Athletic scholarships are a necessity for colleges: There is no other way for schools with the top teams to recruit the best players without providing financial assistance in return. When colleges can recruit the best of the best, they can keep their teams performing well, which is important to colleges on many levels.
College sports generate millions of dollars in revenue. Not only are ticket and merchandise sales important, but successful sports teams keep a college’s reputation high. This means that they can always recruit not only the best athletes, but a higher caliber of students as well.
Successful sports teams and all that are associated with them (for instance, marching bands and coaches) help colleges maintain their visibility and reputation. Without being able to recruit top talent, sports programs would quickly cease to be the draw that they are. When players go on to achieve success in professional sports, it improves the school’s reputation. For this reason, colleges can have deep pockets when it comes to making scholarship offers to those who show exceptional promise.
Another reason colleges are willing to foot the bill for top athletes is to maintain their relationships with alumni. Alumni are some of the largest supporters of college sports. Outside of tuition payments, alumni are also one of higher education’s largest sources of income. Many alumni donate millions to their alma maters when they have successful seasons. Colleges also know that when a former student graduates and starts earning a significant income, it is very likely that he or she will also make significant donations. The college then receives a substantial return on its investment in student athletes. While colleges don’t necessarily rely on donations from their athletic alumni, they are usually the most visible and enthusiastic spokespeople in the sports community.









