1) UM lacks a clear, public long‑term athletics roadmap—MSU doesn’t.
Montana State has operated under a published five‑year athletics strategic plan and a 20‑year facilities master plan since 2017 (updated in 2025), which set measurable priorities for competitive excellence, financial sustainability, and facilities. That clarity has guided fundraising and construction (e.g., the Bobcat Athletic Complex) and created accountability across programs. By contrast, UM’s recent progress appears largely project‑by‑project and donor‑driven without an athletics‑specific, publicly shared strategic plan that ties facilities, competitive goals, and finances together. New leadership should prioritize a transparent, multi‑year plan so donors, fans, and campus can rally behind a unified vision.
2) UM’s financial posture trails MSU’s structure and diversification.
Recent data show MSU’s athletics revenues and operating model are stable and diversified (tickets, contributions, rights/licensing, student fees/school support). UM’s total expenses are similar, but media/postseason distributions lag and revenue growth has been more uneven. Without a strategic framework, UM risks relying on “one‑off” gifts and annual drives rather than building scalable revenue streams. Fresh leadership should expand corporate partnerships, optimize multimedia rights, and design multi‑year capital campaigns that match MSU’s structured approach.
3) Facilities planning at UM needs phasing and accountability.
UM has made meaningful upgrades (e.g., Washington‑Grizzly Champions Center and academic spaces), yet its own foundation materials acknowledge training infrastructure still needs investment. MSU’s phased facility plan has delivered visible progress with clear timelines and targets. New leadership should publish a phased facilities roadmap (3–5 year segments) with cost estimates, donor tiers, and milestone reporting to convert enthusiasm into sustained capital improvements.
4) Marketing and revenue innovation must become sports‑centric, not just campus‑centric.
MSU leverages Learfield’s Bobcat Sports Properties to drive sponsorships, event promotions, and fan engagement with sports‑specific campaigns (e.g., “Pack the Place in Pink”). UM’s marketing lives primarily under campus marcom, which can dilute athletic urgency and storytelling. New leadership should bolster a sports‑first marketing engine that builds season‑long narratives, themed game activations, and digital campaigns tied to fundraising targets.
5) NIL and donor integration are moving quickly—UM must lead, not follow.
UM’s decision in late 2025 to bring the Good Ol’ Grizzlies NIL collective under the athletic umbrella was a smart step aligned with the House v. NCAA settlement. But MSU’s NIL support via the Bobcat Collective has been organized and visible for some time. Fresh leadership should aggressively integrate NIL with donor pipelines, corporate partners, and storytelling that highlights athlete impact, roster retention, and competitive goals.
6) Enrollment trends amplify MSU’s revenue base—UM must offset through strategy.
MSU’s larger undergraduate footprint translates to more fees, broader ticket demand, and a wider alumni donor base. UM can’t control statewide demographics, but it can out‑strategize: sharpen premium seating/parking programs, expand corporate sponsorships, and adopt multi‑year giving societies (like the Don Read Society) with clear benefits and impact reporting.