Baker Links Athletics to Supporting Enrollment Growth for Colleges, Universities

Former Massachusetts governor and current NCAA president Charlie Baker is making the case for college sports to help institutions combat declining enrollment and financial strain.

During an event at the Boston Harbor Hotel held last Thursday, April 23, Baker reiterated that college sports are a tool to address enrollment and financial pressures, but they are not a standalone fix.

Baker's comments reflect ongoing pressures in higher education as institutions face declining numbers of college-aged students for their applicant pools, shifting perceptions about the value of a college degree, and growing competition from alternative education pathways.

In his comments during a meeting of the Boston College Chief Executives Club, Baker advised colleges to assess their strengths and align resources, including athletics, with their schools' missions and areas of excellence.

“I actually think part of the reason people are spending money on sports, in many cases, is because sports build brand and brand matters,” he said in a statement shared with GBH. Baker pointed to examples like High Point University, where athletic success spurred inquiries, illustrating how sports can drive student applications and reinforce institutional branding.

Baker also spoke about the regulatory environment around college athletics, calling for clearer, more stable rules and suggesting targeted provisions around academic eligibility.

“We have all kinds of folks trying to get a sixth, seventh, and eighth year. They don't get it from us, and then they go get it from the judge who graduated from their school. No offense to judges,” he said.

Implementing these changes, Baker said, could help colleges and universities view their athletics programs as part of a broader strategy to navigate the financial pressures facing higher education.