South Florida Athletics Previews Results of First-Ever Return on Investment and Impact Report

TAMPA, Fla. (September 10, 2026) – Over the past 12 months, South Florida athletics has experienced significant change – and success – at a time in college athletics where innovation and adaptability has never been more important. The Bulls’ victories on the field have been coupled with private and institutional investment that sets it apart from its peers. And over the last several months, the department has developed a first-of-its kind comprehensive look at the ways in which South Florida Athletics is not only returning, but also growing the investment they receive as significant drivers of economic development and awareness for both the campus and the local community.

As a major destination for student-athletes, fans, alumni and friends of the university, the impact of a strong athletics department extends well beyond gameday. The innovation in South Florida’s holistic approach has resulted in increased revenue, visibility, media value and corporate confidence. 

At the heart of South Florida’s study is the overall ROI – return on investment – related to the institution’s commitment and vision to have athletics be a primary leader in creating awareness for the school and for enhancing the campus experience. The ongoing study highlights how South Florida programs and events contribute to the strength and vitality of the Tampa economy.

“We are laser focused on always being the absolute best stewards of the investment that all stakeholders continue to make in our programs. In a time where some universities are having challenges quantifying how important their athletic programs are, we want to be really diligent in proactively measuring, calculating and growing our direct return on investment so every stakeholder knows how serious we are about maximizing our value,” said CEO of Athletics Rob Higgins. “We firmly believe that South Florida Athletics can and will be a significant economic and marketing catalyst for not only the entire campus, but also for the local community. And as always, at the heart of it all, will be creating a world-class experience for our fans, athletes, coaches and programs that is second to none.” 

“The strategic investments we’re making in athletics deliver a significant return for the University of South Florida,” USF President Moez Limayem said. “We are elevating the experience for our students and alumni, as well as our faculty and staff, creating a deeper connection between the community and the university and raising our brand profile — while also positively impacting the regional economy.    

In this new era of college sports, we will continue to be innovative so that our student-athletes can be successful in the classroom and in competition.  We will become a national leader that wins championships at the highest levels.”

The report found that for every dollar invested by the overall university into South Florida athletics, the department returned $2.52 in value back to campus. It also highlighted several key accomplishments and trends, including:

• Academically, over 82 percent of student-athletes earned a 3.0 or better grade-point average in the spring 2026 semester and 116 graduated during the 2025-26 academic year.
• The Bulls won a total of six American Conference championships in 2025-26 – tied for the most in their tenure in the league.
• Significant organizational transformations occurred that resulted in the hiring of five new head coaches as well as athletic administration leadership with over 400+ years of experience in either professional sports, corporate and/or Power Four experience being added.
• Approximately 19,000 students attended a sporting event in 2025-26, which is nearly 40 percent of the total student body. 
• In collaboration with the USF Foundation and the Bulls Club, total financial commitments from donors rose by $5 million in FY26 vs. FY25 – from $9.2 million to $14.3 million – while also setting records for Iron Bulls members, major gifts and total donors.
• Just over 21 million people watched South Florida athletics on television last year. The Bulls were the most-watched team in the Tampa area (an average of 1.5-1.7 million viewers per game) and its average viewership ranked higher than 13 Power Four schools.
• South Florida continued to increase its visibility on social media; the athletics department has nine of the top 10 most-followed university accounts on Instagram and eight of the top 10 on X. It has seen significant jumps in engagement, impressions and social media value over the last three years, topping out last year with nearly eight million engagements and 311,600,000 impressions. 
• Spurred mostly by nearly 300 home athletic events, over 400,000 people experienced the University of South Florida brand through athletics’ events and venues.

South Florida Athletics also significantly reinvests into the campus community. Consider, for example, the walk-on athletes, student managers and graduate assistants that pay tuition, parking, etc. Or the spending that the department does right back into campus with the school itself and on-campus partners. Some highlights of those numbers include:

• Just over $19 million in tuition was paid by non-scholarship student-athletes, support groups and staff. 
• Staff and student-athletes paid over $150,000 last year in parking permits.
• Event rentals of athletics facilities generated $6,300,000.
• Athletics spent over $7 million combined with campus supporting partners. 

In totality, South Florida athletics returned $96 million in value to the overall university. South Florida athletics also had a profound impact on local tourism. It helped generate $49 million in direct visitor spending, nearly $10 million in hotel revenue and $3.4 million in sales tax generated from visitors. Moving forward, these numbers will be tracked annually as a benchmark as the department’s impact and investment on both the campus and the local community.