Making a strategic case for college athletic programs

Tim Goral's picture

At many American colleges and universities, the athletic program is something like a machine that runs unto itself -- parochial and inward looking, defensive, and quite separate from the academic program. While athletics support a residential learning experience, the number of student athletes contributing to a balanced admissions class, the win/loss record, and the ability to keep alumni interested and involved typically define its value to the institution.

Is that really all there is? Is it possible to imagine that athletics could contribute more?

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