When the University of Arizona football team takes the field on Saturday evening against Hawaii in front of thousands of cheering Wildcat fans at Arizona Stadium, it will also mark the symbolic start of a new five-year strategic plan designed to shape the future of Arizona Athletics. The Bear Down Blueprint arrives at a pivotal moment for college athletics, with conference realignment, soaring television contracts and name, image and likeness regulations redefining the landscape.
“College athletics is at a crossroads,” said Desireé Reed-François, director of athletics. “We are in the most transformative time in our industry, and we cannot afford to be left behind. That’s why it was so important that we create a plan that not only reflects our values, but also ensures Arizona stays above the cut line by competing nationally, growing strategically, and positioning our entire university for long-term success.”
The monthslong process was rooted in Arizona Athletics’ core values of respect, integrity, community, excellence and resilience. Athletics partnered with the Eller College of Management to develop the plan and collected input from student-athletes, coaches, staff, faculty, alumni, donors and fans.
“Desireé is a presence,” said Paul Melendez, University Distinguished Outreach Professor in the Department of Management and Organizations.. “She has a proven track record of success, and she made it clear she wanted to transform athletics here. That commitment set the tone for the entire process.”
“Strategic planning done right is an ongoing process,” Melendez continued. “You set strategic pillars, goals and KPIs but you do it with your team and stakeholders so they have a voice, accountability and ownership. That’s when the plan really works.”
The final plan features four strategic pillars:
- Graduating Leaders: Elevating the holistic student-athlete experience through academic support, career readiness and performance development
- Winning Championships: Achieving sustained success in the Big 12 Conference and nationally through excellence in performance and preparation
- Galvanizing Community: Strengthening relationships with alumni, fans and partners across the state and beyond
- Organizational Strength: Enhancing operations, financial sustainability and professional development through a values-based culture
“These pillars set the foundation for more than just wins and losses, they connect our work to the broader mission of the University of Arizona,” Reed-François said. “Athletics is the front porch of the university, the door to the global Wildcat community. The value of our success can’t be overstated – for example, our baseball team’s run to the College World Series in the spring provided roughly $64 million in advertising for the university to a nationwide audience. And every year, Arizona Athletics contributes $266 million in economic impact to Tucson and the state of Arizona. The visibility and vitality of Athletics benefit every part of the university and our community and shines a light on the positive impact we all have in making U of A special.”
Ambitions and objectives
Reed-François and her team worked with Melendez to establish ambitious but achievable goals within the framework of the pillars. The key goals include:
- Achieving a top 25 finish in the Learfield Directors’ Cup, which measures success across all collegiate sports programs nationally.
- Balancing the budget by the end of fiscal year 2026, building on progress that has already reduced the deficit from $39 million to $5 million through the department’s 5-Point Plan.
- Growing fundraising to rank in the top third of Big 12 schools
- Boosting ticket sales and fan engagement, supported by brand-building and name, image and likeness initiatives
- Maintaining strong academic performance by achieving at least a 3.25 grade point average department-wide and creating a clear post-graduation path for every student-athlete, whether that’s a job, graduate studies or a professional athletic career
Many of the objectives focus on student-athlete success, enhancing the fan experience to boost attendance and strengthening Athletics’ financial position. That effort includes pursuing new revenue streams, such as a potential naming rights deal for Arizona Stadium. Athletics has also already taken a step toward boosting fan experience ahead of basketball season at McKale Memorial Center, bringing the iconic cactus logo back to the court floor – a design voted on by fans. Earlier this month, CBS Sports ranked the court design as the best in college basketball.
The iconic cactus logo has returned to the court at McKale Memorial Center. In August, CBS Sports ranked the court design as the best in college basketball.
Connecting to the university’s mission
The Bear Down Blueprint aligns closely with the university’s strategic imperatives. Its focus on galvanizing community and preparing student-athletes for success reflects the university’s broader call to engage with Arizona’s communities and foster success for every student.
Melendez said Athletics is one of the most visible connections people have to the university, making cross-campus collaboration essential.
“We’re all in the same boat,” Melendez said. “If Athletics succeeds, the university succeeds. That’s why this collaboration matters.”
Reed-François said collaboration with other colleges is already creating new opportunities for student-athletes and the university as a whole.
“We have already seen what’s possible through strong campus collaboration, whether it’s partnering with Eller and CALES on our new NIL branding minor or creating new development opportunities for student-athletes,” she said. “These kinds of partnerships are critical to preparing our students for success and to ensuring the University of Arizona thrives as one connected institution.”
Looking forward
The Bear Down Blueprint positions Arizona Athletics to thrive in the Big 12 and beyond, but it’s not a static document, Melendez said.
“Gone are the days where organizations would just sit on these five-year strategic plans,” Melendez said. “Because things are happening so fast, we almost have to look at this as a one-year plan — something we know we’ll have to monitor, evaluate and revise. It’s a living document, and Athletics has embraced that fully.”
As the Wildcats prepare to take on the Big 12’s best throughout the year, Reed-François said she wants the whole community to see Athletics as a source of pride, joy and community connection.
“Time’s up – it’s time to step forward and support the Cats. Together, we can seize this moment, compete at the highest levels and show the world what makes the University of Arizona extraordinary.”