University Sports As A Tool For Diversifying The Funding Sources Of Saudi Universities: A Qualitative Study From An Economic Perspective

Journal Article

2025

Published in: https://theaspd.com/index.php/ijes/article/view/11460

This study explores how graduate students in Saudi Arabia perceive the role of university sports in supporting the financial sustainability of higher education. It examines whether university sports could become a productive sector that helps diversify universities’ income sources. Using a qualitative approach, the study involved 41 male and female postgraduate students from one Saudi university. The results showed that the current state of university sports does not match the progress seen in higher education. Sports competitions often suffer from weak audience attendance, poor management, and limited marketing, which turn them into a financial burden rather than a source of income. Participants also pointed out several challenges in promoting university sports, such as the lack of sponsorships, minimal investment, and the absence of television coverage. Despite these challenges, students believe that university sports have strong potential to become a key part of university funding if managed with modern economic and institutional strategies. They suggested several initiatives, including improving sports marketing and media coverage, attracting corporate sponsorships, and creating partnerships between universities and both public and private sectors. Such measures could strengthen the link between education and the economy, turning university sports into a sustainable and profitable activity that aligns with Saudi Vision 2030.