NAU Athletics

What NAU Athletics does

NAU Athletics is the intercollegiate athletics department of Northern Arizona University, a public institution governed by the Arizona Board of Regents and established in 1899. The department manages 15 NCAA Division I programs competing primarily in the Big Sky Conference, with select sports in the MPSF and WAC, anchored by facilities including the Walkup Skydome, Rolle Activity Center, and the Student-Athlete High Performance Center (opened 2022). It serves four primary customer groups: current NAU students (admitted free via mobile ticketing), alumni and community fans, families and youth, and corporate sponsors.

The department's product and technology stack centers on the official website (nauathletics.com), a mobile-first ticketing platform offering the ALL-IN-1 mobile ticket across football, men's and women's basketball, and volleyball, the 7000s Loyalty App for student engagement, the Lumberjacks All-Access subscription streaming service (powered by Sidearm Sports), the Lumberjack Radio Network, and the INFLCR-powered NIL platform supporting student-athlete name, image, and likeness monetization. Sports-science capability is housed in the Sims-Treharne Collaborative Research Lab (funded by a $3 million gift in February 2025), deploying Vald, SmartSpeed, NordBord, Player Data, and InBody technologies in collaboration with the College of Health and Human Services.

Revenue is generated through ticket sales (single-game, season, group, and student free), corporate sponsorship sales executed by Learfield IMG College (NAU Lumberjack Sports Properties), donations via the Skyjacks Annual Fund, NIL merchandise commissions on Influxer, Athlete's Thread, and MiniJerzeys platforms, and sponsor-driven scholarship contributions such as the Desert Financial Credit Union Scores for Scholarships program. Distribution combines digital self-serve channels (evenue.net ticketing, mobile wallets, Lumberjacks All-Access, ESPN+), direct sales (group coordinators, ticket office at Walkup Skydome and Rolle Activity Center), and broadcast/audio channels. The department is currently operating under new athletic director Dr. Richard Duran, appointed June 23, 2026, following a PICTOR Group-led operational assessment and national search.

Name

NAU Athletics

Legal name

Northern Arizona University Athletics

Website

https://nauathletics.com

Company type

Public

Founded year

1899

Operating status

Operating

Headcount range

11–50 employees

Short description

NAU Athletics operates the 15 NCAA Division I intercollegiate athletic programs of Northern Arizona University, managing ticketing, sponsorship sales (via Learfield IMG College), fan engagement apps, and student-athlete services primarily within the Big Sky Conference.

Ownership category

akta.pro rank

Product category

Collegiate Athletics

NAICS

Other Spectator Sports (711219), Spectator Sports (71121), Spectator Sports (7112)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

College/University Athletic Departments & Varsity Programs (MPAKACAB)

akta.pro secondary industries

Intercollegiate Athletics (Varsity Sports Programs) (EDALAIAA), Athletics Marketing, Communications & Fan Engagement (EDALAIAM), Athletics Facilities & Venue Management (EDALAIAL), Collegiate Athletic Conferences & Associations (MPAKACAA)

Keywords

• Collegiate athletics
• Division I sports
• Athletic ticketing
• Fan engagement
• Sports broadcasting

Headquarters

HQ city

Flagstaff

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Others

Revenue model

1. Ticket Sales: Revenue from single-game tickets, season tickets, group tickets, and student mobile ticketing across football, basketball, volleyball, and other sports
2. Sponsorship (Learfield IMG College): Corporate sponsorship revenue through NAU Lumberjack Sports Properties partnership with Learfield IMG College
3. Skyjacks Annual Fund / Donations: Donations supporting student-athlete scholarships, including future event credits for ticket holders
4. NIL Merchandise: Student-athlete merchandise stores (Influxer, Athlete's Thread, MiniJerzeys) where student-athletes receive commissions and royalties
5. Scores for Scholarships: Desert Financial Credit Union donates to NAU General Scholarship fund for each Lumberjack touchdown and 3-pointer scored

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

NAU Athletics operates 15 NCAA Division I intercollegiate sports programs for Northern Arizona University, providing ticketed athletic events, streaming media broadcasts, fan engagement and loyalty programs, student-athlete academic and performance support, sports medicine services, and athletic development opportunities for student-athletes, students, alumni, and fans.

