For small colleges and universities, athletics is about far more than game-day victories; it’s a critical lever in institutional sustainability.
Since the inception of the NAIA’s Return on Athletics (ROA) initiative, one key metric has taken center stage: net return. This figure reflects the financial impact of athletic enrollment after accounting for both revenues and expenses. It has become a cornerstone in helping schools measure the actual value of their athletic programs.
Why is the net return on athletics increasing?
After holding steady for several years, average net return from athletics jumped 14.4% in 2023-2024, reaching $4.6 million per institution. But what’s behind this increase? And more importantly, how can athletic departments replicate that success?
ROA took a deep look into how retention rate, total sport programs, and JV ratio have a significant positive impact on an institution’s net return. This research brief provides insights into how athletics programs can play a key role in an institution’s financial success:
Net Return on Athletics: A Closer Look
Several ROA’s insights and opportunities may shape the next chapter in athletic program growth. Discover the factors most closely tied to net return, including retention rates, total sport offerings, and JV participation.
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