The Impact of Marketing and Travel Investments on the Psychological Well-being, Academic Success, and Athletic Performance of Collegiate Student-Athletes: Effects on Retention

Introduction: As college
sports continue to grow in popularity and profitability, university are

beginning to
heavily invest in marketing and travel resources to create more internet
exposure
and compete against other athletic programs. While
these efforts help showcase athletes on larger
platforms or stages,
they may also come with hidden challenges (Wilson, 2024). Student-athletes

are already
balancing demanding schedules, with practice, lift, rehab, games, school and

studying.
Added pressure also occurs with long travel days and handling the media which
can
greatly impact athletes’ mental health and academic
performance. This study explores how
growing investments
in the marketing and travel departments will help impact the well-being,

academic
success, and athletic performances of collegiate athletes. Furthermore, it will
look at
how these elements interact to determine whether
players choose to continue in their program,
providing insight
into whether these resources genuinely help or put additional load on student-
athletes
(Park et al., 2022). By addressing these challenges, the study hopes to provide
light on
how institutions might better serve student-athletes
in an increasingly competitive market.

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