The Effect of Increasing Intercollegiate Athletic Program Spending on Enrollment at Small Colleges and Universities

Abstract

This quantitative study focuses on ten small, private colleges and universities affiliated with the Kansas Collegiate Athletic Association of the National Association of Intercollegiate Athletics (NAIA). The research question examines the relationship between increased per-student athletic spending and application volume, admissions and overall enrollment gains at member institutions. The literature review examines the positive impact that athletics has on admissions at large NCAA colleges and universities. Research concerning strategic enrollment management, the economics of athletics, the return on investment (ROI) of athletic expenditures and college choice theory are surveyed. Limited literature references small colleges. The quantitative study analyzed historical data using a logistical regression design. The findings reveal that increases in per-student athletic spending had no statistically significant effect over the 14-year study period. Findings did show that an increase in institutional per-student spending did have a modest effect on both admissions admission applications and enrollment; however, the results were non-significant. Recommendations suggest that small colleges and universities may struggle over time to sustain exponential athletic expenditures if enrollment gains are not realized in tandem with spending.