College Sports: Show Me the Money

4 July 2006 at 8:59 am Peter G. Klein Leave a comment

| Peter Klein |

My European colleagues are generally mystified by US intercollegiate athletics, multi-million-dollar programs closer to semi-professional or European club sports than “amateur” athletics. Why, they ask, do US universities go through this charade, pretending these are regular college students engaging in extracurricular activities?

The answer is obvious: money. At least, that’s what university administrators believe (or say they believe). This week’s Sports Illustrated magazine profiles George Mason University, whose men’s basketball team made an improbable run to the NCAA Final Four this spring. (Copy of article here.)

George Mason’s string of upsets over such name-brand programs as Michigan State, North Carolina and Connecticut was certainly a boon to the basketball program, but officials at the 34-year-old university in Fairfax, Va., believe the wins could give an even greater boost to the school. . . .

George Mason would have had to spend at least $50 million for a public-relations campaign that gave it the exposure it received during the tournament. That’s the conservative estimate of C. Scott Bozman, an associate professor of business marketing at Gonzaga, who studied the benefits of hoops success at his own school. . . . Student inquiries and tour sizes have tripled, and merchandise sales have skyrocketed. . . .

The surge in Mason pride is expected to boost alumni donations as well. During the tournament more than 1,000 alums registered on the school’s website, increasing the size of the database by 10%. Judith Jobbitt, the school’s vice president for alumni affairs, says George Mason hopes to increase fund-raising for the coming year by 25%, to $25 million.

The admissions office was particularly aggressive in capitalizing on Mason mania. It sent a torrent of e-mails to students who had applied to the school, using the basketball news as an entree to tout the university’s academic virtues. The school projects a 2% increase in the number of applicants who say yes to an acceptance letter. Flagel also expects to see an uptick of 10 points in the students’ average SAT score.

Of course, one anecdote does not an empirical study make. Perhaps a sportometrician reading this can summarize the systematic evidence for us. My former colleague Greg Trandel studied the relationship between a university’s football record and its applicant pool and found a small, but positive and statistically significant, effect.

(HT: Todd Zywicki)