Product overview

NAU Athletics operates a comprehensive collegiate athletics program offering 15 Division I intercollegiate sports. The product portfolio centers on the official athletics website as the primary hub, supported by Lumberjacks All-Access for video streaming, a mobile-first ticketing system through the Lumberjack Ticket Office, and the 7000s student section program. Supporting services include sports medicine, student-athlete academic services, sports performance training, and the Sims-Treharne Collaborative Research Lab for sports science research. Additional fan engagement products include Little Jacks Kids Club, Louie's Pet Club, NIL merchandise stores, and the Scores for Scholarships program sponsored by Desert Financial Credit Union.

Differentiator

Problem solved

Functional benefit

Brands

• Lumberjack Radio Network: Radio broadcast network for NAU athletic events
• 7000s
• Little Jacks Kids Club
• Louie's Pet Club
• Louie's Locker
• Timber Jacks Club
• Lumberjacks All-Access
• Skyjacks Annual Fund
• NAU Strength and Conditioning

Products and services

• Lumberjacks All-Access Video Streaming Subscription-based streaming video service delivering live and on-demand coverage of NAU Lumberjacks athletic events, including games not televised on other platforms. Targeted at fans seeking full coverage of the athletics program.
• Lumberjack Ticket Office Online ticketing platform for purchasing single-game and season tickets to NAU Lumberjacks athletic events. Provides access to mobile ticketing via the ALL-IN-1 app and serves all home events across the 15 Division I sports programs.
• Little Jacks Kids Club Paid youth membership program designed for children, providing a branded t-shirt, certificate, lanyard, birthday card, and invitations to exclusive events to build early brand affinity with NAU Athletics.
• Scores for Scholarships Donation program in which donors contribute per point scored by Lumberjacks teams, with proceeds going directly to student-athlete scholarships.
• Skyjacks Annual Fund Annual giving program supporting NAU Athletics scholarships and operational needs through donor contributions.
• Group Ticket Sales Bulk ticket purchasing program for groups and organizations attending NAU athletic events, supported by a dedicated group sales team.
• 7000s Student Loyalty Program Mobile rewards and points-based loyalty app for NAU students and fans, providing engagement incentives, ticket access, and exclusive rewards for attending and supporting Lumberjacks athletic events.
• Lumberjack Radio Network Broadcasts Radio broadcast coverage of NAU Athletics events, providing audio access to fans unable to attend in person.
• NIL Student-Athlete Merchandise Name, Image, and Likeness (NIL) merchandise program operated through INFLCR's Athlete's Thread marketplace, enabling fans to purchase apparel featuring student-athlete likenesses.
• Corporate Sponsorships and Multimedia Rights Sponsorship, signage, and multimedia rights packages sold through Learfield IMG College to corporate clients seeking brand visibility and advertising through NAU Athletics events and broadcasts.
• Special Events and Game Day Experiences Event hosting and premium fan experience offerings at NAU Athletics venues, including the Walkup Skydome and other facilities, providing enhanced game day hospitality and entertainment.

