A Gap Analysis Study of University Sports Revenue Sources in Saudi and United States Universities

Abstract

This study aims to analyze the gaps in revenue sources of collegiate sports in Saudi Arabia and the United States, by comparing the experience of the Saudi University Sports Federation with the model of the National Collegiate Athletic Association (NCAA). The study aims to provide a practical framework that contributes to the development of collegiate sports in Saudi Arabia, aligning with the objectives of Saudi Vision 2030. The research problem stems from the continued reliance of Saudi collegiate sports on direct government funding to finance its activities, despite more than fifteen years having passed since its establishment, in contrast to the American model, which has successfully diversified its income sources through television broadcasting rights, ticket sales, sponsorships, commercial advertising, donations, and investments. The study employed a descriptive documentary comparative methodology, analyzing official reports issued by the Saudi University Sports Federation and the NCAA, to identify similarities and differences in funding sources between the two models. The findings revealed substantial gaps in areas such as marketing, sports media, and financial independence, favoring the U.S. collegiate sports system. Based on these results, the study proposed a set of recommendations, most notably: establishing a unified digital broadcasting platform for collegiate sports, developing a national framework for sponsorship and commercial licensing, launching endowment funds and collegiate sports donations, activating sports media in universities, and creating special admission tracks and athletic scholarships to attract talented student-athletes.