Dive Brief:
- John Gerdy, author of "Ball or Bands: Football vs. Music as an Educational and Community Investment," writes that schools will have to re-think football as an institutional branding tool as the public recognizes its danger to players.
- For University Business, Gerdy says the central role of higher education is to build and strengthen minds, but research continues to show us how dangerous football is for players’ brains.
- Gerdy expects institutions won’t be able to prioritize the revenue and brand benefits of football programs over athletes' safety in the face of moral outrage by the public.
Dive Insight:
Even though football programs foster brand loyalty and create dedicated alumni and future players, some schools have realized their programs cost a lot more than they’re worth. Football programs have high overhead, star coaches often make millions, and litigation could increase the costs of the sport. Former student athletes with health issues stemming from football concussions have already sued the NCAA.
Dozens of colleges have shuttered their football programs over the years. If Gerdy is right, the move may become more common as institutions get ahead of public opinion. If they're too far ahead, of course, the decision will surely incite outrage.