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• INFLCRcoreTechnology or Integration · 21 July 2021NIL management platform partnership between NAU Athletics, Big Sky Conference, and INFLCR to assist student-athletes in managing name, image, and likeness opportunities within Arizona state law and NCAA rules.
• Learfield IMG College / NAU Lumberjack Sports PropertiescoreGTM or Marketing PartnerSponsorship partnership managing corporate partnerships and brand activation for NAU Athletics. Todd Wyard serves as General Manager overseeing business development and sponsorship opportunities.
• Big Sky ConferencecoreStrategic or Co-development PartnerNAU Athletics is a member of the Big Sky Conference, competing in FCS football and various Olympic sports. The conference organizes championships and manages NCAA compliance.
• Western Athletic Conference (WAC)minorStrategic or Co-development PartnerNAU Swimming & Diving competes in the Mountain Pacific Sports Federation (MPSF) while some sports compete in WAC.
• Desert Financial Credit UnioncoreGTM or Marketing PartnerPresenting sponsor of Scores for Scholarships program where Desert Financial donates to NAU General Scholarship fund for each Lumberjack touchdown and 3-pointer scored throughout each athletic season. Five scholarships awarded annually.
• Arizona Complete HealthminorGTM or Marketing PartnerPresenting sponsor of Little Jacks Kids Club, NAU's youth fan engagement program.
• ESPN+coreChannel Partner/ Reseller/ DistributorStreaming platform broadcasting select NAU athletic events to subscribers nationwide.
• Northern Arizona Healthcare / Orthopedic & Spine InstituteminorImplementation/ SI/ Consulting PartnerHealthcare partnership where Dr. Tim Partridge splits time between NAU and Northern Arizona Healthcare's Orthopedic & Spine Institute.
• The PICTOR GroupcoreImplementation/ SI/ Consulting PartnerConsulting firm engaged to stabilize operations, assess the athletic department, and manage the national search for new Athletic Director in 2026.
• College of Health and Human ServicescoreStrategic or Co-development PartnerResearch collaboration between NAU Athletics Department and The College of Health and Human Services through the Sims-Treharne Collaborative Research Lab for sports performance research.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Learfield IMG College: Multi-property rights holder and sponsorship sales partner that monetizes NAU Athletics' corporate inventory. As the dominant collegiate sports sponsorship incumbent, Learfield is comparable as the ecosystem player whose strategy directly shapes NAU's sponsorship ceiling.

Direct peers

• Northern Colorado Athletics: Big Sky Conference peer with overlapping FCS football and Division I Olympic sports. Comparable department size, donor base, and regional fan engagement model.
• Idaho State University Athletics: Big Sky Conference member competing in FCS football and the same Olympic sports. Comparable small/regional D1 footprint and donor-driven funding model.
• University of Montana Athletics: Big Sky Conference counterpart with overlapping football, basketball, and Olympic sports offerings. Montana's longstanding Grizzly brand and Big Sky rivalry make it a direct comparable in sponsorship, attendance, and broadcast economics.
• Montana State University Athletics: Fellow Big Sky Conference member competing in the same 15-sport Division I portfolio. MSU is the most directly comparable peer given shared conference, similar FCS football profile, and similar sponsorship/ticketing model through Learfield partnerships.
• Eastern Washington University Athletics: Big Sky Conference peer with comparable Division I sport count, FCS football, and Olympic sports offerings. Similar geographic constraints (regional market) and donor reliance make EWU a strong operating comparator.
• Sacramento State Athletics: Big Sky Conference member with a comparable 15-sport Division I portfolio. Sacramento State's larger market provides a useful benchmark on the upside of sponsorship and attendance potential within the same conference economics.
• Weber State University Athletics: Big Sky Conference member with similar FCS profile, 15+ sport portfolio, and mid-major D1 sponsorship structure. Comparable in fan engagement, ticketing scale, and donor-driven funding model.
• Southern Utah University Athletics: Big Sky Conference member with similar Division I portfolio and FCS football profile. Comparable conference-level sponsorship economics and ticketing structure.
• Portland State University Athletics: Big Sky Conference peer offering the same Division I sport mix. Portland State's urban market contrasts NAU's remote market, but the sponsorship, ticketing, and Learfield IMG College structure are directly comparable.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/naucompliance
• Facebookfacebook.com/NAUSportsMed
• Instagraminstagram.com/nausportsmedicine
• LinkedInlinkedin.com/company/nau-athletics

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NAU Athletics