PULLMAN, Wash. (July 21, 2025) – Washington State University Athletics delivers an average annual economic impact of more than $750 million, according to a comprehensive study conducted by Collegiate Consulting, an Atlanta-based firm specializing in intercollegiate athletics analysis. The full report, The Value of Intercollegiate Athletics: Washington State University Athletics Impact Study, is now available for public review.
The study, based on data from FY2021 through FY2024, found that WSU Athletics generated a combined economic impact of $2.25 billion over the past three years. The report quantifies the value of Cougar Athletics across multiple areas: national and digital media exposure, game-day attendance, personnel and student-athlete spending, volunteerism, camps, and special events.
“This report reinforces what Coug fans have always known — Washington State Athletics plays a major role in the vitality of the University, the City of Pullman, and the broader region,” said Anne McCoy, WSU Director of Athletics. “The study provides concrete numbers that reflect the power of Cougar Athletics to drive engagement, visibility, and economic growth at every level.”
Key findings from the Collegiate Consulting report include:
• Advertising & Visibility: WSU’s presence on national TV, streaming platforms, and social media has created a branding and advertising value of $1.52 billion over the last three years.
• Game-Day and Events: Ticketed events, sports camps, and facility-hosted non-athletic events produced a combined economic impact of $183.1 million.
• Athletic Staff & Student-Athletes: The direct and indirect impact of athletic employees and student-athletes added $252.5 million to the state economy.
• Annual Revenue: The direct revenue impact from WSU Athletics operations averaged $99.5 million per year, totaling $298.56 million over three years.
The study uses conservative estimates and industry-standard economic models, including advertising value equivalency (AVE) and the U.S. Bureau of Economic Analysis’ RIMS II multiplier, to determine both direct and indirect impact. It also accounts for student-athlete volunteerism, with over $8.7 million in value generated from service hours in the local community, and nearly $4.2 million in economic impact from student-athlete personal expenditures.
In addition to financial data, the report highlights WSU’s strong national exposure. Over the past three years, Cougar football games drew nearly 34 million viewers on national TV, with another 6 million across streamed broadcasts. Social media reach also grew significantly, with a 43% increase in Instagram followers across athletics accounts.
The study concludes that Washington State Athletics is not only a competitive Pac-12 program but also a vital contributor to regional growth, higher education outcomes, and community development.
Collegiate Consulting has completed similar studies for institutions including the University of Toledo, Rice University, Valparaiso University, and the University of New Mexico.