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Our perspective here is to neither celebrate nor muckrake the intercollegiate athletic enterprise but rather to understand the organization and operation of intercollegiate sports and assess their likely value for institutions with superior records of research and academic performance.
Instead, the media show the sports programs, the student-athletes, the coaches, the stadium expansions, the errors of commission and omission in sports management. This is the return on investment in college sports. While there is some benefit in terms of student recruitment and alumni interest that may lead to fund-raising opportunities, these do not justify the expense. The attention, the image, the media, and the university brand promotion provide the best justification for whatever investment in sports the university must make.