Colleges Revive Football Programs to Boost Enrollment
Football is making a comeback at Whittier College after a three-year hiatus. The Poets, who cut their football program in 2022, returned to the field this fall with a roster of 96 players, signaling a meaningful enrollment increase for the Division III college in California, which has fewer than 1,000 students. Amid a landscape of college sports often characterized by financial struggles, Whittier officials are celebrating this enrollment boost as a significant off-the-field victory.
Critics of college athletics frequently liken the current state to the Wild West, citing the chaotic nature of the transfer portal, lucrative name, image, and likeness (NIL) deals for athletes, and new revenue-sharing agreements that have begun to distribute millions of dollars to previously unpaid players. Despite these developments, many college athletic departments are still operating at a loss and are heavily subsidized by their academic counterparts, with some institutions imposing substantial student fees to cover costs.
Football stands out as both the most lucrative and the most financially burdensome collegiate sport. While a small number of institutions manage to turn a profit from athletics, it is primarily football and men’s basketball that drive these revenues. Yet, in a surprising twist, colleges are adding new football programs at a rapid pace, particularly at the lower levels of the sport, such as NCAA Division III and the National Association of Intercollegiate Athletics (NAIA). This fall, ten new or revived teams are taking the field, marking the largest expansion of college football since 2013, according to the National Football Foundation. Additionally, seven more programs are set to launch soon.
Leaders at institutions bringing back football are keen to distinguish their programs from those at the higher levels that operate with multimillion-dollar budgets and often incur significant operational losses. Their rationale centers on using football as a strategy to boost enrollment, a tactic that has yielded mixed results across various colleges. When Whittier College cut its football program after the 2022 season, the decision shocked students and alumni alike. The program, historically significant for producing notable figures like President Richard Nixon, was considered vital to the student experience, and its absence impacted enrollment negatively.
Whittier President Kristine E. Dillon noted that the loss of the football program led to immediate transfers out of the college, not just from football players but also from students who valued the presence of a football team in their college experience. Upon her appointment as president in 2023, Dillon received numerous requests from alumni advocating for the program's restoration. However, the financial situation at Whittier was precarious, and the budget for the football team had been eliminated. To bring football back, Dillon emphasized the need for supporters to find a way to fund it.
After analyzing the costs associated with reviving the program, Dillon set a fundraising goal of $750,000. The college not only met this target but exceeded it by $75,000, enabling the relaunch of the football team this fall. The addition of football has reportedly boosted enrollment by approximately 10 percent, with Dillon stating that the presence of a football team has attracted prospective students to Whittier College.
Similarly, Stillman College in Alabama is pursuing a comparable strategy by reviving its football program, which has been dormant since 2015. College officials announced this decision earlier this month, aiming to drive enrollment at the historically Black college. Board of Trustees Chair Joe Hampton indicated that discussions about reinstating football have been ongoing for several years. The board had to consider the financial implications and sustainability of the program, especially since the college already has facilities in place that will help minimize startup costs.
The enrollment gamble of reviving football
With a goal to increase enrollment from around 750 to 1,000 students by 2030, Stillman officials are optimistic that football will attract more than 100 athletes, along with additional students. Hampton highlighted Alabama's rich football culture, noting that there are many talented young athletes in the state who would relish the opportunity to play at the collegiate level.
However, not everyone is convinced that adding a football program will lead to increased enrollment. Andrew Zimbalist, an economics professor at Smith College and an expert on college sports, argues that reviving football is often a desperate measure for struggling institutions. He points to the overall decline in American colleges, exacerbated by demographic shifts and challenges in attracting international students. Zimbalist believes that many institutions are resorting to football as a last-ditch effort to boost enrollment, despite the unpredictable nature of college sports.
Research on the impact of adding football programs yields mixed results. Some studies suggest that while football can lead to modest enrollment gains, these benefits tend to diminish over time. Others indicate that there are no significant enrollment advantages for institutions adding Division III football. Conversely, some research suggests that Division III colleges with football programs tend to have stronger enrollment figures than those without, although it does not definitively link these gains to athletics.
Dillon remains optimistic about the immediate success of Whittier's fundraising efforts to restore football but acknowledges that this approach may not be universally applicable, particularly for colleges already facing financial difficulties. She emphasizes the importance of evaluating net tuition revenue against the costs of running a football program, cautioning that overspending could lead to detrimental outcomes.
Here's the Real Score
As Whittier prepares to add a women's flag football program in 2028, the college is keen to capitalize on the growing popularity of the sport. Zimbalist concedes that while adding football can be successful in certain contexts, he urges institutions to exercise caution and explore alternative strategies before committing to an athletics-focused approach that may not yield consistent results.
For Whittier, Stillman, and other colleges embracing the revival of football, the long-term outcomes remain to be seen.
