When selecting a university, students often have various factors to consider, such as the quality of courses, campus environment, faculty, and even the performance of the local football team in the previous season.
Recent research indicates that in England, the success of Premier League football clubs associated with a university’s location can significantly impact students’ choices. A study led by the University of Stirling reveals that universities with thriving local football teams tend to attract more prospective students, while those linked to struggling clubs may encounter a decline in applications.
As universities face a growing financial crisis, with some suggesting that tuition fees in England should rise to £12,500 per year to ensure sustainability, vice-chancellors might want to embrace local football culture to help enhance their appeal.
The study analyzed data over the past two decades, noting that institutions tied to football clubs relegated from the Premier League experienced a drop in undergraduate admissions ranging from 4% to 8%, compared to those whose clubs maintained their top-tier status. If a relegated team managed to return to the Premier League after just one season, the decline in admissions was about 4%, but this figure increased to 8% if the team remained in the lower division for a longer period.
Dr. Carl Singleton, a senior economics lecturer at the University of Stirling, stated, “Having a football team that’s performing well can positively influence your admissions if you’re a university chancellor.” Researchers speculate that the heightened visibility associated with a local football club in the Premier League helps attract students to the corresponding universities. Singleton noted, “Sport is an international language, and football has immense reach. The recognition of a place is very important.”
This research marks the first of its kind in England, although the findings were not unexpected by those in the university admissions sector. Singleton mentioned that faculty involved in admissions had already intuitively recognized these trends.
Numerous universities actively seek to leverage their relationship with prominent local football clubs. For instance, Bournemouth University has highlighted its local team, which finished the recent Premier League season in 12th place, in its promotional materials. Meanwhile, staff from the University of Manchester have joined Manchester United on their pre-season tours in Southeast Asia. Singleton pointed out, “Given the current climate in UK higher education, it’s likely that more universities will explore marketing partnerships with their local football teams.”
The research, conducted in collaboration with Birmingham Business School and the University of Reading, focuses on larger universities with a minimum of 7,000 admissions per year and excludes those tied to multiple teams, such as those in Manchester, Sheffield, and London. The analysis utilized annual admissions data from the Higher Education Statistics Authority along with English Premier League season statistics from worldfootball.net.