Universities located near Premier League clubs are observing notable patterns of student admissions, according to recent research from the University of Stirling. The study highlights how local football teams' performances can have unexpected yet significant impacts on university appeal and, as such, affect student enrollment.
It’s no secret—football is more than just a sport for many. For numerous students choosing where to pursue their higher education, the success or failure of local football clubs can sway their decisions. The idea might seem peculiar at first, but the numbers tell a compelling story.
According to the research, universities linked to clubs who have been relegated from the Premier League have experienced declines of 4% to 8% in student admissions. When clubs had poor performances and struggled to maintain their positions, prospective students took notice, often opting for universities located near teams doing well, or staying clear of institutions tied to clubs fighting relegation.
For example, Bournemouth University, whose local football team finished the last season mid-table, may find itself on advantageous ground, as the club’s relative stability can positively affect its admissions statistics. Conversely, other universities tethered to clubs facing relegation may need to rethink their recruitment strategies.
This research was driven by Dr. Carl Singleton, a senior lecturer at the University of Stirling, who stated, “We found having a football team doing well can be beneficial for your admissions if you’re a university chancellor.” It turns out, the mainstream presence of these teams along with the excitement surrounding them can draw students who identify with the local team’s success and are attracted to its affiliated institutions.
Singleton noted the added visibility of successful football clubs enhances their university’s brand awareness, bringing more potential students through their doors. "Sport is an international language and football’s reach is incredible,” he explained. The study captures this effect as it suggests the intrinsic connection between the sport and student preferences.
Interestingly, the impact is more pronounced when clubs experience continued failure: if they fail to regain their league positions after relegation, the drops in admissions can reach up to 8%. On the flip side, if they bounce back quickly, the decline can be reduced to around 4%.
Even though this is the first study of its kind within England, it corroborates what many involved with university admissions already suspected. Singleton noted he received feedback confirming these findings from university admissions staff, who had long observed this trend from their experiences.
Some universities have taken proactive measures to capitalize on such narratives. For example, Bournemouth University has featured their local club’s achievements in marketing materials, weaving the football theme throughout campus life. Even staff from the University of Manchester have participated alongside Manchester United during promotional pre-season tours abroad, emphasizing their connection to the team.
Of course, it’s not just about the immediate local football narrative. The overarching financial strain within the UK education system creates additional urgency for universities to appeal to students. Reports indicate the need for tuition fees to rise to £12,500 annually for institutions to break even. These financial pressures add to the impetus for universities to align marketing strategies with popular local entities.
It’s evident: football clubs wield power beyond the pitch, impacting education and communities. With universities feeling the burden of economic realities, their ties to local sports teams could be more important than ever. If they want to sustain or increase student numbers, they might just need to put on their team colors and cheer them to victory.
