iPhone app iPad app Android phone app Android tablet app More

Featuring fresh takes and real-time analysis from HuffPost's signature lineup of contributors
Andrei Markovits

GET UPDATES FROM Andrei Markovits
 

College Sports as Product Differentiation

Posted: 01/30/2012 3:17 pm

The spate of recent criticisms regarding college sports -- meaning the big-time revenue makers of football and men's basketball with few worries allotted to swimming or gymnastics -- center on two arguments: that their behemoth existence is detrimental to the university's mission of education and scholarship; and that their prominence in university life is new.

Neither claim is true.

As to the former, the growth of these two sports in the course of the postwar era also coincides with the emergence of the American university as the envy of the world. According to two surveys conducted regularly on a yearly basis, "Top 400 -- The Times Higher Education World University Rankings" and "QS Top 500 Universities," American universities have consistently been amply present in both: 20 among the top 50 in the QS ranking; and 30 among the top 50 in the Times Higher Education ranking. A quick glance at these American universities will reveal a substantial number of institutions in which big-time Division One college football and men's basketball play a key role, and have done so for decades. A

Among these are such eminent places as Stanford University; the University of California, Berkeley; the University of California, Los Angeles; the University of Michigan; the University of Wisconsin; the University of Texas; and Duke University. Yes, so is the University of Chicago; the California Institute of Technology, the Massachusetts Institute of Technology; and Ivy League schools like Harvard, Yale, Princeton and Columbia that do have both of these sports, among many others, but where arguably they have come to play a less salient role in these institutions' identity than in the other schools'. Moreover, a brief look at much-discussed Penn State University will reveal that parallel to this university's growth in football prominence under the aegis of the late Joe Paterno, there also occurred a comparable, if not even more impressive, growth in this institution's stature as a leading research university on a national and international level. With the faculties of most American universities having become more accomplished, more professionally active, more published, and more diverse over the past four decades; and with student competition for admission having become keener as well, an argument can be made that today's American university is intellectually and professionally superior to its erstwhile predecessor.

Concerning the second point, there exists ample evidence that football in particular -- but other sports as well, such as rowing and baseball -- became central ingredients of American college existence by the early 1860s. As sport historians John A. Lucas and Ronald A. Smith have convincingly shown in their fine research published jointly and separately, virtually all the ills that we currently bemoan sports to possess in their corrupting the integrity of our university's educational mission existed in college football of the late 19th century: financial favors to sub-freshmen recruits; constant violations of eligibility rules; bowing to alumni interests and outside boosters; payment of professional coaches well beyond faculty salaries; sports budgets far exceeding those of large departments and even entire schools. Thus, for example, Yale's income from football in 1903 equaled the combined budgets of the law, divinity; and medical schools.

The reason for this was clear then and remains clear now: product differentiation! America's nine colonial colleges emulated Oxford and Cambridge which also included playing sports. But unlike Oxford and Cambridge whose product needed no particular distinction in the then still sparse world of British higher education (pace the University of Durham in England, Trinity College Dublin, and the four fine Scottish universities) , this was not the case with their American imitators. Here, the need for differentiation among a greater number became a necessity, especially with the considerable growth in institutions of higher education following the passing of the Morrill Land-Grant Act signed into law by President Abraham Lincoln in 1862.

Sports came to play a crucial role in these institutions' identity creation. When Columbia won a regatta on Lake Saratoga in 1874, President Frederick Barnard congratulated the team by saying that this victory would carry the name of Columbia to far-away places like Paris, London, Hong Kong and Kolkata. And one year later, Cornell's President Andrew White welcomed his victorious rowers with flying flags and the University chimes a-ringing. Moreover, sports proved a great social equalizer in that young men from rural backgrounds and modest means attending the newly-formed land grant colleges could -- and often did -- defeat their rivals hailing from privilege and money. Precisely because even then sports were better understood and more avidly followed by the vast majority of the public than physics or philosophy, Harvard's building its horse-shoe shaped concrete-based stadium in 1903 was much better known and more prominently covered than its 40 endowed professorships. This has not changed. Nor has the desire to utilize sport's popularity to enhance a school's name recognition and identity building. Sports became a unique fixture of American higher education. In this form, they do not exist anywhere in the world, including the higher education system of our English-speaking cousins. College sports have long coexisted with the American university's scholarly mission and will continue to do so in the future.

Andrei S. Markovits teaches at the University of Michigan. With Emily Albertson, he is the author of the forthcoming SPORTISTA: The World of Female Fandom in the United States (Temple University Press)

 
The spate of recent criticisms regarding college sports -- meaning the big-time revenue makers of football and men's basketball with few worries allotted to swimming or gymnastics -- center on two arg...
The spate of recent criticisms regarding college sports -- meaning the big-time revenue makers of football and men's basketball with few worries allotted to swimming or gymnastics -- center on two arg...
 
 
  • Comments
  • 6
  • Pending Comments
  • 0
  • View FAQ
Comments are closed for this entry
View All
Recency  | 
Popularity
12:22 PM on 02/01/2012
The other issue is the affordability question. I recall that the number of athletic programs that are self funded through ticket sales and outside fundraising is very small. The balance rely on student fees and institutional funds. As the nation faces the question of affordability of higher education how should this cost be reviewed? Those that are truly self funded are the big time programs. I believe even the DIII programs at the top tier institutions are heavily student fee funded.
01:20 AM on 02/01/2012
There is good data now that having an immensely successful sports team reduces the grades of male fans - too much partying and celebrating I assume. I would point out that it is also established that male students (on the average) do much worse if they have easy access to a good gaming system.

In both cases, the time diverted from studying adversely affects the students studies. Men are more influenced than women.

I went to the University of Maryland - College Park. 40+ years ago. Some of the football and basketball games were very big things on campus. I never went to any of them. I was busy with my math and physics. The sports thing seems to be some social group bonding ritual.
This user has chosen to opt out of the Badges program
02:52 PM on 01/31/2012
As the article pointed out, these issues are not new. Ambrose Bierce's "The Devil's Dictionary" (published in 1911) contains the following definitions:
ACADEME, n. An ancient school where morality and philosophy were taught.
ACADEMY, n. [from ACADEME] A modern school where football is taught.
photo
Thordeer
Greed has won over principle.
02:00 AM on 01/31/2012
Speak out for paying the athletes next time.
11:47 PM on 01/30/2012
While I agree with some of your historical perspective, the multi-million dollar coaching salaries for football and basketball, in my opinion, are really the tipping point that has set these sports apart and cause much of the uproar. Additionally, swimming, gymnastics, or other sports do not serve as a free "minor leagues" for professional, corporate swim and gymnastic teams. Therefore, I think there is a very large hole in the position that college sports have been around for so very long. Yes they have but they are not a cancer grown wild and a black hole for funds that could be better used for academic and broader participation in more sports. This would result in more participation versus catering to so few students and their future professional teams. Possibly sports, sans broadcast revenues and coaching salaries that are obscene as compared to professors and other contributors to college life, would better serve the reason colleges exist in the first place.
photo
HUFFPOST BLOGGER
Andrei Markovits
11:14 AM on 01/31/2012
Thank you very much for your thoughtful comment. As author of the piece, I appreciate it very much.
I totally agree with you that establishing MINOR LEAGUES for football and basketball would alter their overly heavy presence and current dominance on the college level. But might that happen realistically speaking? With such minor leagues missing, college football and college basketball have become the youth and minor league structures for the BIGS in both sports.
As to coaches' salaries, already at the beginning of the 20th century, football coaches at the fancy East Coast schools and then at key Midwest universities were making AT LEAST as much as top professors, often more.