College athletics are evolving. They’re as much of a business now as an educational opportunity for student-athletes.
Former University of Arizona administrator Erika Barnes will try to help bridge those worlds via a new endeavor.
Barnes, who worked in the UA athletic department for 20-plus years, on Tuesday announced the launch of Tucson-based .
Erika Barnes, who served in the University of Arizona athletic department for 20-plus years, has launched a consulting firm, EB7, to help athletic programs and student-athletes navigate a changing world.
EB7 is a consulting firm that aims to elevate “collegiate athletics programs and leaders through innovative business strategies, progressive governance solutions, enhancement of the student-athlete experience and building teamwork cultures,†according to a new release.
Barnes ascended to the second-highest-ranking position in the UA athletic department during her time at her alma mater, where she played softball and was a member of the 2001 national championship team. Barnes most recently served as executive senior associate director of athletics before leaving the school in January.
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Erika Barnes, right, worked in the athletic department for 20-plus years at the University of Arizona, her alma mater, where she also played softball.
She’s remaining in the college athletics space at a time of profound change.
“We are in a pivotal era in collegiate athletics that demands an intentional balance between thinking outside of the box, transforming current models and celebrating the incredible mission of college athletics,†Barnes said in the news release. “EB7 bridges that gap by bringing the very best thought and action leaders together to build sustainable collegiate athletics conferences and athletics departments that will continue to provide world-class experiences for student-athletes.â€
EB7 has four fundamental pillars: strategic planning and governance; revenue generation and business enterprise; the student-athlete experience; and culture and team-building.
EB7 will work alongside WME Sports, which last week announced a partnership with the to lend its expertise to the athletic programs at the UA, Arizona State and Northern Arizona. The agency will provide “strategic counsel and ideation across brand positioning, revenue generation, fan and student-athlete experiences, NIL development and media strategies,†per a separate news release.
“In today's landscape of higher education, athletics play a pivotal role like never before,†Gregg Brewster, a regent and co-chair of the ABOR athletics taskforce, said in the release. “ABOR is excited to partner with WME Sports and local experts to establish a robust foundation that will not only benefit all three state universities but also create an unforgettable experience for fans of all ages.â€
Contact sports reporter/columnist Michael Lev at mlev@tucson.com. On X (Twitter): @michaeljlev. On Bluesky: @michaeljlev.bsky.social
Michael Lev
Sports Reporter/Columnist
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