BLOOMINGTON, IN. (June 2, 2026) A comprehensive economic impact and media exposure analysis study by Collegiate Consulting shows that Indiana University athletics program generates significant value for the University, the City of Bloomington, and the Commonwealth of Indiana. The analysis examined three main impact areas: branding and media exposure, game-day operations, and student-athlete contributions.
The study used rigorous economic methodologies, including advertising value equivalency, RIMS II multipliers, as well as MR-SAM economic impact models. It examined data from FY2021–FY2024/25 and found that Indiana Athletics delivered:
• $4.5 billion in branding and media exposure value
• $675 million in game-day & event-related economic impact
• $531 million in personnel and student-athlete economic activity
The athletics program generated $691 million in direct revenue over the three years, averaging $173 million annually. Revenue sources include media rights, NCAA and Big10 distributions, bowl game proceeds, sponsorships, licensing, and endowment income.
Combined with economic impact metrics, the study found that Indiana Athletics produces an annual economic impact of $1.6 billion, totaling $6.4 billion over three years.
“These numbers underscore the tremendous value that intercollegiate athletics brings not just to the university, but to the entire state of Indiana,” said Russell Wright, Managing Director of Collegiate Consulting. “This study clearly quantifies how the University’s athletics program supports local businesses, strengthens the city’s economy, and contributes to statewide economic growth.”
About Collegiate Consulting
Established in 2005, Collegiate Consulting has partnered with more than 750 universities, colleges, and conferences nationwide. The firm prioritizes the enhancement of institutional sports programs by offering services such as feasibility and benchmarking reports, as well as coaching and administrative search support.