On March 4, Ryan Berryman was appointed Vice President and Director of Athletics. A three-time UNM graduate and New Mexico native, Berryman becomes one of the youngest athletics directors in Division I, and the first Lobo alumnus to lead the department in the modern era.

Collegiate athletics has undergone significant changes over the past several years, and recently, to stay competitive and uphold its mission as a leading public institution, The University of New Mexico launched the Lobo Alliance, a coordinated, community-driven approach to supporting student-athletes through Name, Image, and Likeness (NIL) with a new revenue-sharing model.

The initiative follows last summer’s House v. NCAA settlement, which reshaped how universities can support and compensate student-athletes. Under the agreement, Division I schools that opt in will help fund $2.8 billion in backpay for former athletes through NCAA reserves and reductions in annual NCAA distributions over the next decade. As a result, UNM will receive less NCAA funding but can now directly compensate student-athletes.

While participation is optional, schools may share up to an estimated $20.5 million annually, about 22% of average Power Five athletics revenue from media rights, ticket sales, licensing, and sponsorships. Traditionally, student-athlete support came through scholarships, stipends, and more recently, third-party NIL collectives.

The new model adds a direct institutional component, updates roster limits, and opens the door for expanded scholarship opportunities.

For a couple of years, NIL efforts at UNM were led externally through the 505 Sports Venture Foundation (505SVF), founded by Kurt Roth, a UNM graduate and current UNM Alumni Association Board Member. The House settlement changed that landscape, allowing athletics departments nationwide to directly facilitate NIL opportunities and revenue-sharing programs.

“When the rules changed to allow institutions to directly compensate student-athletes, it created a major opportunity for us,” said UNM Vice President and Director of Athletics Ryan Berryman. “Recently, Kurt Roth led those efforts independently because schools weren’t permitted to do so, and we saw the impact from Kurt’s efforts when our teams won Mountain West Basketball Championships in 2024 and 2025.

“With the new rules in place, we launched the Lobo Alliance to bring those efforts under the university umbrella. Now, supporters can make tax-deductible gifts through the Lobo Club to directly support our NIL initiatives and help us remain competitive moving forward.”

Aligning Philanthropy, Sponsorship, and Athletics

The Lobo Alliance unifies philanthropy, corporate sponsorship, NIL activities, and the long-standing Lobo Club into one coordinated strategy. The model opens new opportunities for businesses to partner with UNM and feature student-athletes in marketing and community engagements, while also encouraging broad-based community support in what leadership describes as a “Green Bay Packers model.”

“There’s a philanthropic side, where people give because they believe in the student-athlete experience,” Berryman said. “But there’s also a true business component. Companies want student-athletes representing their brand and in Lobo uniforms, and we can now facilitate that.”

These agreements generate revenue that directly supports student-athletes and strengthens the athletics department’s sustainability.

While the model creates new opportunities, it also brings financial challenges, particularly for non-Power Four schools. Lower NCAA distributions, combined with revenue-sharing expectations, require athletics departments to reassess their budgets. UNM leaders say the university is entering this era from a position of relative strength, but discipline and strong revenue generation will be essential.

“It’s something every athletic department in the country is grappling with right now. If you follow college athletics, you see programs carrying significant debt as they try to stay competitive,” Berryman noted. “We’ve built a solid financial foundation, but we must continue to focus on fundraising, corporate sponsorships, and strong competitive performance. Success in our revenue-producing sports, football and basketball, creates a lift across all 450 student-athletes and every program in the department.”

Media rights remain the largest revenue engine in college sports, and conference realignment continues to underscore the importance of visibility in football and basketball.

“We’ve seen this more than ever in the past few years, especially with conference realignment. Much of that movement is driven by the value institutions and conferences bring to television partners,” said Berryman. “When media contracts expire, schools reassess their position because there’s so much money on the line tied to multimedia rights. Those deals are largely driven by football and basketball, which generate the most visibility and viewership.”

UNM’s NIL efforts now operate fully within the university ecosystem, with the Lobo Club Board of Directors overseeing fund movement under established donor and compliance protocols. “There are a lot of eyes on this,” Berryman said, crediting both Roth and Deputy Athletic Director and Chief Revenue Officer Jalen Dominguez for the development of the Lobo Alliance and a smooth transition.

Beyond Compensation: Education and Life Skills

The platform of being a Lobo continues to change lives, whether athletes remain at UNM, transfer elsewhere, or arrive from other programs seeking expanded opportunity. To that end, UNM is working with corporate partners, particularly in banking and finance, to provide early and ongoing financial education, helping student-athletes make informed decisions that impact their futures.

“What can’t get lost in all this change is the value of the experience we provide,” Berryman said. “College sports still change lives through education, competition, and holistic development. That mission hasn’t changed. We’re still focused on creating meaningful opportunities and life-changing experiences for the vast majority of our student-athletes.”

Success in the next several years will be measured in both competitive outcomes and community engagement. Athletics success brings national visibility that influences alumni pride, enrollment trends, and broader perceptions of UNM. Research across higher education has shown that athletic momentum can create broader institutional value.

UNM cross country and track and field standouts Pamela Kosgei (left), Samuel Habtom (right) and Vice President and Director of Athletics Ryan Berryman.

“This effort is about community,” Berryman said. “It’s not driven by one billionaire—it’s powered by many people giving what they can. If, five years from now, supporters feel they helped put New Mexico on the national stage, that’s success.”

One community partner who recently signed a naming rights agreement for The Pit is Nusenda Credit Union. The 10-year partnership will provide an average annual value of $1.74 million in support of UNM Athletics. As part of the agreement, University Arena—The Pit will carry the name The Pit—Powered by Nusenda, preserving the iconic identity of one of college basketball’s most storied venues while recognizing Nusenda’s longstanding investment in the University and the state.

“We are thrilled to enter into this historic partnership between two of New Mexico’s most identifiable brands—The University of New Mexico Lobos and Nusenda Credit Union. In this era of collegiate athletics, sustained excellence requires collective investment,” said Berryman. “This agreement provides meaningful operating support for our programs while honoring the tradition and legacy of The Pit. I hope that our community will be inspired by what is possible through The Power of We.”

Supporting the Lobo Alliance

Supporters who want to strengthen UNM Athletics in this new era can make a tax-deductible gift to the Lobo Alliance through the Lobo Club. These contributions directly fund NIL initiatives, helping UNM recruit, retain, and develop student-athletes.

Looking ahead, Berryman hopes the Lobo Alliance will be remembered as a turning point that elevated both athletics and the university’s national profile. As he notes, “The more people who see your brand, the more weight it carries.”

The Lobo Alliance is more than a funding model—it is a shared commitment to elevating New Mexico.