Balancing act: 26 Sun Devils sports present unique challenges in NIL era

May 18, 2026 - 17:13

Arizona State University's athletic department is navigating a complex landscape as it works to support 26 varsity sports while adapting to the realities of name, image, and likeness deals. Unlike schools that focus heavily on football and basketball, the Sun Devils must spread resources across a wide range of programs, from swimming to wrestling, each with its own needs and revenue potential.

The challenge lies in maintaining competitive rosters when top athletes in non-revenue sports can now earn money through endorsements. Coaches are finding that NIL opportunities are no longer just a bonus for star quarterbacks; they are becoming a factor in recruiting for sports like gymnastics and softball. This forces the department to think creatively about how to help all athletes build their personal brands, not just those in the spotlight.

Financial pressures also play a role. While football and men's basketball generate most of the income, the other 24 teams rely on that support to operate. With NIL collectives and third-party deals shifting how players are compensated, the athletic department must ensure that every sport gets a fair share of attention and resources. Athletic director Ray Anderson has emphasized that the goal is to provide a quality experience for every Sun Devil, regardless of the sport. The balancing act is real, and Arizona State is learning to walk the line between tradition and a rapidly changing business model.