US Colleges Turn to Football to Fight Shrinking Enrollment

Ten small four-year colleges and universities in the United States started or restarted football programs this season, marking the biggest single-year jump since 2013, according to the National Football Foundation.

Among them were Azusa Pacific University and Whittier College in California, both of which had dropped football earlier this decade largely due to financial strain. Azusa Pacific ended its program in 2020 after 55 years, while Whittier dropped football in 2022 after 115 years. Both schools returned to the field this season, drawing large crowds for their comeback games.

Administrators said the decision to bring back or launch football programs was driven largely by a need to boost enrollment, since football rosters can bring around 100 new students to a campus. Azusa Pacific's president said the move was partly about growth and financial upside, while also framing it as a chance to positively influence young players. Azusa Pacific funded its relaunch through a private donation and shifted divisions to join a new conference.

In Iowa, Mount Mercy University played its first-ever home football game this season, drawing more than a thousand fans. The university has leaned heavily on athletics to support enrollment, with a majority of its student body participating in sports. A local foundation funded the construction of a new athletic facility to support the program, and officials acknowledged the team was meant to generate revenue alongside building community.

National projections show high school graduation rates peaking in 2025 before declining by roughly 13 percent by 2041 due to falling birth rates, with college enrollment expected to follow the same pattern. Many small private colleges have already experienced steep enrollment declines since the pandemic, prompting some to add sports, including football, as a strategy to attract more students.

However, research suggests the strategy may not deliver the financial results schools hope for. A 2024 study from the University of Georgia examined dozens of small colleges that added football between 2004 and 2016 and found that while there was a short-term rise in male enrollment, overall tuition revenue per student did not increase once program costs were factored in. The study did find that football contributed positively to campus life. Researchers noted that today's wave of program additions is occurring amid a shrinking pool of college-bound students, unlike the growth period studied.