What we know about Kansas Jayhawks’ approach to revenue share — and 7-sport split
KU Athletics has identified seven sports that will receive the lion’s share of the newly implemented NCAA revenue-sharing program, which allows schools to pay out $20.5 million to athletes on campus.
According to KU athletic director Travis Goff, those sports are divided into two categories: revenue-generating sports and broadcast/ticketed sports.
KU football, men’s basketball and women’s basketball are defined as revenue-generating sports.
Goff noted the vast difference in revenue generation between men’s basketball and football and his overall optimism about women’s basketball.
“Two things — one is they (women’s basketball) can be a revenue-generating program,” Goff told The Star. “That’s an exciting proposition with greater success. Two, the competitive marketplace says if you want to be competitive in women’s basketball — which we are absolutely committed to — then you’ve got to be in the game in rev share.”
Meanwhile, the other four sports (baseball, softball, volleyball and soccer) are based on broadcast availability.
Goff said if a program’s games are available to be watched on a broadcast or ticketed, those sports will receive “some degree of rev share.” Meanwhile, Goff noted that there will be some variance around the rest of the programs, but they will continue to receive the Alston Academic Awards.
The Alston Awards are provided directly by universities for academic-related expenses up to $5,980 per year.
Here are other ways revenue sharing will affect KU Athletics...
Revenue sharing for Kansas football
Much like with basketball, Goff reiterated he didn’t have a specific number or percentage that the Jayhawks plan to use for football from the total $20.5 million.
The focus is on putting together a roster that can compete for a national championship, Goff said. And thus the amount spent year to year could change.
“I think you’re better informed based on what is your current need and (what your) current roster dynamics are, because that’s helped us make sure we are only thinking about it from a year one launch,” Goff said. ”So what football (uses) going into this first cycle might be different based on roster profile for second year cycle.”
Goff noted that for football — and really all revenue-sharing sports — roster retention is a big focus.
“We’d love to see a significant share of our rev share allocated to retaining, solidifying continuity and rosters — retaining incredible student athletes who are doing the right thing off the field, off the court, doing the right thing in the classroom and that are certainly performing at a high level,” Goff said. “We all feel like that’s the best way to allocate your dollars. That doesn’t mean you’re not doing an acquisition, you absolutely are, but I think you have to be pliable.”
Goff expects revenue share to help Kansas football in the long run.
“I expect Kansas to be, looking at your Power Four — not simply just Big 12, but looking at Big Ten, mighty SEC and of course in the ACC — I expect Kansas football … not to be negatively impacted by rev share,” he said. “We’re already feeling the impact of year one rev share because this goes back to portal windows back in December.
“Nobody has been paid a penny through share, but it’s been understood they’ve been signing contracts contingent upon the house settlement.”
Will KU’s stadium project be affected?
According to Goff, Kansas fans need not worry.
David Booth Kansas Memorial Stadium renovations and other ongoing facilities projects will not be affected by the new system, Goff said.
Goff noted that there are two different pool funds.
“Capital project fundraising, the capital project funding plans, like for ‘The Booth,’ like for the gateway, mixed-use development, are not negatively impacting our department’s ability to invest in rev share,” Goff said. “Rev share is an annual operating budget dynamic. We’ve spent a ton of work this year getting our annual operating budget … (to a) healthy (number) so we could be at the top of competitiveness in the rev share environment.
“There’s not a correlation.”
How does revenue share balance with NIL & coach salaries?
Goff said that NIL and revenue sharing are two separate entities, with NIL specifically being something that KU doesn’t manage.
Still, there could eventually be a scenario where revenue share does affect coach salaries and KU’s spending on facilities.
“Could there be a dynamic where, ‘Hey, if we’re gonna do rev share and facilities and coaches, something’s gotta give?’ Yeah, I think so,” Goff said. “That’s why I talk about, like, let’s launch to the best of our abilities and then let’s be pliable. Then let’s adapt and let’s be ahead of the curve.”
Ultimately, Goff says revenue sharing is something that will help Kansas and college athletics as a whole. And he says he trusts the other schools to play by the rules.
“I do,” Goff said. “Do I trust everybody that works in our space to not be on the edge or find some gray? No, I don’t do that. I’m not that naive. But I do trust the intent of our industry.
“I do trust when I’m at Big 12 meetings and I’m hearing from the commissioners, I understand the thoughtfulness that goes into the collegiate sports commission and enforcement in real penalties and (preventing) cap circumvention. I do trust and believe that our industry has the right intentions to do this the right way.”
This story was originally published June 18, 2025 at 7:00 AM with the headline "What we know about Kansas Jayhawks’ approach to revenue share — and 7-sport split."
