Why College Sports Matter — Now More Than Ever
The NCAA recently issued a directive to all Division I Athletic Directors (ADs), asking for a clear accounting of the tangible ways they support student-athletes in three critical areas:
- Academics
- Mental Health
- Career Preparation
Every athletic director would agree that these are essential to the student-athlete experience. Yet, acknowledging their importance is one thing — delivering on them in today’s landscape is another.
The New Reality of College Athletics
The role of an athletic director has evolved dramatically. They are no longer simply stewards of campus spirit or managers of sports schedules. They are CEOs of complex business enterprises, balancing:
- Ever-changing transfer portal policies
- NIL (Name, Image, and Likeness) regulations
- Roster limits and eligibility rules
- Recruitment and retention of both high school prospects and transfer athletes
- The mounting challenge of funding non-revenue-generating sports
All of this occurs against a backdrop of widening disparity. A handful of powerhouse programs dominate the media and the money, while the vast majority are left to operate with limited resources, striving to compete and stay relevant.
The Broader Higher Education Crisis
Zooming out, colleges and universities are grappling with macro-level shifts:
- A shrinking pool of high school graduates
- A growing skepticism about the value of four-year degrees
- Increasing pressure to prove student outcomes and return on investment
In this climate, the role of college athletics has never been more critical — or more scrutinized.
The Opportunity and Responsibility
Student-athletes represent some of the most driven, coachable, and team-oriented individuals on campus. As the NCAA has famously said, “98% of student-athletes will go pro in something other than sports.” And when they do, they carry with them the habits, discipline, resilience, and coachability forged through competition.
But these outcomes aren’t automatic. Institutions must intentionally support student-athletes beyond the arena of athletic competition. That’s why the NCAA’s call to action matters. Ensuring academic support, access to mental health resources, and strong career development pathways isn’t just about compliance — it’s about fulfilling the promise of higher education through athletics.
A Strategic Investment
When done right, college athletics is more than entertainment — it’s a strategic investment in student success, institutional reputation, and long-term alumni engagement. Supported student-athletes become successful graduates. And successful graduates become loyal alumni who give back — not just financially, but as ambassadors, mentors, and role models.
In an era where every student counts, and every outcome matters, the student-athlete model must be protected and evolved — not for nostalgia’s sake, but because it is a proven driver of impact.
College Sports Matter
Colleges are being judged more than ever on how well they prepare students for life after graduation. Athletics, when integrated with intentional academic, mental health, and career support, plays a vital role in that preparation.
College sports matter — because student-athletes matter. And how we support them today shapes the future success of our institutions tomorrow.