University Administrators' Motivations For Adding Intercollegiate Football

The purpose of this study was to discover how university administrators believe adding college football will benefit their school and to investigate to what degree those anticipated benefits were realized. The research utilized branding theory to identify benefits commonly derived from football programs. University Presidents, Provosts, Athletic Directors, Senior Woman Administrators, and Faculty Athletic Representatives at NCAA Division I, II, & III member institutions who added college football in the 2001-2011 period were asked to participate in an on-line survey. The primary motivations for adding football were increasing undergraduate enrollment, increasing the amount of initial applications, and improving school spirit. Improving the proportion of male students on campus was also a university goal. Student-athlete participation opportunities, school spirit, the amount of initial applications for admission, and undergraduate enrollment all increased after adding football. This study serves as an aid to the many athletic departments currently contemplating whether to add football.Master of Art