Athletic directors at the University of Kansas, Kansas State, and Wichita State are setting aside on-field rivalries to confront a shared financial challenge: the rapidly rising cost of college athletics.
With some football rosters reportedly topping $20 million and schools now sharing revenue with athletes, administrators say the business of college sports has become more expensive than ever. Officials across the country are feeling similar pressure and are exploring new funding strategies.
Leaders from University of Kansas, Kansas State University, and Wichita State University have taken their concerns to lawmakers in Topeka, looking for potential state-level solutions. The three ADs — Travis Goff, Gene Taylor, and Kevin Saal — say they maintain strong working relationships despite competition on the field.
Taylor noted the financial strain is widespread nationwide, while Saal emphasized that collaboration among the schools is essential as the landscape evolves.
One model being studied comes from North Carolina, where a portion of legalized sports betting revenue supports public university athletics. Officials there reported more than $41 million generated and distributed among UNC system programs after roughly 18 months. Other states have considered tax breaks tied to Name, Image and Likeness (NIL) earnings.
To bolster their case, the Kansas schools commissioned a third-party study estimating their combined economic impact at $1.55 billion in 2025. The report attributed about $807.1 million to KU, $540.9 million to K-State, and $202 million to Wichita State.
Athletic leaders argue continued investment helps preserve that economic engine, warning the total could decline without support. Still, with the Kansas legislative session already underway, major action on the issue appears unlikely this year. The athletic directors say they plan to keep pushing the conversation forward.