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Missouri State University is taking proactive steps to adapt to the NCAA’s new revenue-sharing model by launching a forward-thinking initiative — the Competitive Excellence Fund (CEF).
Announced by Director of Athletics Patrick Ransdell, this fund aims to elevate the student-athlete experience through strategic investments in recruitment, development, and retention, while aligning with the changes prompted by the House Settlement.
Introducing the Competitive Excellence Fund (CEF)
Integrated under the umbrella of the Bears Fund, the CEF is set to drive donor-supported contributions toward enhancing Missouri State’s 19 intercollegiate teams.
It aims to bolster funding for scholarships, facilities, recruiting, and other essential program needs, directly supporting efforts to attract and retain elite athletes.
“We are making intentional investments in our programs as we prepare for our transition to Conference USA,” said Ransdell, emphasizing the role of donors in shaping MSU’s competitive future.
Donations to the CEF are now open and are tax-deductible. Donors can allocate their contributions by sport, giving them direct influence over how their gifts benefit the programs they are most passionate about.
Academic Support Through Alston Funds
In addition to CEF, Missouri State will also provide academic-based awards to student-athletes via the Alston Funds, following the 2020 Alston v. NCAA ruling.
These funds reward academic performance, offering another channel to remain competitive with peer institutions.
Donors can pledge tax-deductible gifts that directly support top-performing student-athletes both in the classroom and on the field.
Advancing NIL Opportunities
The MoState Marketplace NIL Exchange, powered by INFLCR, connects student-athletes with businesses and individuals interested in endorsement deals.
These Name, Image, and Likeness (NIL) transactions are considered business agreements and are not tax-deductible.
Starting July 1, 2025, all Division I athletes must report any NIL earnings above $600 through the NIL Go platform, ensuring deals reflect fair market value and legitimate business purposes.
Once a deal is executed, MoState Marketplace manages payments, tax forms, and compliance documentation, simplifying the NIL process for athletes and partners alike.
Building Financial Literacy for Athletes
In line with House Settlement requirements, Missouri State will offer financial literacy education through the Student-Athlete Development Department.
These programs and courses are designed to equip student-athletes with essential knowledge in managing income, including revenue sharing and NIL earnings.
Positioning MSU for Future Success
Brent Dunn, MSU’s Vice President for University Advancement, highlighted the bold move:
“This fund empowers us to attract and retain high-caliber talent, ensuring our programs remain strong as we enter a new era of college athletics.
Missouri State is stepping up in response to the national shift in how student-athletes are supported.”
Missouri State’s efforts underscore its commitment to remaining a destination for student-athletes and students alike — both drawn to its nationally recognized brand and competitive spirit.
Understanding the House Settlement
The House Settlement was a landmark shift allowing schools to directly pay student-athletes as of July 1, 2025. Prompted by a lawsuit from Grant House, a former Arizona State swimmer, this ruling removed the long-standing ban on direct school-to-athlete payments.
Now, more than 350 NCAA Division I institutions and nearly 200,000 student-athletes can benefit from revenue sharing, along with existing scholarships, meals, and housing support.
With the launch of the Competitive Excellence Fund, Missouri State University is taking a leadership role in the evolving world of college athletics.
By fostering donor involvement, expanding academic support, embracing NIL opportunities, and promoting financial literacy, MSU is well-positioned to succeed in Conference USA and beyond.