The University of Tulsa Athletics

What The University of Tulsa Athletics does

The University of Tulsa Athletics ("Golden Hurricane") is the NCAA Division I athletics department of The University of Tulsa, a private university founded in 1894 in Tulsa, Oklahoma. The department sponsors 18 varsity sports programs (after the 2025 reinstatement of Men's Golf) competing primarily in the American Athletic Conference, with Rowing competing in the Big 12. The organization serves student-athletes, fans, alumni donors, corporate sponsors, and the Tulsa metro community, producing competitive collegiate athletics entertainment while operating under a "Develop, Engage, Win" strategic framework published in 2025.

Revenue is generated through five documented streams: ticket sales (season, single-game, mini-plan, premium seating) distributed via a direct online ticket office, the in-person Reynolds Center ticket office, and the SeatGeek secondary marketplace; sponsorships and corporate partnerships with QuikTrip, adidas, Pepsi, Bobby Bones, River Spirit Casino, Saint Francis, Triad Eye, and Lexus of Tulsa; licensing royalties that have grown more than 25% for two consecutive years; donations and fundraising via the Golden Hurricane Champions Fund (TU Giving Day raised a record $1.58M in 2025-26); and merchandise/apparel sold through ShopGoldenHurricane.com. Consumer product extensions include co-branded "Tulsa Golden Lager" with Marshall Brewing and "Golden Barrel Bourbon Route 66 Reserve" with Hochatown Distilling.

The department operates no proprietary technology of its own; its digital surface — tulsahurricane.com, Hurricane Vision video-on-demand platform, Eye of the Hurricane podcast, ShopGoldenHurricane.com, and the evenue.net ticketing system — is built on standard Sidearm NextGen athletics infrastructure. Leadership comprises VP & Director of Athletics Justin Moore (appointed July 2024, ex-Texas A&M) and Head Football Coach Tre Lamb (35th head coach, hired December 2024 from East Tennessee State). The 2025-26 year produced four American Conference Championships — the department's most in a single year since 2015-16 — alongside the highest cumulative GPA in department history (3.418) and record annual fundraising.

Name

The University of Tulsa Athletics

Legal name

The University of Tulsa Athletics

Website

https://tulsahurricane.com

Company type

Private

Founded year

1894

Operating status

Operating

Headcount range

51–100 employees

Short description

The University of Tulsa Athletics operates 18 NCAA Division I varsity sports programs competing in the American Athletic Conference, generating revenue through ticket sales, sponsorships, licensing royalties, donations, and merchandise to serve student-athletes, fans, alumni, and corporate partners.

Ownership category

akta.pro rank

Product category

Collegiate Athletics Programs

NAICS

Sports Teams and Clubs (711211), Spectator Sports (7112)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

College/University Athletic Departments & Varsity Programs (MPAKACAB)

akta.pro secondary industries

Collegiate Athletic Conferences & Associations (MPAKACAA), Collegiate & School Athletic Facilities (MPAKAEAJ), Athletics Marketing, Communications & Fan Engagement (EDALAIAM), College/University Sports Events (NCAA & equivalents) (MPAGAMAE), Team & School Athletic Uniforms Retail (CRAMACAJ)

Keywords

• NCAA athletics programs
• College sports ticketing
• Athletic merchandise sales
• Sports sponsorship marketing
• Intercollegiate athletic fundraising

Headquarters

HQ city

Tulsa

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Ticket Sales: Revenue generated from single-game tickets, season tickets, mini-plan packages, and premium seating across all athletic events including football, basketball, volleyball, softball, soccer, and other sports.
2. Sponsorships & Corporate Partnerships: Corporate sponsorship deals with companies including QuikTrip, Bobby Bones, River Spirit Casino Resort, Saint Francis, Triad Eye, Pepsi, Lexus of Tulsa, and adidas. Revenue generated through naming rights, advertising placements, and partnership agreements.
3. Licensing Royalties: Revenue from licensing university logos, trademarks, and brand assets to merchandise partners and retail outlets, with licensing royalties increasing by more than 25% for two consecutive years.
4. Donations & Fundraising: Annual fundraising from donors, alumni, and supporters including the Golden Hurricane Champions Fund. Record-breaking TU Giving Day raised over $1.58 million, and highest annual fundraising total in Tulsa Athletics history recorded for second consecutive year.
5. Merchandise & Apparel: Online merchandise store (ShopGoldenHurricane.com) selling apparel, memorabilia, and official University of Tulsa athletics merchandise.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

The University of Tulsa Athletics operates 18 NCAA Division I varsity sports programs as a member of the American Athletic Conference, delivering live athletic competition, fan engagement content, youth athletic camps, and merchandise to students, fans, alumni, and corporate partners. Revenue is generated through ticketing, sponsorships, licensing royalties, donations, and retail merchandise sold via ShopGoldenHurricane.com.

