Published on December 8, 2025 by Catherine Smith  

This fall, faculty members in Samford University’s Brock School of Business—Mary Harrison, Nathan Kirkpatrick and Darin White—published a timely sports business case titled “Power Play: The Future of College Football in an Era of Centralization” in the International Journal of Sports Marketing and Sponsorship, a leading publication in the field. Their work tackles one of the most pressing questions in college athletics today: Is college football on the brink of breaking away from the NCAA? 

Centered on the 2024 College Football Playoff controversy, the case places readers alongside SEC commissioner Greg Sankey and Big Ten commissioner Tony Petitti as they evaluate issues of influence, fairness and the long-term structure of the sport. Through real developments, recent reporting and global examples of league consolidation, Harrison, Kirkpatrick and White outline competing models that could redefine college football. These include private equity involvement, expanded postseason formats and internal NCAA reforms. 

The case also examines the growing commercial pressures shaping decision-making. Media rights negotiations, name, image and likeness deals, athlete compensation and conference realignment continue to accelerate the sport’s shift toward a more professionalized model. At the same time, the authors highlight critical ethical considerations such as tradition, access, competitive equity and the long-term mission of higher education. 

More than a story about playoff brackets, this case challenges readers to consider what college sports should become. Should powerhouse conferences maximize autonomy and revenue, or work within the broader collegiate landscape to preserve rivalries, regional identity and educational values? By engaging these timely debates, the published case offers a powerful teaching tool that prepares the next generation of sport marketing professionals to navigate one of the most consequential transitions in the history of college athletics. 

Learn more about the authors: 

  • Darin White, Magaret Gage Bush Professor and founder of Sports Industry Program 
 
Located in the Homewood suburb of Birmingham, Alabama, Samford is a leading Christian university offering undergraduate programs grounded in the liberal arts with an array of nationally recognized graduate and professional schools. Founded in 1841, Samford enrolls 6,324 students from 44 states, Puerto Rico and 16 countries in its 10 academic schools: arts, arts and sciences, business, divinity, education, health professions, law, nursing, pharmacy and public health. Samford is widely recognized as having one of the most beautiful campuses in America, featuring rolling hills, meticulously maintained grounds and Georgian-Colonial architecture. Samford fields 17 athletic teams that compete in the tradition-rich Southern Conference and boasts one of the highest scores in the nation for its 97% Graduation Success Rate among all NCAA Division I schools.