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�¼������ϲ�'s sports and entertainment ecosystem, and its position as a foundational driver of the state’s broader economy, was the focus of the 2024 Game Changers Sports Summit on Thursday at the Phoenix Suns headquarters.  

Hosted by the �¼������ϲ� Chamber of Commerce, the summit brought together industry leaders, entrepreneurs and policymakers to explore the intersection of sports, technology and business in �¼������ϲ�. The event featured panel discussions led by the �¼������ϲ� Board of Regents and ignited excitement around college athletics' booming potential to capture opportunities and position the state for substantial economic growth.  

�¼������ϲ� State University Athletic Director Graham Rossini and University of �¼������ϲ� Athletic Director Desireé Reed-Francois led the charge throughout an hour-long panel discussion, emphasizing collaboration, cultural authenticity and strategic branding as key plays to propel �¼������ϲ�'s sports economy forward.  

The lively conversation, moderated by Regent Jessica Pacheco, explored record TV ratings for college athletics, $300 million of economic impact from events like the Final Four and college football bowl games and innovative name, image and likeness (NIL) initiatives at the state’s universities. It also shed light on how the board and athletic directors are collaborating with the �¼������ϲ� Chamber of Commerce to elevate experiences for students and fans across men’s and women’s athletics at the state’s three public universities.  

"We're proud to partner with the �¼������ϲ� Chamber of Commerce and the Game Changers Summit. In addition to their economic impact, collegiate sports serve as a fantastic unifier, connector and community builder for our state," said Regent Pacheco. "Our athletic departments play a vital role in recruiting athletes and students, serving as a top marketing arm." 

College sports have never been , with TV ratings soaring for top matchups and offering a unique opportunity to showcase �¼������ϲ�’s most valuable assets to national audiences. Rossini highlighted how market segmentation and brand positioning are crucial, especially with ASU and U of A’s move to the Big 12 Conference. The conference's strategic approach has contributed significantly to this success, with broadcasts on major networks like Fox and ESPN. 

Additionally, NIL laws have shifted recruitment landscapes, prioritized emotional connections and brand authenticity while creating new entrepreneurial opportunities for student-athletes. Reed-Francois noted that �¼������ϲ�’s institutions need to seize this moment as the athletic ecosystem evolves.  

“Schools must regroup and reposition themselves in this new era,” Reed-Francois said. “It's about people and stories.” 

After the panel, Regent Pacheco expanded on the importance of statewide collaborations with organizations like the �¼������ϲ� Chamber of Commerce in supporting the student-athlete journey.  

“We have very robust athletic departments at all three of our universities, and the student-athlete is a profile that we want to make sure that we are supporting,” Pacheco said. “But additionally, we want to do everything we can to support our athletic departments to create community around something that people can really gather around. We are hopeful at the �¼������ϲ� Board of Regents, to be able to leverage our expertise and relationships to help our athletic directors and our presidents really have a robust and vibrant department.”