School of Hard Knocks: Exploring how and to what extent universities and colleges in Ontario balance the reputational risks and benefits associated with contact intercollegiate sports

Abstract

This exploratory, single-case study investigated how and to what extent leaders in Ontario colleges and universities balance the reputational benefits and risks of contact intercollegiate sports. This study investigated athletics’ alignment with academic mission, how leaders respond to changes in stakeholder and societal values; and how leaders define, assess and respond to risk. To achieve these objectives, the study reviewed theories regarding reputation and reputation management in the context of higher education. It extended these theories into the establishment of identity, organization-stakeholder relationships, assessment of risk, and threat mitigation in the context of intercollegiate athletics. The study examined multiple sources of data including in-depth interviews with athletic directors and deans, a survey to members of the Ontario College Athletic Association; and a content analysis of mission, vision and value statements of institutions represented in the study. The study found that Ontario schools may be vulnerable to changing societal perceptions about risk in contact intercollegiate sports due to limited environmental scanning and limited engagement with stakeholders outside of higher education and athletics. The study may provide insight for academic institutions in Canada to assess academic and athletic value alignment and make changes if gaps are identified to protect reputation.