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In all, schools from the MAC may lose more than $10 million for missing the 11 scheduled games against the Big Ten. And cancellations aren’t over yet. The ACC and Pac-12 are both seriously considering a conference-only schedule. This is not the last move that’s going to be made, Dannen says.
And it’s one that not everyone agrees with. It’s not necessarily what the Big Ten did, but it’s how the Big Ten did it. High-ranking administrators and even some conference commissioners were caught off guard, their programs given no real warning for such a chilling financial impact. It’s earlier than I had anticipated, MAC commissioner Jon Steinbrecher says Thursday in an interview with Sports Illustrated. We were very anxious to pursue a full season if at all possible. The non-conference and conference were important to us.
Across the country, Group of Five administrators are bracing for the budget hole that will be left without their big-money road games. Nearly 40 Power 5 programs have scheduled a total of 49 buy games worth about $65 million, according to the Associated Press. The home team often shells out anywhere from $800,000 to $1.8 million for these matchups—fractional numbers for their own $100 million budgets but serious cash for the recipients.
A single buy game can be responsible for 5% of a G5’s budget. Some programs rely on these games more than others. Kent State is notorious for a schedule that often includes three buy games. In fact, this season, the Golden Flashes were scheduled to play Kentucky, Alabama and Penn State for a combined price of about $5 million, or roughly 17% of its athletic budget.
The SEC hasn’t—yet—moved to a conference-only slate, and Bryan Maggard, athletic director at Louisiana, hopes it doesn’t. The Cajuns’ game against Missouri is worth $1.3 million. That’s not chump change for an athletic budget of $32 million. In our space, that’s a significant hit to your budget, Maggard says. That’s a huge deal in our world, particularly if ticket sales are going to be down.
The disappearance of buy games is the latest burden to befall athletic departments at the lower level of FBS, many of them already millions in the hole from the pandemic shutdown. While perception is that athletic departments are swimming in deep profits, the reality is that most at the Group of Five level barely break even, and they often need football revenue to get there.
Revenue-generators are different on this level than those on the Power 5. While P5 athletic departments lean heavily on seven-figure donations and eight-figure TV contracts, the Group of Five relies on state and institutional support, mostly through student fees, to stay afloat. The average G5 school got $21.7 million in athletic aid last year from its university, while that number among Power 5 schools was $5.5 million. In many cases, school funding is responsible for more than half of a Group of Five’s athletic budget.
With no students on campus, enrollment dipping and the overall economic downtown, institutional support is down. In fact, one Sun Belt Conference athletic director says his department has already lost about $1.5 million this summer without students on campus. No athletics, no students, no student athletics fees. Lump that in with expected lower ticket sales because of limited attendance—the absent buy games, too—and lower-level athletic directors are in quite a pickle.
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