College sports’ talent race is turning each athletic department into a $40 million business empire | Fortune0

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• August 21, 2026

University of Louisville athletic director Josh Heird says there is no “silver bullet” that will help his department’s current revenue race. To compete in the increasingly commercialized world of college sports, programs of its size might spend more than $40 million a year on talent acquisition, revenue sharing and other costs, according to experts. But