Abstract
This study revisits the Flutie Effect by examining factors that influence a student’s college choice which includes the role of athletics and its brand. The study assessed items related to academics, interpersonal influences, campus culture, and athletics through a survey of first-year students. An exploratory factor analysis produced a seven-factor model explaining 71.51% of the variance. The strongest factor was emotional and behavioral identification with university athletics, reflecting fandom, affiliation, and pride in athletic success. Athletics significantly influenced college choice, but their impact extends beyond athletic success to include broader dimensions of branding, fandom, and affiliation. For institutions seeking to capitalize on athletics-related visibility, recruitment strategies should also integrate athletics with messaging about belonging, affordability, accessibility, and campus environment.
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Recommended Citation
Hardin, R., Childs, M. L., & Koo, W. G. (2026). Revisiting the Flutie Effect: The Impact of Collegiate Athletics on College Choice. The COSMA Journal. Retrieved from https://scholarworks.bgsu.edu/cosma/vol3/iss1/14Included in
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