College Athletics and Institutional Thriving: Home

College Athletics and Institutional Thriving: Leveraging the Triple Threat Athletics Program

Presented by Travis Feezell

June 5, 2024

At a time when complex change in higher education is influencing the place of intercollegiate athletics in institutional health and viability, colleges and universities are questioning the role, function, and outcomes of these highly visible campus activities. Moreover, institutions are looking to position athletics as a strategic anchor for future growth. Whether it be in recruiting, competitiveness, financial stability, or in enhanced student outcomes, intercollegiate athletics is ideally situated to support institutional thriving in the coming years. This webinar is designed to identify trends and frameworks for intercollegiate athletics success in student outcomes and enrollment, enhanced financial contribution through athletics, and competitive success on the fields and courts.

Additional Resources

In response to a question posed in the webinar, a member of the Student Success Team at Credo provided some additional information about leveraging athletics to enhance non-student athlete retention or recruit non-student athletes. 

Below is a summary with links to respective articles that help get to the value of college athletes in supporting retention for non-athletes on campus. Note much of the associated articles are not directly focused on the question but offer resources on the importance of seeing this as a strategic priority.

• Building a Sense of Community and Belonging: Athletic programs play a crucial role in fostering a sense of community on campus. Sporting events provide a common ground for students to gather, socialize, and build school spirit, which can enhance their overall college experience and sense of belonging. This communal atmosphere is vital for retaining students, as those who feel connected to their campus are more likely to stay through graduation. Sources: (LeadSquared) (The Classroom).
• Enhancing Student Engagement: Intramural sports and fitness activities linked to athletic programs encourage physical activity and social interaction among students who are not part of varsity teams. These activities help promote a healthy lifestyle and offer an enjoyable outlet for stress relief, contributing to higher levels of student satisfaction and engagement. Engaged students are generally more committed to their institutions and less likely to drop out. Sources: (The Classroom).
• Offering Academic and Personal Support Services: Many universities integrate support services within their athletic departments that benefit all students. For instance, academic tutoring, mentoring programs, and mental health services provided for athletes can be extended to the broader student body. Programs like these ensure students have access to the resources they need to succeed academically and personally, which is essential for retention. Sources: (LeadSquared) (Hanover Research).
• Providing Leadership and Development Opportunities: Athletic programs often emphasize leadership, teamwork, and time management skills. Non-athlete students can participate in related workshops or programs, gaining valuable skills that enhance their academic and personal development. These opportunities help students feel more prepared and confident, improving their overall college experience and likelihood of persisting to graduation. Sources:  (LeadSquared) (Hanover Research).
• Increasing Institutional Prestige and Resources: Successful athletic programs can elevate a university's profile, attracting more students and resources. The increased visibility and enhanced reputation from athletic success can lead to higher enrollment and more robust funding, which can be reinvested in academic and student support services. This, in turn, benefits the entire student body, including non-athletes (The Classroom).

Sponsored by Credo Consulting

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