Story Links HARRISONBURG, Va. – As James Madison University charts a path to ensure future success and growth opportunities in intercollegiate athletics, the department has targeted a multi-faceted revenue plan to best position JMU Athletics in the evolving national framework. JMU Athletics has announced strategic revenue enhancements with a focus in this message on football with […]
HARRISONBURG, Va. – As James Madison University charts a path to ensure future success and growth opportunities in intercollegiate athletics, the department has targeted a multi-faceted revenue plan to best position JMU Athletics in the evolving national framework.
JMU Athletics has announced strategic revenue enhancements with a focus in this message on football with season ticket sales for 2025 set to launch on Wednesday, Feb. 5. More details of the impact on men’s and women’s basketball will be shared closer to the anticipated Feb. 19 launch of the 2025-2026 hoops season ticket entry process.
“We strive to best position James Madison Athletics not only for this wave of change but also for further future evolution of college athletics,” Director of Athletics Matt Roan said. “We believe we are at the forefront of operation and investment in the student-athlete experience among peers and will continue to be diligent to maximize and enhance opportunities for student-athletes. Whether it’s ticket pricing, donation structure, multimedia rights revenue or any other financial framework, they each play a critical role in recruiting and retaining elite student-athlete and coaching talent and in offering first-class training and performance facilities. We’re grateful for the support of JMU Nation and their unmatched passion!”
The revenue initiatives stand on several key guiding points of emphasis:
- Ensure the current and future success of JMU Athletics as a broad-based intercollegiate athletics program supporting 18 sports in a fair and equitable manner while complying with Title IX.
- Proactive approach to build upon the momentum of the last 10 years of JMU’s rise in national profile, to maintain and expand JMU’s position in the national landscape.
- Embrace and enhance the unique culture, spirit and passion of JMU Athletics, James Madison University, and our constituency base, JMU Nation. It is a special thing to be a JMU Duke!
- Establishment of new methods of revenue generation focused on Student-Athlete Enhancement, particularly considering the House vs. NCAA Settlement and the advent of revenue sharing in college athletics.
- Attract and retain top talent to include coaches, staff and student-athletes.
- Evaluation of all ticket pricing models to A) maximize revenue and B) align the overall fan experience comparable to or above peers and other sport and entertainment industry offerings within a financially responsible model.
- Maximize infrastructure as the university master plan takes shape to expand and enhance the physical space offered to student-athletes and fans.
Roan added, “As we engaged in this process, it was critical that we consider our constituents and their impact. While we certainly need their help to maintain and elevate success, we are aware that our alumni, friends and fans can only support within their means. We’re extremely proud of being ‘The Valley’s Team’ and are blessed to have the unwavering support of this community. We’re grateful for everyone, wherever they are, doing what they can to advance our mission and contribute to our success. It’s as important as ever to continue to do whatever you can and to get others to join the ranks.”
Football
The 2025 JMU football schedule, particularly the slate of six home games, lines up as the most attractive in program history. JMU Athletics anticipates high demand as season ticket renewals launch this week on Wednesday, Feb. 5. Season ticket pricing has been adjusted as necessitated by demand and operational costs.
Due to demand for season tickets as the program rises in national prominence and the enhanced experience of attending Bridgeforth Stadium, JMU Athletics is instituting a specific “Entry Process” for new football season ticket purchases. Anyone interested in purchasing season tickets, who did not have season tickets in 2024, will now pay a $10 fee for establishment as an official season ticket interested party. The $10 fee allows the purchaser to be part of the season ticket process, which awards selection times based on Duke Club Priority Points. Those who choose to be a part of the entry process are not guaranteed tickets as all new tickets will be based upon availability during the selection process commencing in June.
JMU Athletics is aggressively pursuing additional first-time premium seating options for the 2025 season with a priority on diversifying elevated game experiences for patrons. Once confirmed for the upcoming season, information will be shared with those interested in premium areas. Should these new premium areas not come to fruition for the 2025 season, the department has every intention of introducing them in 2026.
All season ticket purchases, whether renewals or new accounts established through the entry process, must be made by May 15 in order to be part of the annual seating process to select seat locations. This includes for renewals to maintain their same seat locations from 2024. Duke Club giving for the 2025 calendar year is underway with Proud and True gifts required by the priority deadline, which includes increased gifts in order to improve Duke Club ranking and ticket selection opportunity.
Further details on ticket pricing and the opportunity to begin ticket purchases will be launched on Wednesday February 5.
Basketball
Season tickets for the 2025-2026 men’s and women’s basketball seasons in the Atlantic Union Bank Center will launch on Feb. 19. The upcoming basketball season ticket campaign includes a previously scheduled full reseating and reparking process to allow full access for fans to upgrade ticket and parking locations for the next four-year seating cycle. The Priority Deadline for Men’s and Women’s Basketball renewal process will be Tuesday, June 3, and the selection process will commence in Mid-July. More information regarding strategic modifications for the 2025-2026 basketball season will be shared closer to Feb. 19.
Other Sports
At this time, there are no planned changes to JMU’s practice of free admission for all other sports. However, an annual evaluation occurs for consideration of additional ticketing opportunities. Should a change occur, it will be communicated well in advance of a new competitive season.
Duke Club Proud & True Fund
As the landscape shifts and evolves, the Duke Club’s Proud and True Fund remains the top priority for athletics fundraising as it allows the department to address its largest expenditures. Even with the advent of revenue sharing and other aspects of the House vs. NCAA settlement, JMU’s scholarship bill and overall operating costs still stand as the top expenses, which are addressed through tax-deductible gifts to the Proud and True Fund. It is critical that JMU Athletics continue to grow its Proud and True Fund collections to maximize revenue and maintain success. Contact a Duke Club staff member to learn more about the impact that can be made via Proud and True giving.
Student-Athlete Enhancement Fund
As referenced in a January Roan Remarks, the Montpelier Collective no longer receives contributions for the purpose of student-athlete name, image and likeness. Individuals and businesses still have the opportunity for direct NIL agreements with student-athletes thanks to the Honors1 program and the JMU Dukes Exchange.
With additional operating costs in the form of increased scholarships and revenue sharing introduced by the anticipated House vs. NCAA settlement, JMU Athletics is working to establish a new Student-Athlete Enhancement Fund housed within the Duke Club and in cooperation with the JMU Foundation. More information will be available publicly soon, but interested donors are welcome to contact the Duke Club to learn more about this exciting opportunity to provide an enhanced student-athlete experience at JMU.
Other Duke Club Giving Opportunities
In addition to the Proud and True Fund, Duke Club Seat Contributions and the new Student-Athlete Enhancement Fund, many naming opportunities still exist in various JMU Athletics facilities. Donors can contact a Duke Club staff member to learn more about available naming opportunities. The Duke Club also coordinates capital giving opportunities and sport-program giving for those wishing to focus their gift on a particular sport program.
JMU Sports Properties – Corporate Sponsorships
JMU Athletics collaborates with its third-party rights holder, JMU Sports Properties, to manage all aspects of corporate sponsorships, which also accounts for a significant portion of revenue generation for the department. Interested businesses should contact the JMU Sports Properties team to learn more about sponsorship opportunities.
JMU Athletics Master Plan
JMU Athletics has been working with President Charlie King and university senior leadership to update the department’s master plan, which impacts multiple sport programs. More details will be shared later in terms of scope of plans as well as capital giving impact.
