Both on and off the field, the return of college football brings many exciting things to college towns, generating excitement surrounding teams and the sport. As students at the University of Arkansas, we get a front-row seat to this each year, and the return of football season invigorates college towns all across the country.
First, college football does a great deal for local economies. Because game days generate a lot of excitement, they drive thousands of people into college towns, bringing more customers into businesses like local restaurants, shops, hotels, and others. Due to the popularity of the sport, many local shops are able to consistently sell a variety of game day apparel and can dedicate a portion of their stores to game day gear. Because of things like upsets and unexpected close games, college football can, at times, be unpredictable, and it can keep fans coming to games regularly. According to an article from This Is Capitalism, college football is the highest revenue generating sport in college athletics. Even inside the stadium, many nationally-recognized businesses partner with university athletics to advertise during game day festivities, such as having their logos painted on the field, stitched on jerseys, or by sponsoring tailgates and other aspects of the game. Revenue from this can also benefit universities and their athletic departments.
College football can also promote university visibility. Because of major media outlets and broadcasting games, college teams and universities are talked about within the larger college football landscape. For example, when teams win big games or have a unique season storyline, they may draw more attention and coverage from the media, allowing university news to reach a larger audience. During game broadcasts, many schools will also show advertisements detailing what makes their school and town unique.
Finally, college football helps foster a sense of community in college towns. Especially in states like Arkansas that lack professional sports teams, many local and state residents loyally rally behind their nearby university’s athletics. For almost any college town, it is not uncommon to see local businesses and houses decorated in support of college teams. It also gives fans the opportunity to share an experience and appreciation for a common thing. During football season, one example of this is tailgating. Often, fans line areas near the stadium to get together with other fans before the game even starts. Over time, fans unite by engaging in gameday traditions, such as calling the hogs or singing the school’s alma mater. Within college football and collegiate athletics as a whole, fans get to embrace having a sense of university pride. These aspects of game days contribute to the overall atmosphere that makes college football season about much more than the on-field product.
