Blue Strike Sports today kicked off research and testing for the Do Good Do Well Sustainable-Business Plan for Collegiate Athletics aimed at amplifying nine revenue opportunities for NCAA athletic directors and campuses.

To do this, Blue Strike today launched a national survey to assess evolving behavioral and market preferences of college sports fans, brands, students and community stakeholders.

Blue Strike will integrate those findings into new research that helps build out a sustainable-business framework to be pilot tested by major college sports programs in Fall 2026.

“Green sports have been seen as a cost center, not a revenue center,” said 15 year veteran Athletic Director Rick George of the University of Colorado. “But we have seen green sports bring in substantial new revenues in a variety of different ways.”

“Now, the Do Good Do Well sustainable-business plan will map green sports’ path to new revenues for athletics and campus.”

The national survey will be fielded by Dr. Jonathan Casper, a sport management professor at North Carolina State University.

“This survey will provide data-driven insights into whether sports sustainability translates into stronger student recruiting appeal, brand marketing advantage, deeper fan loyalty, and increased donor support,” said Casper.

Further testing and learning will proceed starting this Summer with several universities pilot testing and updating research over the 2026-2027 academic year.

Blue Strike will assist these pilot campuses in growing their marketable assets, refining stakeholder outreach, leveraging an array of campus opportunities and assessing revenue flows.

“We have seen that doing good and doing well are not competing goals,” says Blue Strike project director Dave Newport. “Survey results, new research, and pilot projects will update our Do Good Do Well strategy.”

The final Do Good Do Well Sustainable-Business Plan for Collegiate Athletics will be published Summer of 2027.

About Blue Strike:

Blue Strike is a global, woman-owned, sustainability consultancy helping organizations reduce impact while increasing social and economic value.

Through integrated climate, energy, waste, sports and community engagement solutions, Blue Strike helps clients build resilient systems that work.

For more information about the Do Good Do Well pilot projects and Blue Strike Sports, visit bluestrikesports.com.

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