OPINION: The evolution of college athletics and New Mexico at a crossroads

College athletics is undergoing seismic changes. From the National Collegiate Athletic Association transfer portal and NIL (name, image and likeness) deals, to conference realignment and impending revenue sharing, the landscape is transforming rapidly.

Unfortunately, the University of New Mexico currently finds itself on the outside looking in. Recently, UNM's leadership – including new athletic director Fernando Lovo, head football coach Jason Eck, and president Garnett Stokes – presented a study highlighting Lobo athletics' significant economic impact on our state. While this impact is substantial and could grow further given UNM's advantage of being located in the state’s only major metropolitan area and without top-tier professional sports with which to compete, the presentation glossed over a crucial detail: UNM's struggling athletic budget.

At just under $48 million, UNM's athletic budget ranks second-to-last in the Mountain West Conference (MWC), surpassing only San José State University while being less than half of San Diego State University's budget. It's no coincidence that schools recently selected for the reconstituted Pac-12 Conference boast athletic budgets at the top of the MWC.

Why should non-sports fans care? Two compelling reasons: First, New Mexico faces a demographic challenge. Our state's growth lags behind our neighbors, and UNM projects declining enrollment that outpaces the national trend. Athletic success could help reverse this through the "Flutie effect," named after a Boston College quarterback whose legendary play sparked a surge in applications to the school. Modern examples of this abound: The University of Colorado saw a 40% increase in applications after the hiring of Coach “Prime” (Deion Sanders), and these were predominantly from out-of-state students. Gonzaga University experienced a 60% increase in applications in the years after its first Elite Eight appearance in 1999. Texas Christian University, our former conference mate, witnessed a 100% jump after joining the Big 12 and winning the Rose Bowl.

Second, New Mexico struggles with brand recognition. Outside our borders, we're often associated with negative statistics or, at best, Breaking Bad television series references. While a great show, it was not a great look for New Mexico. While our state offers much more, we suffer from a shortage of positive national visibility.

Sports success can transform regional perception. Just look at Denver. Twenty years ago, Colorado was synonymous with the Denver Broncos. Today, thanks to sporting success, the state's brand includes the resurgent Buffaloes, Stanley Cup Champions The Avalanche and NBA champion Nuggets.

The solution? Fund the Lobos at a competitive level. We once shared conference affiliations with the University of Arizona, Arizona State University, the University of Utah, Brigham Young University, and TCU – all now in major conferences and moving up in the world. Today, we're being passed over by the likes of Fresno State and Boise State University. Don’t tell me that doesn’t sting.

This decline isn't just about sports; it's about our state's visibility, national relevancy, and frankly speaking, our pride. The path forward requires recognizing Lobo athletics as more than just games – it's a platform for institutional unity and growth, and state recognition and pride.

With proper investment, UNM athletics can contribute to a stronger, more positive national brand for our state, while strengthening our community’s cohesion and enhancing student experience. As UNM men's basketball coach Richard Pitino put it so eloquently on my podcast, “When the Lobos are doing good, Albuquerque is doing good.”

Doug Campbell is founder of the Leaders of Enchantment podcast, a serial entrepreneur, angel investor and philanthropist.