Spartan Ventures Launches a New Era for Michigan State Athletics
7/1/2026
Spartans,
Today is an exciting day for Michigan State Athletics as it is the official launch for Spartan Ventures. For months, our team has been working hard to prepare for this moment, creating the structure which will provide the resources the department needs to succeed now and for years to come. Fueled by Spartan Media Ventures and the Spartan Athletic Foundation, Spartan Ventures best positions Michigan State Athletics for the future amid a constantly changing landscape in intercollegiate athletics.
We want to share a bit about our new structure and how it will benefit our student-athletes and coaches in the years ahead. First, some clarity on the new organization:
- Spartan Ventures: A non-profit, tax-exempt corporation which aligns the commercial operations of Michigan State Athletics, allowing them to work with the precision and flexibility of a private corporation in support of Michigan State Athletics and Spartan student-athletes.
- Spartan Media Ventures: A for-profit corporation built to elevate the brand of Michigan State Athletics, facilitate capital investment to accelerate the commercial operations of Spartan Ventures, and to enhance student-athlete opportunities.
- Spartan Athletic Foundation: Spartan Fund operations move over to the Spartan Athletic Foundation, a non-profit, tax-exempt corporation operating as a subsidiary of Spartan Ventures. The Spartan Athletic Foundation will focus on increased connection and enhanced opportunities for Spartan donors, while continuing its core purpose of raising money in support of Michigan State Athletics. Donors will maintain their Spartan Priority Points during the transition.Although Spartan Ventures is new, the idea of affiliated entities on the Michigan State campus is not unique. In 1973, the Michigan State University Research Foundation was founded as an independent non-profit corporation. Since then, it’s invested $400 million back into the University to support research and entrepreneurship.
As college athletics evolves, it places incredible pressure on the need for increased revenue and the amount required to build championship programs. As the landscape becomes more commercial, it rewards athletic departments who adapt accordingly. Spartan Ventures presents a framework in which we can maximize existing revenue streams and create new ones. Maximizing revenue allows Michigan State Athletics to help preserve the opportunities which currently exist for student-athletes across 23 sports. Innovation enhances our opportunity for competitive excellence.
Just a few weeks ago, Michigan State Athletics and MSUFCU announced a groundbreaking 10-year jersey patch partnership agreement. The department’s ability to negotiate and finalize corporate partnerships such as this is aided by Spartan Ventures operating as a private sector company.
Athletics is based around competition and, ultimately, we’re measured by the results on the scoreboard. Spartan Ventures provides Michigan State with the infrastructure and resources to attract and retain student-athletes, coaches and staff. Specifically, the department will be able to dramatically increase its commitment to student-athlete commercial opportunities.
Success and accountability go hand-in-hand, and oversight of Spartan Ventures is critical to ensure alignment with the university’s mission. There are well-thought-out guidelines, policies and reporting structures in place. Spartan Ventures has a seven-person board, including three spots reserved for the MSU Board of Trustees Chair, the MSU President and the MSU Director of Athletics. The four outside members all have a long history of supporting MSU and understand maintaining the core mission and values of the university is the path of success for Spartan Ventures.
Michigan State is among the first athletic departments to implement this innovative structure along with a few others which already have something similar in place. Since we announced Spartan Ventures last October, more have followed and we know there will be more in the months ahead. This is the future of college athletics. Throughout our history, Michigan State has always been at its best when it’s on the front end of change. This is our time to be a leader once again.
Enhanced revenue creation and maximization, including private investment, allows Spartan Ventures to excel while limiting the burden on Michigan taxpayers and Michigan State students. Spartan Media Ventures is a for-profit corporation built to enhance the brand of MSU Athletics and facilitate capital investment by friends of the program. It is structured to leverage and monetize future media rights revenue, sponsorship inventory and branding opportunities. Furthermore, there are guardrails in place to ensure that Michigan State will never lose control of department operations.
As noted earlier, changes in college athletics are increasing the stress on revenue. Throughout the country, athletic departments are scaling back on staff. Launching Spartan Ventures has actually created additional jobs. Not only were MSU Athletics staff in commercial units provided new opportunities to join Spartan Ventures, but additional outside employees were also hired to round out a robust revenue-focused team. No jobs were eliminated. In total, 46 employees have been hired by Spartan Ventures, with more positions still to be filled. Additional Michigan State Athletics staff members will have some portion of their time allocated to Spartan Ventures.
Spartan Ventures allows for more aggressive recruitment and retention of employees than the typical higher education model. We’ve already been able to scale the Spartan Athletic Foundation with multiple new fundraising positions. Employees are able to be incentivized around financial goals in a manner which wasn’t previously available.
For all the changes, it’s worth noting that there’s a lot around Michigan State Athletics that’s not changing. While commercial operations are moving to Spartan Ventures, everything else is remaining under Michigan State Athletics within the University structure. This includes, but is not limited to, student-athletes, coaches, compliance, event management, facilities, equipment, sport management, athletic administration and all the student-athlete support areas such as athletic training, mental health, strength and conditioning and nutrition.
While Spartan Ventures provides the resources to better invest in our student-athletes, coaches, staff and some improvements to the gameday experience, the act of going to a game at Spartan Stadium, Breslin, Munn or any of our other facilities will be familiar and will still hold the tradition you’ve come to know and love. The integration of Spartan Ventures into the Michigan State Athletics ecosystem should be seamless for those outside the organization. You’ll still cheer your heart out for the Green & White like you always have.
We close with a big picture explanation of why Spartan Ventures’ success is important for not just Michigan State Athletics but for the University and community as a whole.
People often refer to athletics as the front porch for a university. Within the department, we believe that athletics can shine a spotlight on the real work being done by professors and students in the classrooms, labs and seminars throughout campus. Furthermore, nothing brings campus together like a home football game. Tens of thousands of alums, donors, faculty and staff gather in a singular place with a shared allegiance to Michigan State University. The more success athletics experiences, the more people want to be associated with their alma mater. It benefits admissions, faculty and staff recruitment, alumni engagement and even local businesses.
Our brand has an outsized impact on the entire campus community. Spartan wins and losses are felt throughout the banks of the Red Cedar. It’s a responsibility we recognize and take seriously. That’s why when we experience success, we all celebrate together.
So how can you help? Support our teams in person - Michigan State Football season ticket memberships are on sale now and season ticket membership renewals for men’s and women’s basketball and hockey will begin later in July. Also, give a philanthropic gift in support of FOR SPARTA! In the weeks and months ahead, the Spartan Athletic Foundation will share more information about some exciting changes, including a more robust donor benefit structure.
For more information and the latest Spartan Ventures news and employment opportunities, please visit our new website at: www.spartanventures.org.
Today is just the beginning of an exciting future. One that marks a new era for the Spartans. Thank you for your continued support of Michigan State Athletics and Spartan Ventures. We look forward to seeing you this fall.
Go Green!
Jon Palumbo
CEO, Spartan Ventures
Jared Kozinn
President & Chief Commercial Officer, Spartan Ventures
Tim House
President, Spartan Athletic Foundation
