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ABSTRACT
Because of its prominent role, football has the potential to positively impact a university in several ways. Previous research on college athletics has focused on the financial impact of athletic success on institutions (e.g., donations). This research examines the marketing capabilities of college football by measuring alumni perceptions of a large southeastern university's move to NCAA Division IA football. A total of 297 alumni participated in a telephone survey. A high percentage of alumni believe IA football is prestigious and that the move to IA has influenced game attendance intention. Alumni believe the university's image has been positively influenced by the move to IA, and 21% believe the perceived value of their college degree has been enhanced by the move to IA. Findings from this study can aid universities in understanding the importance of football to alumni and how athletics can keep alumni connected with their alma mater.