Small Colleges Launch Football to Boost Enrollment

Higher education institutions are restarting football programs to address declining student enrollment and improve campus culture.

Updated on Oct. 27, 2026 in Football

Small Colleges Launch Football to Boost Enrollment

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Ten four-year colleges started or restarted football programs this season in an effort to stabilize their student population numbers. Schools use football rosters of about 100 players as a marketing anchor to address shrinking enrollment.

Why it matters

Administrators view football programs as a strategic opportunity to increase auxiliary income and enhance campus culture. With high school graduation numbers projected to fall to 3.4 million by 2041, colleges are utilizing sports to remain competitive in a shrinking market.

A total of 62 four-year college football programs have started or restarted in the last decade to combat enrollment declines. Azusa Pacific University, which currently has 1,900 students, relied on a $1 million private gift to fund its restart.

The players

Azusa Pacific University

This private university located in California recently restarted its football program following a multi-year hiatus.

Whittier College

This liberal arts institution in California is using the return of its football team to help drive recent growth in its student body.

Mount Mercy University

Located in Iowa, this institution secured significant foundation funding to build facilities for its new football program.

University of Georgia

This public research university conducted a comprehensive study evaluating how small colleges utilize football to influence enrollment numbers.

The details

Schools fund these new athletic programs through private gifts, family foundations, and increased tuition revenue from the influx of athletes. A 2024 University of Georgia study examined 36 small colleges that added football between 2004 and 2016 to better understand the enrollment impact.

Azusa Pacific and Whittier College dropped their respective football programs in 2020.
Whittier College enrollment grew from 764 in 2024 to 905 in 2026.
Azusa Pacific played Whittier College in a football game on Sept. 19, 2026.
Seven schools have announced plans to launch football programs in 2027 or later.

Season Trajectory

This trend mirrors the findings of the 2024 University of Georgia study on small college football expansion. The recent move marks a strategic shift for smaller institutions looking to mirror the enrollment growth models observed over the last decade.

Students at these institutions can expect changes to campus auxiliary revenue streams as these programs aim to offset declining enrollment. The addition of 100-player rosters will likely shift campus demographics and increase the demand for student housing.

The takeaway

Small colleges are increasingly using football as a vital recruitment tool to secure long-term financial stability. Prospective students should consider how these growing athletic departments influence the overall campus culture and tuition environment.