Beyond the scoreboards and stadium lights, Division I collegiate athletics at Utah’s public universities confer substantial benefits to communities and their respective institutions of higher learning. A first-of-its-kind study from the Kem C. Gardner Policy Institute illustrates the many ways in which collegiate athletics contribute more than just economic benefits. The report reveals how these programs serve as cornerstones of community identity, encourage school pride, and provide invaluable opportunities for student-athletes to excel both on and off the field.
“We often focus on the tangible benefits of college sports, but this report digs deeper,” said Natalie Gochnour, director of the Gardner Institute. “It uncovers incredible ways that athletics strengthen our social bonds, enhance the educational experience, and elevate Utah’s standing on a national stage.”
Key takeaways from the report include the following:
Community Benefits –The report shows how college sports act as a unifying force, bringing together students, alumni, faculty, and community members from all walks of life. From the spirited traditions of homecoming celebrations to the electrifying atmosphere of game days, these shared experiences foster strong community bonds and create lasting memories.
Student-Athlete Impact – The research emphasizes the transformative impact of athletics on student-athletes. It highlights how participation in college sports expands access to higher education, cultivates leadership skills, instills a strong work ethic, and promotes a lifelong commitment to health and well-being. For example, nearly 2,100 student-athletes received more than $41 million in athletic scholarships during FY 2024, expanding access to higher education, especially for first-generation students, who make up about 15% of NCAA Division I student-athletes nationwide.
University Brand – In a Pac-12 visitor experience survey, a sample of visitors during the 2011 football season reported an increase in favorable or very favorable impressions of Salt Lake City from 67% to 89% after attending a University of Utah football game. Marquee games, such as regional or nationally televised regular season and postseason/bowl games, generate significant Earned Media Value (EMV) for teams in the state and their schools. For example, marketing experts conservatively estimate broadcast and digital EMV of the Fox Sports Big Noon Kickoff game in 2025 between Utah and Texas Tech totaled between $1.8 million and $3.5 million for the University of Utah.
Economic Contributions –Analysts estimate that in 2024, 2,100 student-athletes, 24 Division I NCAA sports, $19 million in ticket sales for events, and other related athletic activities at the state’s public universities contributed $409 million in economic output, $229 million in gross domestic product, and over 3,000 jobs to the Utah economy.