Product overview

The University of Tulsa Athletics operates as a college athletics department with 18 varsity sports programs competing in the American Athletic Conference (Big 12 for Rowing). The organization's digital product portfolio centers on a unified athletics website (tulsahurricane.com) that serves as the primary hub for all sports coverage, content, and commerce. Key product offerings include: the Eye of the Hurricane Podcast series for audio content; Hurricane Vision video platform for on-demand streaming and highlights; ticket sales services through digital commerce; merchandise sales via ShopGoldenHurricane.com; and specialized programs such as the Pathway to Sports Academy for career development, The Portal House for transfer support, and Summer Camps for youth outreach. The department also produces documentary-style content series like 'This is Tulsa's Team' featuring specific sports teams. Corporate engagement is managed through Golden Hurricane Sports Properties sponsorship program. The athletics department is led by Vice President and Director of Athletics Justin Moore and Head Football Coach Tre Lamb.

Differentiator

Problem solved

Functional benefit

Products and services

• Tulsa Golden Hurricane Varsity Athletic Programs

Quantifiable outcome

• Four teams captured American Conference Championships in 2025-26 (Women's Golf, Volleyball, Men's Tennis, Men's Cross Country)
• +3 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and minor.

• QuikTrip (QT)coreGTM or Marketing Partner · 11 September 2026Partnership for new high school football showcase series 'QuikTrip's Battle for the Big Q' bringing Oklahoma's premier high school programs to H.A. Chapman Stadium. Inaugural event features Bixby vs Jenks rivalry game on September 11, 2026 at 7:30 p.m. Series will feature multiple games over coming seasons at Tulsa's football stadium.
• adidascoreGTM or Marketing PartnerOfficial athletic apparel and footwear partner for University of Tulsa athletics providing team uniforms, equipment, and branded merchandise.
• SeatGeekminorChannel Partner/ Reseller/ DistributorSecondary ticket marketplace partner for fans to buy and sell Tulsa Golden Hurricane football tickets.
• River Spirit Casino ResortminorGTM or Marketing PartnerLocal sponsor and advertising partner displayed on athletics website footer.
• Saint Francis Health SystemminorGTM or Marketing PartnerLocal health system sponsor and advertising partner displayed on athletics website footer.
• Triad EyeminorGTM or Marketing PartnerLocal vision care sponsor and advertising partner displayed on athletics website footer.
• PepsicoreGTM or Marketing PartnerOfficial beverage sponsor and advertising partner for University of Tulsa athletics.
• Lexus of TulsaminorGTM or Marketing PartnerLocal automotive dealer sponsor and advertising partner displayed on athletics website footer.
• Bobby BonescoreGTM or Marketing PartnerRadio personality and country music star who provided naming rights gift for Tulsa softball program. Partnership includes exclusive naming rights and promotional support.
• The American Athletic ConferencecoreStrategic or Co-development PartnerPrimary conference affiliation for NCAA Division I athletics competition. Tulsa competes in The American across 18 varsity sports with regular conference championships and postseason play.
• Marshall Brewing CompanyminorGTM or Marketing PartnerPartnership producing 'Tulsa Golden Lager' branded beer product.
• Hochatown DistillingminorGTM or Marketing PartnerPartnership producing 'Golden Barrel Bourbon Route 66 Reserve' branded bourbon product.

Scale indicators14 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• SMU Mustangs Athletics: SMU is a private Texas university that recently moved to the ACC from the AAC; it operates a comparable private-school D1 athletics program and historically was a direct conference peer of Tulsa before its elevation to a power conference.

Direct peers

• Wichita State Shockers Athletics: Wichita State University is a private American Athletic Conference member that closely mirrors Tulsa's profile as a smaller private university competing at the D1 mid-major level with similar funding constraints.
• Charlotte 49ers Athletics: University of North Carolina at Charlotte is an American Athletic Conference peer institution with a comparable mid-major D1 athletics portfolio and similar operational scale to Tulsa Athletics.
• UAB Blazers Athletics: UAB competes in the American Athletic Conference with a similar mid-major urban D1 program footprint, serving comparable student-athlete populations and operating under analogous conference revenue constraints.
• North Texas Mean Green Athletics: University of North Texas is a regional American Athletic Conference peer with similar mid-major D1 profile, comparable enrollment, and overlapping recruiting geography in the southern Plains region.
• Temple Owls Athletics: Temple University is an American Athletic Conference peer with similar mid-major D1 profile, urban setting, and comparable revenue/sponsorship model that mirrors Tulsa's program structure.
• Memphis Tigers Athletics: University of Memphis competes in the American Athletic Conference across similar varsity sports portfolio and serves as Tulsa's most direct competitive peer in terms of conference opponents, market positioning, and program profile.
• Rice Owls Athletics: Rice University is a private American Athletic Conference member; while smaller in enrollment, it offers a directly comparable private-school D1 athletics model with similar fundraising-driven economics.
• East Carolina Pirates Athletics: East Carolina University competes in the American Athletic Conference and offers a directly comparable set of varsity sports and revenue model characteristics to Tulsa's athletic department.
• Tulane Green Wave Athletics: Tulane University is a private American Athletic Conference member with comparable enrollment scale, urban private-school positioning, and similar revenue mix — making it one of the closest peer institutions for Tulsa Athletics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/tulsahurricane
• YouTubeyoutube.com/@tulsahurricane
• Facebookfacebook.com/TulsaHurricane
• Instagraminstagram.com/tulsahurricaneathletics
• LinkedInlinkedin.com/company/the-university-of-tulsa-athletics

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 The University of Tulsa Athletics