Big Ten, Big Impact: The University of Oregon's Move to the Big Ten Conference and Its Influence on Institutional Branding and Recruitment Efforts

Abstract

As higher education becomes more competitive, universities must adopt innovative strategies beyond academics to appeal to prospective students. Athletic programs reach broad audiences through media coverage, social media engagement, and national sporting events. This visibility plays a significant role in shaping an institution’s brand identity and in influencing students’ college decisions. This research uses a content analysis of university marketing materials during the transition and semi-structured interviews with professional staff and current students. Focusing on the University of Oregon’s transition to the Big Ten Conference, this study explores how the university leveraged the move to broaden perceptions, increase visibility, and reinforce institutional identity. As the landscape of higher education and collegiate athletics continues to evolve, the findings highlight how transitional periods can offer opportunities to enhance institutional branding.