A Perception of Revenue-Generation Strategies in HBCU Athletic Departments

This study focuses on the perception of revenue generation among Historically Black Colleges and Universities (HBUC) athletic departments. Specifically, the study aimed to investigate perceptions of revenue-generation strategies in NCAA Division II HBCU athletic departments. To gather this information, participants with experience working with HBCUs were interviewed to obtain a better understanding of the current landscape of revenue-generation strategies as well as challenges. Participants took part in semi-structured interviews. Results indicated there are opportunities for HBCU athletic departments to generate revenue, but staffing may pose a challenge. This study will help athletic administrators understand current revenue generation at HBCUs and offers possible strategies athletic administrators can use to increase revenue generation with an understanding of limited resources.