AAC Launches Bold NIL Strategy with RISE Ventures Initiative

In the fast-evolving world of college athletics, the American Athletic Conference (AAC) is stepping up with a bold move that could shape the future of Name, Image, and Likeness (NIL) support for its schools, as well as keep them in the national conversation.

This spring, the AAC announced the launch of American RISE Ventures, a new business division focused on unlocking fresh revenue streams for its member institutions. At a time when NIL payments and direct athlete compensation are about to explode, this strategic pivot could be a game-changer for the conference’s competitive survival.

Bryan Calka has been tasked as the newly appointed Chief Commercial Officer of the AAC. “I’m excited to join the American at such a pivotal and energizing time in collegiate athletics,” said Calka. Calka, who previously led revenue efforts for the New York Yankees and the Professional Fighters League, brings deep commercial expertise to the table.

The stakes are rising quickly. If the House v. NCAA settlement is finalized, schools will be allowed to directly pay athletes, with a cap of $20.5 million per institution starting in the 2025–26 season. While Power 4 schools are largely expected to hit that cap, AAC schools are operating in a very different financial reality.

The AAC’s current media rights deal brings in about $7 million per school annually, a stark contrast to the Big Ten’s $75 million per institution. That disparity has already led to the loss of top programs like UCF, Houston, and SMU to richer leagues.

To close the gap, the AAC is taking action. Through RISE Ventures, the conference is centralizing efforts around sponsorships, brand partnerships, and emerging tech ventures. At the same time, the league is mandating that each member school (excluding Army and Navy) contribute at least $10 million to NIL revenue sharing over the next three years.

It’s a calculated bet: build a collective war chest now or risk becoming irrelevant later.

With NIL reshaping the recruiting battlefield, conferences that can’t help their schools generate real money won’t survive. The AAC knows this, and it’s fighting back with innovation, not excuses.