College football is experiencing a notable resurgence at the lower levels of competition, with ten new or revived programs taking the field this fall. According to data from the National Football Foundation, this represents the largest expansion of the sport in the college ranks since 2013. Another seven programs are scheduled to launch in the near future, primarily within the NCAA Division III and the National Association of Intercollegiate Athletics, where athletic scholarships are prohibited.
This growth occurs despite a broader narrative of financial instability in college athletics, characterized by revenue-sharing complexities and operational losses for many departments. While football remains both the most lucrative sport and a significant financial drain at major institutions, leaders at smaller colleges are leveraging it as a strategic tool to drive student enrollment. Whittier College in California serves as a prominent example; after cutting its program in 2022, the school relaunched this fall with a roster of 96 players following a successful fundraising campaign that exceeded its $750,000 goal.
Whittier President Kristine E. Dillon reported that restoring the football team contributed to an approximate 10 percent increase in enrollment. The administration noted that the program's absence had previously caused non-athlete students to leave, while its return attracted new applicants specifically seeking a college with a football tradition. Similarly, Stillman College in Alabama is reviving its dormant program, which has been inactive since 2015, aiming to boost its student body from around 750 to 1,000 by 2030. Board of Trustees Chair Joe Hampton emphasized that the state's deep football culture offers a unique opportunity to recruit high school athletes who are also strong students.
However, experts caution that this strategy yields mixed results and may not be universally applicable. Andrew Zimbalist, an economics professor at Smith College, suggests that adding football is often a desperate measure for struggling institutions facing demographic challenges and visa restrictions. Research indicates that while some studies show modest short-term enrollment gains or stronger numbers for schools with football programs, other analyses find no significant long-term benefits or fail to attribute growth directly to athletics.
Dillon acknowledges the financial risks, noting that the strategy only works if the net tuition revenue from increased enrollment can reasonably support the program's budget without compromising other institutional priorities. While Whittier plans to add a women's flag football program in 2028, the long-term success of these expansion efforts across various colleges remains to be seen.
Sources: Inside Higher Ed.