Date of Award


Document Type


Degree Name

Master of Science in Coaching and Athletic Administration



First Advisor

Lana L. Huberty


College conference realignment has been and will be an imposing threat to universities and colleges across all division levels. With significant money to be had in intercollegiate athletics, Athletic Directors (ADs) are looking to position themselves and their university in the most optimal position to elevate their schools’ athletic brands. The literature review for this study utilized Concordia’s online research library platform, as well as recent news articles regarding conference realignment. With college athletics media valuation continuing to increase, one can draw the conclusion that conference realignment is here to stay. This project was designed to ask Athletic Directors and University Presidents what effect the conference move has had on the school from a pre and post perspective