UTSA Athletics

What UTSA Athletics does

UTSA Athletics is the intercollegiate athletics department of the University of Texas at San Antonio (UTSA), a public university established in 1969 within the University of Texas System. The department manages approximately 340 student-athletes across 16 NCAA Division I sports programs — seven men's (Baseball, Basketball, Cross Country, Football, Golf, Tennis, Track & Field) and nine women's (Basketball, Cross Country, Golf, Soccer, Softball, Tennis, Track & Field, Volleyball) — competing as a member of the American Athletic Conference (AAC). Approximately one-third of student-athletes are first-generation college students, mirroring UTSA's broader institutional demographic. Programs are housed across multiple facilities including the Alamodome for football, the Convocation Center for basketball and volleyball, and dedicated baseball, softball, soccer/track, and golf venues.

The department operates a direct-to-consumer business model with revenue generated across four primary streams: ticket sales (powered by Ticketmaster), officially licensed merchandise (UTSA Gear e-commerce store), corporate sponsorships (H-E-B, USAA, Bud Light, Whataburger, UT Health San Antonio, Texas Farm Bureau Insurance), and donations via the Bold Champions program. Ancillary revenue is emerging through the Run As One NIL (Name, Image, Likeness) program supporting student-athlete monetization. Distribution relies on the official goutsa.com website, Ticketmaster integration, and a multi-platform social media presence spanning Facebook, X, Instagram, and YouTube, with the in-house Rowdy Creative Agency — the first Group of 5 school to unify brand units under an agency model — leading creative and brand-building efforts.

Leadership is provided by Vice President for Intercollegiate Athletics Lisa Campos (named 2026 NACDA Athletics Director of the Year) and a coaching staff that includes Karen Aston, one of only 15 coaches in women's college basketball history to lead three different programs to the NCAA Tournament. The 2025-26 cycle delivered program-defining milestones: the Women's Basketball 2026 AAC Tournament Championship and NCAA Tournament bid (first conference title since 2009), the UTSA Cheer third national championship, the first WNBA contract signed by a Roadrunner athlete (Jordyn Jenkins with the Las Vegas Aces), and national marketing recognition for the first-in-the-nation First Gen jersey patch campaign.

Name

UTSA Athletics

Legal name

University of Texas at San Antonio Athletics

Website

https://goutsa.com

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

1–10 employees

Short description

UTSA Athletics is the NCAA Division I intercollegiate athletics department of the University of Texas at San Antonio, managing 16 sports programs and approximately 340 student-athletes competing in the American Athletic Conference. It generates revenue through tickets, merchandise, sponsorships, and donations.

Ownership category

akta.pro rank

Product category

Collegiate Athletics

NAICS

Spectator Sports (71121), Sports Teams and Clubs (711211), Colleges, Universities, and Professional Schools (6113), Arts, Entertainment, and Recreation (71)

SIC

Services-Amusement & Recreation Services (7900), Services-Membership Organizations (8600)

akta.pro primary industry

College/University Athletic Departments & Varsity Programs (MPAKACAB)

akta.pro secondary industries

Intercollegiate Athletics (Varsity Sports Programs) (EDALAIAA), Athletics Fundraising, Sponsorships & NIL Support (EDALAIAN), Athletics Facilities & Venue Management (EDALAIAL), Athletics Events, Game Operations & Ticketing (EDALAIAK)

Keywords

• Collegiate athletics programs
• NCAA Division I sports
• Athletic event ticketing
• Licensed sports merchandise
• University athletics department

Headquarters

HQ city

San Antonio

HQ country

United States

HQ region

North America

Offices1 record

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 selling tickets to athletic events including football (Alamodome), basketball, volleyball, baseball, soccer, softball, and other sports.
2. Merchandise and Licensing: Sale of officially licensed merchandise through the UTSA Gear store, including apparel, drinkware, and NIL (Name, Image, Likeness) gear.
3. Corporate Sponsorships: Partnerships with corporate sponsors including H-E-B, Bud Light, USAA, Whataburger, UT Health San Antonio, and others who advertise and support the athletics program.
4. Donations: The Bold Champions donation program supports UTSA Athletics. Proceeds from the book 'Still Undefeated' about UTSA Football go directly to support the program.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

UTSA Athletics manages and operates 16 NCAA Division I intercollegiate sports programs for the University of Texas at San Antonio Roadrunners as a member of the American Athletic Conference. The department delivers live sporting events, sells tickets and licensed merchandise, manages athletic facilities (Alamodome, Convocation Center, Roadrunner Athletics Center), and supports student-athlete development through academic services, sports medicine, and NIL programs. Revenue is generated from ticket sales, merchandise, corporate sponsorships, and donor support.

Product overview

UTSA Athletics is a university athletics department managing a comprehensive collegiate sports program. The organization operates men's sports programs (Baseball, Basketball, Cross Country, Football, Golf, Tennis, Track & Field) and women's sports programs (Basketball, Golf, Soccer, Softball, Tennis, Volleyball), all competing at the NCAA Division I level as members of the American Athletic Conference. The department provides ticketing services for home events through Ticketmaster, operates an official merchandise store, and manages various athletic facilities including the Convocation Center, baseball stadium, softball stadium, soccer and track complex, and golf facilities. UTSA Athletics also runs community engagement programs such as the First Gen campaign supporting first-generation student-athletes.

