Jay Jacobs:The value of college athletics

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That being said, pending court cases and rising costs mean hard questions and economic reality are coming at us full speed We’ve tweaked things over the past few years, but a seismic shift is on the horizon.

The one question none of us wants to answer is who gets cut, not what gets cut. At the pace we’re moving, I can cut into my investments in facilities, infrastructure and the game-day experience, but those are short-term actions that will ultimately lead to fan dissatisfaction and declines in revenue. This will create a downward spiral that leads to more and more cost cutting, which could include nonrevenue sports.

While Auburn remains one of a small group of schools that are able to generate an annual operating surplus, without support of university funds, new revenue streams are a challenge to find. Cost cutting will likely be a constant in future athletic department strategic plans across the country. These cuts may lead to a fundamental change to what, in my opinion, college sports were meant to be, which is providing a college education for students who love to play their sport while creating a lifetime connection to their school, their teammates, and their fans.

Many may argue that college sports are a big business, and in many ways, they’re right. Athletic directors are judged on financial performance. Their tenure depends on more than just winning championships.

If the only issue facing college sports was about money, the hard decisions we’re facing would be easier. But when it’s about young people trying to use their talents to better themselves, the decisions we make are truly life changing.

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