to capital and robust services that these schools can tap into as they think about professionalizing their rights, is a true differentiator.”
Elevate reports it has already closed two eight-figure deals with Power Four schools. The company believes its data-driven approach can significantly boost returns on investment for universities with limited staff.
What’s next
With college stadium projects expected to exceed $3 billion in spending in 2026, Elevate’s fund could play a meaningful role in shaping the future of college sports infrastructure and revenue generation.