The survey found that a strong majority of Americans believe it is important for college sports to exist, with 65% calling it moderately to extremely important. The public sees the primary benefits of Division I athletics as boosting a school’s identity and marketing (57% said it provides a high or very high benefit) and enhancing student recruitment and fundraising (49% each). In addition, 43% said college sports offer high or very high benefits to engagement with alumni, parents and fans, and 42% said sports benefit the overall student college experience.

(*See methodology page for comparison group sizes)

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