SAN DIEGO — University of San Diego Athletics has unveiled New Era, a bold and comprehensive strategic plan that will guide the department through the next phase of Torero Athletics. Built through a collaborative, data-informed process, the plan reflects USD's mission and values while outlining clear priorities that will drive competitive excellence, elevate the student-athlete experience and expand the department's impact across campus and the San Diego community.



"As we introduce New Era, we do so with a clear understanding of both where we have been and where we are going," said Kimya Massey, USD Associate Vice President and Executive Director of Athletics. "College athletics is undergoing significant transformation, and this plan reflects our commitment to leading through that change with intention and clarity. We are focused on building a model that advances the university's Lighting the Way Forward momentum — one that positions USD to compete at the highest levels while remaining grounded in the broader university vision. Above all, this means supporting the development of inspired and meaningful lives for our student-athletes, strengthening our community that surrounds us and advancing innovation that raises the standard across every area of our department."

Rooted in the values of Leadership, Excellence, Grit, Accountability, Character, and a Yes-Mentality (L.E.G.A.C.Y.) , New Era is organized around six strategic priorities:


• Elite Student-Athlete Experience — delivering a holistic approach to academic success, wellness and professional development, ensuring student-athletes are prepared for life beyond USD.
• Championship-Level Competition — fostering programs that consistently contend for conference titles and achieve postseason success on regional and national stages.
• Brand Elevation and Engagement — expanding the reach and visibility of Torero Athletics while deepening connections with campus, community and fans.
• World-Class Facilities — investing in and modernizing facilities to provide championship-level resources for student-athletes and enhance the fan experience.
• Innovative and Inclusive Culture — promoting a nimble, forward-thinking environment that supports staff development and embraces the evolving college athletics landscape.
• Financial Sustainability and Growth — driving strategic revenue generation and maintaining fiscal responsibility to support long-term success.



The plan arrives at a pivotal moment in college athletics. With the continued evolution of name, image and likeness (NIL), revenue-sharing models and roster management, USD Athletics has developed a strategy that embraces change while remaining firmly grounded in its mission.



"Our student-athletes are at the center of everything we do, and this plan is designed to ensure they have the resources, support, and opportunities to succeed in all aspects of their experience," Massey added. "At the same time, we are strengthening our connection to the campus and the San Diego community, expanding our reach, and investing in the future of Torero Athletics. New Era is about more than adapting to change — it is about defining what excellence looks like moving forward and creating an environment where our programs, our people, and our community can thrive together."


Key goals of New Era include:

• Achieving and sustaining a top-75 national ranking in the Learfield Directors' Cup
• Securing a minimum of six conference championships and eight NCAA postseason appearances annually
• Increasing average game attendance by 30% year over year through enhanced fan engagement strategies
• Achieving a 92% post-graduation placement rate for student-athletes
• Growing sponsorship revenue by 50% year over year through strategic partnerships
• Increasing the overall donor base by 20% year over year through targeted acquisition and retention strategies
• Driving consistent ticket revenue growth and expanding the Torero brand locally and nationally

Guided by extensive input from student-athletes, coaches, staff, campus partners, alumni, donors, and fans, the plan reflects a unified vision for the future of USD Athletics. Through strategic planning sessions, internal assessments, and stakeholder engagement, New Era establishes a clear framework for accountability, progress, and long-term success — while reinforcing Athletics' role within the university's broader trajectory for growth.

The full plan can be viewed by clicking HERE.