Next to strong academics and a high-quality student experience, college sports represent one of the great pillars of school spirit. They’re also a great moneymaker, and not just in the form of millions of dollars of revenue. A top-performing sports program is correlated with larger alumni donations, more applications, and even a better academic reputation.
As American universities struggle with reduced public funding and increasing competition from online colleges and short-timeline bootcamps, they must focus on those aspects that differentiate them from these upstart competitors if they want to remain in financial health.
That’s why sports are so important today.