The university of Toronto is one of Canada’s oldest (founded in 1827) and largest universities (student population of more than 60,000). It boasts a stellar reputation both in Canada and internationally. According to the 2020 edition of the Maclean’s university rankings, the University of Toronto was ranked first in its reputation rankings, the fifth consecutive time the university placed there.
As part of the Faculty of Kinesiology & Physical Education is the school’s intercollegiate sports program, competing under the name Varsity Blues. Its 43 athletic teams regularly participate in competitions held by Ontario University Athletics and U Sports.
In 2016, the University of Toronto, Faculty of Kinesiology & Physical Education was trying to address a problem that is all too common in Canadian University athletic programs; how to become more self-sufficient.
The need and opportunity for increased revenue generation stemmed from a feeling that there is currently too much reliance on student fees, adn the Faculty’s desire to lessen this reliance, while not sacrificing the high level of quality programming. Furthermore, over the past several years, the landscape for Canadian Universities has changed in that the funding from Municipal, Provincial, and Federal governments has decreased, placing more of an onus on institutions themselves to generate their own funds.
Executive Director Beth Ali, and Dean Ira Jacobs retained Cosmos Sports & Entertainment as a Revenue Generation Consultant, to conduct a thorough analysis of the business practices of the Faculty and to make specific recommendations on revenue generating opportunities.
The Cosmos team completed a comprehensive analysis of the department, and all the current revenue generating activities. The team synthesized it’s findings to provide a Strategic Action plan on how to drive more revenue from intercollegiate athletics. Cosmos believes that our strategic report will shape all future business operations of the Faculty of Kinesiology and Physical Education. All while making sure that the academic integrity of Canada’s most prestigious school is upheld during all business ventures.