Create a free Diverse: Issues In Higher Education account to continue reading

Colleges look to create revenue as slashed budgets don’t cut it

Alabama and Virginia Tech on Sept. 5 will play one another in Atlanta in one of the most anticipated games of the 2009 season – a game sponsored by Chick-fil-A. The Chick-fil-A Kickoff Game, as it is formally known, is expected to attract a sellout crowd to the Georgia Dome, draw a large television audience and bring millions of dollars to both schools.  According to The Modesto Bee, the game also could represent something more: the beginning of a trend for a college athletics culture that is demanding new sources of revenue. Today it’s the Chick-fil-A Kickoff at the beginning of the season. Tomorrow, commercialization in college athletics could be something much greater.

© Copyright 2005 by

A New Track: Fostering Diversity and Equity in Athletics
American sport has always served as a platform for resistance and has been measured and critiqued by how it responds in critical moments of racial and social crises.
Read More
A New Track: Fostering Diversity and Equity in Athletics