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