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Going, Going, Gone? Adidas President Has Dire Prediction For College Athletics

Going, Going, Gone? Adidas President Has Dire Prediction For College Athletics

By Eric Fisher, Staff Writer

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Adidas Group North American President Mark King used the opening panel of the ’17 CAA World Congress of Sports to say college athletic programs "once you get past the Big 5 conferences are in trouble." He noted, "There’s no revenue generation. Alumni are starting to not support. It’s tougher and tougher to get funding.” King and Big East Commissioner Val Ackerman predicted a reduction in the number of sports supported by many colleges. “It’s going to require prioritization on what sports you hang on to,” said Ackerman. “What sports you really want to double down on if you want to be nationally competitive, and there may be other sports that would be good to keep, but the resources aren’t there.” ESPN Exec VP/Programming & Scheduling Burke Magnus added that the Power Five are already headed “in a different direction” than other schools, “and that trajectory is only going to continue.”

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