Pitt AD Allen Greene discusses revenue-sharing strategy, Panthers’ positioning in new college sports landscape
(TNS) —In the aftermath of the House vs. NCAA settlement in June, which greenlit direct revenue-sharing between universities and student-athletes, Pitt athletic director Allen Greene painted an optimistic picture as to how the Panthers are ready to meet the moment.
Two months later, Greene again projected confidence in Pitt’s positioning within the massively altered collegiate athletics landscape.
He also acknowledged the uncertainties that come with the territory of Pitt and the rest of the college sports world continuing to step deeper into uncharted waters.
“Honestly, it’s what we thought,” Greene said Thursday at UPMC Rooney Sports Complex in the South Side. “There’s been a lot of conversation, a lot of dialogue around what this means. Obviously, we want some structure around (revenue) share and we’re getting that. We know it’s not going to be perfect so we’re dealing with the bumps as we go along but, all in all, it looks like we’re in a good spot.
“… I’m really excited about where we’re going. Like everyone else, we’re trying to figure out where the puck is gonna be and try to skate to it. I’m really proud with what our team is doing.”
Greene, on the job in Oakland since mid-October of 2024, is now responsible for the distribution of revenue to Pitt’s student-athletes, which is capped at $20.5 million for the 2025-26 academic year.
Asked directly if Pitt plans to spend up to the $20.5 million revenue-sharing cap, Greene responded:
“We’re committed to making sure Pitt is in the national spotlight competitively, no question.”
While Greene and his fellow athletic directors have that firm figure to work with, challenging questions are surfacing as to the allocation of the money.
Specifically, how big of a lion’s share will trickle down to Pat Narduzzi’s football program, Pitt’s breadwinner within the athletic department?
Next in line for revenue-sharing would be Jeff Capel and the men’s basketball squad.
If Greene knows exactly how the dollars are going to be split between Pitt’s two biggest revenue-garnering sports, he kept the specifics close to vest in chatting with reporters Thursday morning.
“We are taking a strategic approach like everybody else in the country to identify the sports who have opportunities to be nationally competitive and invest in those, and then making sure we’re strategically planning to invest in our other sports in other ways to make sure they’re competitive as well,” Greene said.
Speaking of programs at Pitt that have opportunities to be nationally competitive, women’s volleyball is ranked No. 3 in the AVCA preseason poll, while men’s soccer came in at No. 7.
What will their cut of the cake be as dominant programs that aren’t exactly cash cows for the athletic department?
Greene was similarly non-specific regarding the split for those programs, as well as on if tough decisions could be looming at Pitt, namely having to cut any teams.
“Everything that we’re doing is different from what we’ve done before in the past,” Greene continued. “Regardless of whether it’s investment or how we invest, everything that we’re doing is different than how we’ve ever done it before.”
Before he hit the practice fields to observe one of the Panthers’ fall camp sessions, Greene touched on a handful of additional matters:
—Greene relayed that the 240,000-square-foot Victory Heights facility under construction next to Petersen Events Center is “on schedule (and) on budget.” Initial estimated costs of the facility, which will serve as a training center and home venue for Pitt’s Olympic sports (not football or men’s and women’s basketball) came in at $240 million.
“It’s still coming along,” Greene said. “It’s a beautiful facility and I can’t wait for that thing to open. Hopefully, our student-athletes and coaches will be in there in the next few months, and then we’ll have an official grand opening at some point in time. We’re still working through that, but it’s on schedule, it’s on budget and it’s an asset to our entire university.”
—The ACC’s new television revenue-sharing model combines an equal split of 40% among member institutions along with 60% to be determined by five-year viewership figures. In other words, a lot of money is on the table for programs that attract the most eyes to their games.
Could that impact who and when Pitt schedules its nonconference opponents in the immediate years to come?
“It definitely sparks a conversation about philosophy and what’s important,” Greene said. “There’s money, there’s value, there’s wins, and (we’re) trying to strategize and thread needles on how to achieve, check boxes in all of those things.
“There’s definitely going to be some analysis and already has been on our scheduling out years. We have to determine what we want to do and how we want to manage it.”
—General managers are becoming all the rage in the post-House college sports world. For Capel and men’s basketball, Jay Kuntz oversees all aspects of the revenue-sharing process. Narduzzi previously said in the spring that Panthers alum and former Buffalo Bills general manager Doug Whaley had been involved in a similar capacity with the Panthers.
Are general managers going to start popping up as a position in more college sports?
“There’s been lots of questions about GMs, particularly over the last six to eight months,” Greene said. “What I will tell you is the titles are consistent but the responsibilities of the title vary from place to place. I’m less concerned about having a GM than making sure we have the right people in the right spots doing the things that we need to be successful.”