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Journal of Sports Economics
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A Reinvestigation of the Relationship Between Big-Time Basketball Success and Average SAT Scores

Irvin B. Tucker

University of North Carolina-Charlotte

L. Ted Amato

University of North Carolina-Charlotte

The advertising effect argues that a high-quality athletic team creates a positive spillover beneficial to the academic mission. This article reexamines the proposition that a university having a successful basketball program improves the quality of incoming freshmen measured by their average SAT scores. If true, large expenditures of universities on big-time basketball and negative publicity from scandals might be justified. Previous literature provides contradictory evidence that is based on only 2 academic years. This article revisits the issue using data for academic years 1993-2002 and concludes there is no consistent evidence a highly successful basketball team has a favorable advertising effect on average SAT scores. Conference fixed effects reveal positive impacts from being in a major conference, a result that supports previous findings regarding the importance of being affiliated with a Bowl Championship Series (BCS) football conference.

Key Words: basketball • advertising effect • SAT scores • athletics

Journal of Sports Economics, Vol. 7, No. 4, 428-440 (2006)
DOI: 10.1177/1527002505275096
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D. R. Smith
Big-Time College Basketball and the Advertising Effect: Does Success Really Matter?
Journal of Sports Economics, August 1, 2008; 9(4): 387 - 406.
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