College athletics is undergoing one of the most transformative periods in its history, bringing new expectations, emerging challenges, and unprecedented opportunities. In this keynote, Ross Bjork explores why strong leadership, intentional collaboration, and strategic partnerships are more essential than ever - not just on campus, but across the broader sports-event ecosystem.

Drawing from his experience navigating change at the highest levels, Ross will share how destinations, rights holders, event organizers, and athletics departments can work together to build trust, strengthen relationships, and create meaningful alignment. Attendees will gain a clearer understanding of the shifts reshaping college athletics and walk away with actionable insights to lead effectively, adapt confidently, and partner more powerfully in this evolving landscape.