The landmark antitrust settlement from House v. NCAA, approved in June 2025, opened the door for universities to share revenue directly with student-athletes for the first time in college sports history. With distributions reaching up to $20.5 million per year, athletic departments around the country were left trying to figure out where this new budget line item was going to come from.

The purchasing journey doesn't need to end when the ticketing transaction does. In fact, it's just beginning.