Badger Fans Turn Hotel Stays into Team and Youth Sports Funding

CHICAGO, IL – June 08, 2026

For the legion of Wisconsin Badgers fans, showing support has traditionally meant donning crimson and white, braving the cold at Camp Randall, or cheering until hoarse at the Kohl Center. Now, a new partnership is transforming a far more common activity—booking a hotel—into a powerful tool for fan-driven support.

ScoreMore, a travel technology firm, has teamed up with Badger Connect, a prominent fan engagement platform and Proud Partner of Wisconsin Athletics, to launch a dedicated hotel booking platform. The premise is simple yet potent: when fans book hotels for game days, vacations, or business trips through the new portal, a portion of the booking fee is channeled directly to Wisconsin Athletics and youth sports programs across the state. Crucially, this comes at no extra cost to the consumer.

“Badger fans are among the most dedicated supporters in college athletics,” said Clay Burdelik, Co-Founder of ScoreMore and a Wisconsin alum, in a statement. “What makes this model unique is that it works within what fans are already doing. They’re booking hotels for games, vacations and business trips, and now those bookings can generate support for the programs they care about.”

This initiative taps into the vast, pre-existing travel economy of a major collegiate fanbase, creating a passive, sustainable revenue stream that operates in the background of everyday life.

The Engine Under the Hood: How Travel Becomes Treasure

The promise of generating donations at “no extra cost” often raises questions about the underlying business model. ScoreMore’s approach, developed by its parent company Nonprofit Trips, operates by leveraging the standard commission structure of the online travel industry. The company secures access to wholesale hotel rates, which are lower than the public prices seen on major booking sites.

While most online travel agencies (OTAs) pocket the entire margin between the wholesale and retail price, ScoreMore’s platform splits its proceeds. According to the company, it shares 50% of its earnings from each booking with the partner organization—in this case, Badger Connect. This structure allows the platform to offer prices that it claims are comparable to other major booking sites while still generating significant funds for the cause.

This model is made financially viable by sidestepping the colossal advertising budgets of industry giants like Expedia and Booking.com. Instead, ScoreMore relies on its partners, like Badger Connect, to drive dedicated fan traffic to its co-branded portal. The marketing is built-in, powered by fan loyalty rather than paid search ads.

“Our fans care deeply about Wisconsin Athletics and the future of sports in our communities,” noted Mark Wilson, Co-President of Badger Connect. “This partnership creates a simple way for that commitment to translate into real impact. Every booking helps strengthen the Badgers while also supporting youth sports programs across the state.”

While the platform aims for price parity, the online travel market is notoriously dynamic. Industry analysts suggest that while such models provide a compelling value proposition, savvy travelers may still find varying rates across different platforms or by booking directly with hotels. The core appeal, however, lies in transforming a standard transaction into a meaningful contribution without a significant price penalty.

From the Gridiron to the Grassroots

Perhaps the most compelling aspect of this partnership is its dual focus. The funds generated don’t just support the high-profile needs of Wisconsin Athletics; they are also earmarked to bolster youth sports throughout the state. This community-centric approach is formalized through the recently launched ‘Badger Connect Communities’ program.

Led by former Wisconsin basketball great Brian Butch, this initiative aims to forge stronger connections between current Badger student-athletes and youth sports organizations across Wisconsin. The funding from the travel platform provides the financial fuel for this mission, helping to subsidize costs, improve facilities, and create opportunities for the next generation of athletes.

By linking a portion of the revenue to this grassroots cause, the partnership broadens its appeal beyond the immediate university community. It reframes fan support as a form of community investment, where cheering for the Badgers also means contributing to the development of local youth programs. While the specific criteria for selecting beneficiary youth organizations have not been detailed, the program's stated mission adds a significant layer of social impact to the fundraising model.

A New Playbook for Collegiate Athletics Funding

The ScoreMore and Badger Connect collaboration is more than just a local initiative; it’s a case study in the broader transformation of collegiate sports economics. In an era dominated by conversations around Name, Image, and Likeness (NIL) and the professionalization of college sports, universities and their partners are aggressively seeking innovative and sustainable revenue streams.

This model represents a powerful alternative and complement to direct-to-athlete NIL collectives or large-scale booster donations. Instead of relying on a small number of high-net-worth donors, it democratizes fundraising by enabling the entire fanbase to contribute through their existing spending patterns. According to one sports marketing analyst, “Models like this are incredibly sticky. They don’t ask for a new dollar, they ask to redirect an existing one. That’s a much easier proposition for the average fan and creates a more stable, predictable revenue stream over time.”

ScoreMore’s rapid expansion underscores the appeal of this model. The company has already launched similar platforms with Marshall University and the University of New Hampshire, with a pipeline of “a few dozen more launching before kickoff this fall.” This strategy indicates a clear ambition to build a national network of university-branded travel portals, creating a new, indirect revenue category for athletic departments nationwide.

The long-term success of such platforms will hinge on transparency and trust. Fans will need assurance that the pricing remains competitive and that a meaningful portion of the funds reaches its intended destination. However, by aligning the interests of the university, the fans, and the broader community, this new wave of fan-driven fundraising represents a significant evolution in how the business of college sports is played.