HARRISONBURG, Va. (JMU Athletics) – Similar to football strategic revenue modifications announced on Feb. 3, James Madison Athletics has revamped its strategic revenue model for basketball ahead of the launch of 2025-2026 season tickets on Feb. 19. As James Madison University charts a path to ensure future success in intercollegiate athletics, the department has targeted a multi-faceted revenue plan to best-position JMU Athletics in the evolving national framework.

As shared in the Feb. 3 announcement, 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.

Basketball

The season ticket Entry Process 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 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 Entry Process will be Tuesday, June 3, 2025, and the selection process will commence in Mid-July.

“The Atlantic Union Bank Center offers a premier college basketball experience,” Roan said. “In just a few seasons, it has proven how the right project vision paired with the right fan base can create a truly special environment. With the opening of the AUBC, conservative pricing models were based upon A) previous attendance patterns in the JMU Convocation Center, B) unproven impact of a new building and C) the impact of opening the building during COVID with attendance limitations. As we’ve completed the first five years of AUBC competition, we have sufficient data to adjust some of our seating layout and structure to create an even better fan experience while also creating better revenue structures for our department. We’ve also moved to a new conference and won championships in both men’s and women’s basketball with NCAA appearances and are in contention for additional titles this year and moving forward. All of that adds up to what we believe is a truly special college basketball offering.”

Multiple adjustments for 2025-2026 will impact premium and season ticket areas of the arena. Courtside seats will be split into separate men’s and women’s courtside seats with separate purchasing and seat selection processes. Demand has proven high for this unique fan experience.

The most significant pricing change lies in the club section for women’s basketball season tickets. Upon factoring in food offerings, the previous pricing structure for women’s club seats resulted in a net loss for JMU Athletics. The new pricing will provide a correction.

Meanwhile, both men’s and women’s season tickets, similar to the current football model, have further split certain seating sections based upon sightlines and game experience. This can primarily be seen in center court seating areas. Seating maps will also be adjusted so that men’s and women’s basketball seating areas are similarly matched.

Due to demand for season tickets as the programs rise in prominence and the enhanced experience of attending games in the AUBC, JMU Athletics is instituting a specific “Entry Process” for all basketball season ticket purchases. Anyone interested in purchasing season tickets 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 mid-July.

More details for 2025-2026 season tickets will be shared when the Entry Process launches on Wednesday February 19, 2025 for both men’s and women’s basketball.

Other Updates

As shared in the previous strategic revenue message on February 3, JMU Athletics prioritizes multiple facets for growing its revenue base.

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. JMU Nation will have a special opportunity to contribute to the Proud and True Fund and make their 2025 gift on the annual JMU Giving Day, which is scheduled for Feb. 27. Please consider a gift to the Duke Club that day while also supporting other important university initiatives!

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.

— JMU Athletics —