Cash-hungry college sports programs are starting nonprofits to make money to stay competitive‎

University of Louisville athletic director Josh Heird says there is no “silver bullet” that will help his department’s current revenue race. To compete in the increasingly commercialized world of college sports, programs of its size might spend more than $40 million a year on talent acquisition, revenue sharing and other costs, according to experts. Louisville, like a growing number of major conferences ′ public universities, is trying to narrow that spending gap and its supporters are trying to help by creating a new organization to oversee everything from third-party multimedia deals to hospitality packages.