Abstract
The presence of the arms race in intercollegiate athletics has led to extensive spending on major, revenue-producing sports (Knight Commission, 2004, 2010). Despite revealing that only a handful of programs produce profits (NCAA, 2009), administrators continue to embrace a commercial model that has coincided with the elimination of nonrevenue, Olympic sports in National Collegiate Athletic Association (NCAA) athletic departments. The purpose of the study is to gain an understanding of the revenue and nonrevenue program elements that are most highly valued by NCAA Division I athletic administrators (N = 248) to understand athletic department administrative theory and to facilitate an effort to develop strategic measures to counter program discontinuation. The results reveal an athletic organism that has morphed into a divided system with each school mimicking one another in the arms race of expenditures in their revenue sports (Knight Commission, 2010), while maintaining core values in the Olympic sports.
Recommended Citation
Cooper, Coyte and Weight, Erianne
(2011)
"Investigating NCAA administrator values in NCAA Division I athletic departments,"
Journal of Issues in Intercollegiate Athletics: Vol. 4, Article 5.
Available at:
https://scholarcommons.sc.edu/jiia/vol4/iss1/5