I haven't heard much about this issue, but isn't it going to be harder to make deductions matter in the first place because the standard deduction is going to be doubled? I hope this doesn't discourage giving to universities or other charities from people whose typical giving puts them in between the old and new standard deduction.
Most reasonable estimates that I've seen -- based on tax return data from the last few years -- put roughly 20% of non-profit donations at risk in 2018. Some will do better and some will do worse depending on relationships, donor mix and ability to demonstrate tangible impact. Most of the pinch will likely occur in the middle to upper middle income donor segments. There are benefits and drawbacks to any tax reform package, and, it will take time to see how this shakes out.
In some respects, this will accelerate change that is already happening at a rapid pace. I expect the trend toward consolidations/mergers to continue in this sector, increased numbers of non-profits closing their doors, diversification of funding types (including for profit and social enterprise expansion), better use and upgrading technology; and, greater emphasis on major gifts.
In terms of athletics, I would look for increased emphasis on sponsorships. If there is increased economic activity based on a corporate income tax decrease that might mean greater opportunity for league level sponsorships for companies with a broader footprint and individual university or regional sponsorships. Anyone know the length of or how the IMG partnership works?
In terms of the partnership world, IMG merged with Learfield (another large sponsorship outfit). Between them they will own over 90% of the collegiate space in the next couple of years. So yes, sponsorship dollars will become more vital and harder for schools, especially because the sponsorship model protects these companies because they can bulk negotiate for schools instead of each school going to McDonalds and having to haggle on their own costs.
With these partnerships, some are individual school based such as Dale's BP. Larger companies, like McDonalds, have an agreement in place based on what tier school you are as to what they pay. With Ohio University, they reserve the option to accept McDonalds as a sponsor, as these sponsors are a la carte for the schools to utilize. Within the costs will include activation around the sponsorship, special trade deals, and cash transactions to get the final value.
Where you will also see change with college athletics is within ticket sales. As it stands right now, there is a focus on business to customer (B2C). As the rules evolve, You are going to see a lot more business to business (B2B). With that, it will look more like your big 4 leagues than it will like collegiate selling.