Fresno State Athletics photo
Fresno State Athletics announced the launch of Bulldog Sports Enterprises, a locally based multimedia rights and corporate agency, marking a major change in how the program approaches revenue generation and business operations, the athletic department announced Tuesday.
The new entity, known as Bulldog Sports Enterprises (BSE), will replace Fresno State’s third-party multimedia rights model — under contract with Learfield Sports for about 20 years — with a localized structure with the goal to increase flexibility, strengthen regional partnerships and expand revenue opportunities.
Athletics Director Garrett Klassy said the move comes at a time when college athletics is undergoing rapid changes, driven by Name, Image and Likeness (NIL) policies, changing media landscapes and increased commercialization.
“As we prepare for the move to the Pac-12, this is about putting the right model in place to maximize revenue, create flexibility, and strengthen our long-term financial future,” Klassy said in the news release.
Under this new structure, Fresno State will retain control over its intellectual property and brand assets, and allow for more direct oversight of sponsorships, media rights and NIL-related opportunities. The model is also designed to align partnerships more closely with institutional goals while creating new opportunities for student-athletes.
BSE will oversee partnerships, sponsorship development, brand activations, signage, digital media and radio, among other revenue-generating platforms.
The new venture is led by President Chris Pacheco, a former Fresno State football player, and local entrepreneur. His business background includes ownership interests in ESPN radio stations, A-Plus Signs and Megaprints.
Supporting Pacheco are Vice President and General Manager Ryan O’Rorke, Partnership Account Manager Nico Pacheco and Partnership and Broadcast Services Manager Enrique Loera.
“Fresno State deserves a model that is built by people who understand this market, believe in this institution, and know what the Bulldogs mean to the Valley,” Pacheco said. “This is more than a business opportunity — it is personal. We are building a platform that is local, innovative, relationship-driven, and fully committed to helping Fresno State Athletics thrive in this new era.”