Athletics: The Campus Brand Engine Everyone Keeps Calling a Cost Center

Athletics: The Campus Brand Engine Everyone Keeps Calling a Cost Center

In higher education, few topics spark as much polarized debate as athletics. For every fan waving the flag of school spirit and national exposure, there’s a faculty member or budget hawk questioning the cost. But here’s a truth we need to say out loud: On most campuses, athletics is not the budget-devouring behemoth it’s made out to be. In fact, if often represents just 1-5% of an institution’s total operating budget. Yet its impact, particularl…