A New Frontier in College Athletics
December 10, 2025 | Women's Rowing
The following story first appeared in the 2025 Review edition of SWEEP Magazine. Check out the entire magazine at GoHuskies.com/SWEEP2025.
A New Frontier in College Athletics
COLLEGE SPORTS' GREATEST CHANGE SINCE TITLE IX
Q&A with Shannon Kelly, Deputy Athletic Director of Revenue Generation and Sport Administrator for Washington Rowing
In June , the NCAA approved the landmark House Settlement, a transformative decision that will reshape the financial structure of college athletics for years to come. As part of the settlement, the NCAA will pay $2.5 billion in back damages and introduce a revenue-sharing model that allows participating institutions to allocate up to $20.5 million annually from television revenue — an amount set to increase by 4% each year. As athletic departments across the country respond to financial pressures by cutting sports and scaling back programs, the University of Washington has chosen a different path. UW remains fully committed to all 22 of its varsity sports, including men's and women's rowing, reaffirming its dedication to broad-based athletic excellence and the belief that every student-athlete deserves the opportunity to compete, grow, and thrive.
"Knowledge is power. We want our alumni and supporters informed so they can help us chart a clear path forward."
Q: HOW DOES THE HOUSE SETTLEMENT SPECIFICALLY IMPACT WASHINGTON ROWING?
A: Like many programs across the country, our coaches were asked to submit reduced budgets this year. While some institutions have made the difficult decision to cut sports, Washington has not. We remain fully committed to rowing and to all 22 of our varsity programs. That said, we're operating in a new reality. As part of the recent settlement, roster caps will now apply to both men's and women's rowing. Additionally, all student-athletes now have access to fair market value endorsement opportunities, allowing them to earn income based on their athletic performance and how that value translates in the marketplace.
Q: WHAT IS THE BEST PATH FORWARD FOR FRIENDS OF WASHINGTON ROWING?
A: First, continued investment in men's and women's rowing through programmatic support via the Annual Drive. Contributions help cover essential costs such as travel, equipment purchases, and race day expenses. Over time, we aim to expand endowment opportunities to further offset these costs and ensure long-term sustainability. Second, we invite alumni and business partners to connect with our student-athletes through Dawgs Unleashed. This platform enables athletes to engage in FMV partnerships that help offset educational expenses. Third, investing in current-use scholarship support helps ensure financial stability for our student-athletes, especially as traditional funding models evolve. These scholarships offer consistent, predictable resources that allow our rowers to focus on training, academics, and leadership—without the uncertainty of fluctuating financial support
LEADING THROUGH CHANGE
As college athletics enters a new era, Washington Rowing remains steadfast in its commitment to excellence, equity, and opportunity. The House Settlement may redefine amateurism, but it also opens doors for innovation and deeper community engagement. With the continued support of alumni, donors, and partners, Washington Rowing is poised not only to adapt but to lead — ensuring that every student-athlete has the resources to thrive in competition, in the classroom, and beyond.
A New Frontier in College Athletics
COLLEGE SPORTS' GREATEST CHANGE SINCE TITLE IX
Q&A with Shannon Kelly, Deputy Athletic Director of Revenue Generation and Sport Administrator for Washington Rowing
In June , the NCAA approved the landmark House Settlement, a transformative decision that will reshape the financial structure of college athletics for years to come. As part of the settlement, the NCAA will pay $2.5 billion in back damages and introduce a revenue-sharing model that allows participating institutions to allocate up to $20.5 million annually from television revenue — an amount set to increase by 4% each year. As athletic departments across the country respond to financial pressures by cutting sports and scaling back programs, the University of Washington has chosen a different path. UW remains fully committed to all 22 of its varsity sports, including men's and women's rowing, reaffirming its dedication to broad-based athletic excellence and the belief that every student-athlete deserves the opportunity to compete, grow, and thrive.
"Knowledge is power. We want our alumni and supporters informed so they can help us chart a clear path forward."
Q: HOW DOES THE HOUSE SETTLEMENT SPECIFICALLY IMPACT WASHINGTON ROWING?
A: Like many programs across the country, our coaches were asked to submit reduced budgets this year. While some institutions have made the difficult decision to cut sports, Washington has not. We remain fully committed to rowing and to all 22 of our varsity programs. That said, we're operating in a new reality. As part of the recent settlement, roster caps will now apply to both men's and women's rowing. Additionally, all student-athletes now have access to fair market value endorsement opportunities, allowing them to earn income based on their athletic performance and how that value translates in the marketplace.
Q: WHAT IS THE BEST PATH FORWARD FOR FRIENDS OF WASHINGTON ROWING?
A: First, continued investment in men's and women's rowing through programmatic support via the Annual Drive. Contributions help cover essential costs such as travel, equipment purchases, and race day expenses. Over time, we aim to expand endowment opportunities to further offset these costs and ensure long-term sustainability. Second, we invite alumni and business partners to connect with our student-athletes through Dawgs Unleashed. This platform enables athletes to engage in FMV partnerships that help offset educational expenses. Third, investing in current-use scholarship support helps ensure financial stability for our student-athletes, especially as traditional funding models evolve. These scholarships offer consistent, predictable resources that allow our rowers to focus on training, academics, and leadership—without the uncertainty of fluctuating financial support
LEADING THROUGH CHANGE
As college athletics enters a new era, Washington Rowing remains steadfast in its commitment to excellence, equity, and opportunity. The House Settlement may redefine amateurism, but it also opens doors for innovation and deeper community engagement. With the continued support of alumni, donors, and partners, Washington Rowing is poised not only to adapt but to lead — ensuring that every student-athlete has the resources to thrive in competition, in the classroom, and beyond.
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