ATLANTA – Collegiate Consulting has released a new valuation study showing that San José State University’s athletics program generates an average annual economic impact of $225.6 million, reinforcing its role as a major economic driver for both the University and the City of San José. Over the past three years, Spartan Athletics has delivered a total impact of nearly $677 million, spanning media visibility, game-day spending, athletic revenue, and contributions from student-athletes and staff.
“It’s important to understand all the different aspects in which athletics can benefit the broader university and surrounding community,” said Jeff Konya, SJSU Director of Athletics. “Brand enhancement was a priority over the last several years, and this report illustrates that SJSU is trending in the right direction. I want to thank all the support from our donors, campus partners, our students, staff, and coaches who have assisted in all this success.”
The analysis highlights that SJSU’s media exposure through television, streaming, radio, print, and social platforms has produced more than $443 million in advertising value since 2022, amplifying the university’s brand across national and regional audiences. Game-day events have added another $63 million in direct and indirect visitor spending, with football accounting for nearly 80 percent of that activity. In addition, external athletic revenues of $43 million created an additional $66 million in economic ripple effects throughout the local economy.
Student-athletes and athletics staff also play a crucial role in shaping community impact. From FY2022 to FY2024, SJSU student-athletes contributed $6 million through personal spending and $1.38 million in volunteerism to the greater San José area, while athletics staffing expenditures generated nearly $95 million in economic activity. Together, these factors illustrate the wide-ranging influence of Spartan Athletics on jobs, local business growth, and community service.
“San José State University’s athletics program is more than competition on the field — it is a vital contributor to the city’s economy, the university’s visibility, and the overall student experience,” said Russell Wright, Founder & Managing Director of Collegiate Consulting. “This study makes clear the measurable value Spartan Athletics delivers, and underscores why continued investment in athletics strengthens both the institution and the region it serves.”
About Collegiate Consulting
Founded in 2005, Collegiate Consulting has completed projects with more than 750 universities, colleges, conferences, and associations across the country. The firm specializes in strategic planning, feasibility studies, economic valuations, AD search and enrollment strategies for higher education institutions.
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