Who is behind the "He Gets Us" ads
The question "who pays for He Gets Us ads" is best answered as follows: the ads are part of a collegiate sports sponsorship and advertising program created by the NCAA and its member schools, with funding that comes from a combination of broadcast rights, ticket and licensing revenue, and institutional contributions. The initiative is designed to highlight character stories across college athletics rather than promote a single brand or product. Below, we break down the structure, economics, and stakeholders involved in a durable, evergreen context.
Core model of collegiate sports advertising and sponsorship
At the system level, the economic foundation for campaigns like He Gets Us rests on several long-standing pillars:
- Media rights: Broadcast and digital rights deals with networks and streaming partners provide the largest share of revenue for major conferences and the NCAA.
- Ticketing and attendance: Gate receipts and allocations remain a direct, tangible revenue source for schools.
- Licensing and merchandise: Royalties from logos, names, and likenesses contribute to department and school funds.
- Donations and corporate partnerships: Private gifts, booster contributions, and corporate sponsorships underwrite programs, facilities, and specific campaigns.
He Gets Us fits within this framework as a campaign that leverages existing collegiate sports revenue streams, rather than a single sponsor buying exclusive ad space in the way of a traditional CPG or automotive brand would.
Comparison of typical revenue sources for collegiate sports
| Revenue Source | Typical Scale (Major Programs) | Role in Funding Advertising Initiatives |
|---|---|---|
| Media Rights | Multiyear contracts, billions across Power Five conferences | Primary cash flow, often earmarked for scholarships, operations, and NCAA distributions |
| Ticket Sales | Season tickets, gameday receipts, variable by venue | Supports facilities, local marketing, and community programs |
| Licensing and Merchandise | Percent of sales on apparel and memorabilia | Program-level revenue, can fund specific campaigns or branding |
| Donations and Corporate Partners | Unrestricted and restricted gifts, naming rights, partnership fees | Often directed toward facilities, endowments, or targeted campaigns like character-focused ads |
How He Gets Us is funded structurally
He Gets Us is a campaign created by the NCAA and executed in partnership with member institutions. Funding does not come from a single corporate sponsor buying all the inventory. Instead, contributions flow from the aggregate revenue streams above, with specific allocations approved by school administrators and the NCAA governance structure. This model helps preserve the educational mission while supporting national storytelling efforts.
Key stakeholders in the funding and deployment
- NCAA: Oversees the campaign framework, sets governance rules, and coordinates national messaging.
- Member schools and conferences: Allocate portions of media and ticket revenue to support the campaign, often through shared budgets.
- Corporate and institutional partners: May contribute under multiyear agreements tied to branding and facility support, aligned with NCAA guidelines.
- Fans and donors: Indirectly support via ticket purchases, merchandise, and philanthropic contributions that sustain athletic departments.
What this means for brands and marketers
For brands evaluating collegiate sports partnerships, He Gets Us represents a campaign-level sponsorship approach rather than a single-sponsor media buy. The economics are tied to the broader revenue system of collegiate athletics, which blends media rights, ticket income, licensing, and donations. Brands participating typically do so within NCAA governance guardrails, with clear expectations around compliance, amateurism rules, and institutional oversight. This structure supports long-term brand building without tying the narrative to any single product launch or seasonal trend.
Implications for schools and athletic departments
For schools, involvement in initiatives like He Gets Us is a function of shared resources and coordinated national messaging. Athletic departments budget using media rights allocations, donor agreements, and compliance frameworks that govern how funds can be used for advertising and storytelling. The model allows departments to showcase character and community impact stories at scale while maintaining transparency with stakeholders and adhering to NCAA regulations.
Evergreen considerations and common questions
- Is He Gets Us tied to one brand or product? No; it is a campaign platform funded by the broader collegiate sports revenue system.
- How are schools involved in decision-making? Schools participate through NCAA governance and internal budget processes that allocate shared resources for national campaigns.
- Does this affect ticket prices or fan costs? Costs are influenced by the same underlying revenue and expense factors that drive ticketing, rather than by a single advertising initiative.
- What role do media rights play? Media contracts provide the bulk of available funds, enabling large-scale storytelling efforts like He Gets Us.
Bottom line on who pays
He Gets Us ads are paid for through the collective revenue of collegiate athletics, including media rights, tickets, licensing, donations, and partnerships. The campaign is structured as a NCAA-facilitated initiative that distributes costs across member institutions and aligns storytelling with long-term educational and brand-building goals. Understanding this model helps clarify how the ads are funded and what this means for schools, fans, and marketers over the long term.