Balancing act of sports and academics in college, digital illustration.

Fair Play or Foul? Unpacking Equity in College Sports

Nico Varela in Culture & Society December 2025 • 3 min read.

"Dive into the debate on fairness in college athletics, exploring how new rules impact athletes and coaches alike."

College sports are a complex web of departments and people. Athletic directors navigate varied interests, making decisions that are purposively vague to accommodate everyone. A key challenge is figuring out what's important. Stakeholder salience helps in understanding this concept within sport management.

Stakeholder salience is how managers prioritize claims made by stakeholders. It depends on the stakeholder's power, their claim's legitimacy, and how urgently they need action. This approach is well-established in management and sport management.

Research on stakeholder salience looks at how managers meet the needs of stakeholders, like dealing with sponsorship entities or getting public support for new facilities. While there is focus on understanding stakeholders, there is limited insight on how stakeholders use their attributes to gain importance.

Power, Legitimacy, and Urgency: Decoding Stakeholder Salience

Balancing act of sports and academics in college, digital illustration.

Stakeholders who have all three attributes, power, legitimacy and urgency, are key for the organization. A recent study examined the relationship between an expansion committee seeking a franchise license and the National Rugby League. Internal stakeholders partnered with other stakeholders to gain importance.

A study on college athletics explored an athletic department adding a varsity football program, where stakeholders thought the football program was prioritized to the detriment of other sports, despite requiring investment and minimal success. The National Collegiate Athletic Association (NCAA) balances academic and athletic excellence.

Researchers are focusing on understanding organizational stakeholders.
Limited research explores how stakeholders use power, legitimacy, and urgency to gain importance with their manager.
Managers need to identify and prioritize stakeholders to assist managers and provide a value contribution to organizations.
Managers' perspectives on stakeholder salience attributes have been examined, but stakeholders' perspectives need more examination.

Equity is one potential attribute, defined as social justice or fairness. While equity is used in other theoretical models for managerial decision making, like distributive justice, sustainability, and strategic human resource management, it has not been theoretically linked to stakeholder theory.

The Future of Fairness in College Sports

This study shows that stakeholders want managers to use an equity perspective in decision-making. Managers need to consider equity-related claims and how they can lead to greater stakeholder satisfaction and long-term organizational benefits. Managers can also categorize stakeholder claims to better understand their organization's priorities. Additional research into equity as an attribute within stakeholder salience is needed.

About this Article -

This article was crafted using a human-AI hybrid and collaborative approach. AI assisted our team with initial drafting, research insights, identifying key questions, and image generation. Our human editors guided topic selection, defined the angle, structured the content, ensured factual accuracy and relevance, refined the tone, and conducted thorough editing to deliver helpful, high-quality information.See our About page for more information.

This article is based on research published under:

DOI-LINK: 10.1123/jsm.2017-0192, Alternate LINK

Title: It’S Powerful, Legitimate, And Urgent, But Is It Equitable? Stakeholder Claims Within The Attributes Of Stakeholder Salience In Sport

Subject: Organizational Behavior and Human Resource Management

Journal: Journal of Sport Management

Publisher: Human Kinetics

Authors: Matt R. Huml, Marion E. Hambrick, Mary A. Hums, Calvin Nite

Published: 2018-05-01

Everything You Need To Know

What is stakeholder salience in the context of college sports management?

Stakeholder salience is a crucial concept in college sports management, defining how managers prioritize various stakeholder claims. It's determined by a stakeholder's power, the legitimacy of their claims, and the urgency with which action is needed. Managers use this framework to navigate the complex web of interests within athletic programs, like the National Collegiate Athletic Association (NCAA), and to make decisions that reflect the values of the college sports landscape.

How do power, legitimacy, and urgency influence stakeholder importance in college athletics?

In college athletics, stakeholders possessing power, legitimacy, and urgency are considered highly important. A recent study highlighted how stakeholders, even internal ones, collaborated to gain importance in the context of an expansion committee and the National Rugby League. The interplay of these attributes helps managers prioritize and respond effectively to the diverse needs and demands of various stakeholders, such as sponsorship entities, public supporters, and the National Collegiate Athletic Association (NCAA).

What is the significance of equity in stakeholder salience within the scope of college sports?

Equity, defined as fairness or social justice, is an important attribute in stakeholder salience. It has implications in college sports, but is under-examined. Managers should consider equity-related claims to increase stakeholder satisfaction and secure organizational benefits. This approach allows managers to categorize stakeholder claims, thereby improving understanding of organizational priorities and promoting more equitable decision-making processes in college sports.

How can managers use stakeholder salience to balance interests within a college athletic program?

Managers can navigate complex situations within college athletics, like an athletic department adding a varsity football program. They need to identify and prioritize stakeholders using the power, legitimacy, and urgency framework. Managers can analyze stakeholder claims, deal with sponsorship entities, or seek public support for facilities. The National Collegiate Athletic Association (NCAA) balances academic and athletic excellence. By prioritizing stakeholders, managers can ensure decisions align with the overall goals and values of the program.

What future research is needed concerning equity and stakeholder salience in college sports?

Additional research is needed to explore equity as an attribute within stakeholder salience. The current study shows stakeholders want managers to use an equity perspective in decision-making. There's limited insight on how stakeholders leverage power, legitimacy, and urgency to gain importance with their manager. Future studies should focus on how managers' perspectives on stakeholder salience attributes are affected by stakeholders. More study is needed on equity-related claims and how they can lead to greater stakeholder satisfaction.