Gonzaga University has officially entered the Pac-12 Conference, and the move could prove to be one of the most consequential decisions in the history of its athletic program, especially concerning the school’s storied men’s basketball team, says Ryan Turcott, associate professor of kinesiology and sport management at the university.

The move comes as the business of college athletics undergoes a historic transformation, Turcott explains. Schools can now share revenue with athletes, competition for recruits has intensified, and media revenue has become increasingly important for institutions trying to keep pace, he says.

“I think we’ll look back, and this will be one of the most important decisions in the history of Gonzaga athletics,” says Turcott. “It was really strategic; Gonzaga was really patient in waiting for the right opportunity.”

For Gonzaga, joining a rebuilt Pac-12 offers access to potentially greater media revenue, stronger competition, and expanded national exposure at a time when maintaining an elite athletic program is becoming increasingly expensive, he says.

The private Jesuit school in Spokane has spent about 50 years as a member of the West Coast Conference, where Turcott estimates the university's athletic programs — which don't disclose their annual revenue — earned roughly $1 million a year. As a member of the Pac-12 Conference, Gonzaga could begin earning between $7 million and $13 million a year. 

The NCAA revenue sharing program, launched in the 2025-2026 school year, caps revenue sharing between Division I schools and student athletes, he notes. For the 2026-2027 school year, the cap is $21.3 million, up from $20.5 million in its inaugural year. Gonzaga is the only school without an expensive football team to fund, Turcott adds.

“It’s so economical now, and Gonzaga needs to be at a point where they can really bring in some revenue, and they just weren’t bringing in what they could with the WCC,” Turcott says. “(In the Pac-12) you’re going to bring in more money, but you’re going to be expected to bring in better players and retain your players.”

For much of its history, Gonzaga's men’s basketball team has centered around finding overlooked players and developing their skills and talent, such as former player Przemek Karnowski, who was recruited from rural Poland and has gone on to play professionally in Spain and Poland after graduation, Turcott says. The school was considered a trailblazer in international scouting, bringing in players from places such as Lithuania, Poland, France, Germany, and West Africa. Other schools have since watched Gonzaga succeed and have copied the strategy, he contends. 

“Now, so much of (college sports) is finding recruits who can play instantly and have an instant impact,” Turcott says. “You’re now in an era where there are no hidden gems, and you’re bidding for players.”

As Gonzaga looks to strengthen its position in the changing college sports landscape, the rebuilt Pac-12 Conference is also looking to do the same, explains Tim Brandle, adjunct professor of sports law and ethics at Gonzaga.

The Pac-12 Conference nearly collapsed in 2023 after most of its members announced plans to leave for competing conferences, leaving Washington State University and Oregon State University as its only remaining members, Brandle explains. The two schools fought to preserve the conference and the assets it had accumulated, including Pac-12 Enterprises, the conference-owned media production and broadcast operation.

Pac-12 Enterprises gave WSU and Oregon State something valuable from which to rebuild the conference, asserts Brandle. The Pac-12 had invested millions of dollars in its own cameras, production facilities, and other media infrastructure, skirting the need to rely on outside broadcasters to supply the equipment needed to televise games, he says.

The infrastructure built into Pac-12 Enterprises can generate revenue on its own and gave the conference leverage as it sought to attract new members, he says.

“The Pac-12 is its own micro-media company, which a lot of other schools around the country did not invest money into,” Brandle says.

As it rebuilt, the conference also set out to obtain programs capable of attracting national audiences in individual sports. With Gonzaga, the Pac-12 gained one of college basketball’s most recognizable brands, he says.

“The Pac-12 is positioning itself with marquee names and marquee assets like Gonzaga to ensure they are not forgotten about,” Brandle says. “People understand there’s marquee branding in the Pac-12 and if people want to come back, they want to make it look attractive.”

Following its official relaunch in July, the restructured Pac-12 Conference consists of nine schools from across the western U.S. In addition to Gonzaga, WSU, and Oregon State, the Pac-12 includes Boise State University, Colorado State University, California State University Fresno, San Diego State University, Texas State University, and Utah State University. 

Brandle contends the media deal is about reaching a large audience, more so than financial profit.

Last year, the Pac-12 extended its deal with the CW Network LLC through the 2030-2031 season, giving the conference broad over-the-air and digital distribution. According to audience measurement firm The Nielsen Company LLC, the CW Network reaches 100% of U.S. television households, equal to approximately 125 million homes.

By getting the Pac-12 in more living rooms, the conference is aiming to grow its audience and strengthen its position ahead of future media-rights negotiations, he says.

For Spokane and the wider region, greater exposure for Gonzaga can translate to more opportunities to put the city in front of nationwide viewers leading to tangible benefits for the economy, says Emilie Cameron, president and CEO of the Downtown Spokane Partnership.

Higher profile games, visiting fans, and sold-out weekends are expected to create additional opportunities for downtown hotels, restaurants, retailers, and other businesses, she says. The Pac-12 is made up of teams whose fans travel to their away games, likely attracting more visitors to stay in the city’s hotels, she adds.

Additionally, every time the Gonzaga brand is on the national stage, it’s an opportunity to showcase the region to those who may not know of Spokane, says Cameron, who first learned about Spokane from watching NCAA basketball.

“Gonzaga basketball has become synonymous with its hometown,” Cameron says. “Gonzaga introduced millions of people to Spokane who otherwise may never have known our community, and now their move to the Pac-12 will continue to build on that legacy started two decades ago.”

As previously reported by the Journal, business owners, CEOs, and Gonzaga leaders have all agreed that Gonzaga basketball has “built an economic engine” for the city. Beyond bringing more visitors to the Spokane area, increased recognition can have broader economic development benefits, helping Spokane compete for workers, entrepreneurs, students, conventions, major events, and business investment, Cameron says.  

“When businesses consider where to invest or expand, recognition matters,” Cameron says.