Differentiator

Problem solved

Functional benefit

Products and services

• UTSA Football Program

Quantifiable outcome

• Won 2026 American Women's Basketball Tournament Championship with 18-15 record, defeating top three seeds
• +6 more outcomes

Named customers3 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

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Texas Farm Bureau InsurancecoreGTM or Marketing PartnerTexas Farm Bureau Insurance provides complimentary tickets to UTSA Athletics home events (Football, Basketball, Baseball) as a member benefit program. Members can enter for tickets between Monday and Tuesday of game weeks. This partnership drives fan attendance and provides visibility for Texas Farm Bureau among UTSA fans.
• H-E-BcoreGTM or Marketing PartnerH-E-B, the prominent Texas grocery retailer based in San Antonio, is a key sponsor of UTSA Athletics visible on the athletics website footer and promotional materials.
• USAAcoreGTM or Marketing PartnerUSAA, a major financial services company headquartered in San Antonio, is a sponsor of UTSA Athletics with prominent logo placement on the athletics website and partnership with Cowboys AC for promotions.
• WhataburgerminorGTM or Marketing PartnerWhataburger, the Texas-based fast food chain, is listed as a sponsor partner with logo presence on the UTSA Athletics website.
• UT Health San AntoniocoreGTM or Marketing PartnerUT Health San Antonio sponsors UTSA Athletics, including presenting the UTSA Basketball Show. Located in the San Antonio medical center, they provide healthcare services to the community.
• Bud LightminorGTM or Marketing PartnerBud Light is an alcohol beverage sponsor of UTSA Athletics with logo placement on the athletics website.
• Cowboys ACminorGTM or Marketing PartnerCowboys AC sponsors the 'Coolest Plays of the Season' sweepstakes contest, offering signed UTSA jerseys as prizes. Air conditioning services company serving San Antonio area.
• AlamodomecoreOthersThe Alamodome in San Antonio is UTSA's primary football venue. The venue has its own clear bag policy and prohibited items list separate from campus athletics facilities.
• TicketmastercoreTechnology or IntegrationTicketmaster serves as the primary ticketing platform for UTSA Athletics, powering ticket sales through their Ticketmaster platform (am.ticketmaster.com).
• NCAAcoreStrategic or Co-development PartnerUTSA Athletics is a member of NCAA Division I and competes under NCAA rules and regulations. NCAA governs postseason tournament access and eligibility requirements.
• American Athletic ConferencecoreStrategic or Co-development PartnerUTSA Athletics is a member of the American Athletic Conference for most sports. The conference provides championship competition and postseason tournament access including automatic NCAA Tournament bids.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• East Carolina University Athletics: American Athletic Conference peer in NCAA Division I with a similar Group of 5 revenue profile and multi-sport footprint. Comparable in scale and operational structure to UTSA Athletics.
• University of Cincinnati Athletics: Fellow American Athletic Conference member in NCAA Division I, operating a multi-sport athletics program with similar revenue streams (tickets, sponsorships, donations) and Group of 5 financial profile. Direct conference competitor for championships and postseason access.
• University of Memphis Athletics: American Athletic Conference peer with comparable multi-sport NCAA Division I program, Group of 5 budget profile, and similar reliance on ticket sales, sponsorships, and conference distributions. Benchmarks UTSA's fan engagement and competitive trajectory.
• SMU Athletics: American Athletic Conference member and fellow Texas-based NCAA Division I program with similar metropolitan market and brand-recognition profile. Direct competitor in conference championships and shared Texas recruiting corridors.
• Tulane University Athletics: American Athletic Conference member offering a directly comparable Group of 5 athletics program with shared governance, scheduling, and revenue-distribution framework. Useful for peer benchmarking on attendance, NIL, and sponsorship.
• University of Houston Athletics: Long-time American Athletic Conference peer (now departed for Big 12) historically comparable to UTSA, providing a benchmark for American Athletic-era performance and tier progression. Demonstrates the path from Group of 5 to Power conference membership.

Broad incumbents

• Boise State Athletics: Flagship Group of 5 program in the Mountain West Conference, widely considered the benchmark for non-Power conference brand building. Useful peer for UTSA's creative-agency and brand-building strategies in the Group of 5 tier.
• San Diego State Athletics: Mountain West Conference member and another top-tier Group of 5 brand, comparable to UTSA in its combination of strong football/basketball fan engagement and donor-driven revenue model. Useful peer for sponsorship and ticketing benchmarks.

Regional players

• Texas State Athletics: Texas-based NCAA Division I program (Sun Belt Conference) sharing the same state, recruiting corridors, and potential sponsor pool as UTSA. Provides a regional comparability benchmark even though it competes in a different conference.
• University of North Texas Athletics (Mean Green): Texas-based NCAA Division I program previously in the American Athletic Conference orbit (Conference USA). Shares Texas recruiting base and regional sponsorship pool with UTSA, making it a relevant peer for talent and sponsor competition even outside the same conference.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/UTSAAthletics
• YouTubeyoutube.com/rowdycreative
• Facebookfacebook.com/UTSAAthletics
• Instagraminstagram.com/utsaathletics
• LinkedInlinkedin.com/company/utsa-athletics

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 UTSA Athletics