Athletics can be expensive. It can also be one of the most powerful enrollment engines a small college has. Both things can be true.

Students don’t choose schools the way they did 10 years ago. Just having a place to play isn’t enough. They want it to feel big time. They want to feel valued. They want a recognizable brand, an identifiable culture and a place they can see themselves belonging. And they have more information than ever to compare those experiences. Students are making more educated decisions. Schools have to be more intentional about giving them a reason to choose them.