Factors influencing the recruitment of students for university sport: The case of University of Johannesburg, South Africa

Abstract

In the professional era of sport and increased competition between universities, recruitment of students and athletes have become a crucial strategic venture for higher education institutions using sport as a marketing tool, branding instrument and for status advancement. Students’ and athletes’ choice of an institution is significantly influenced by various factors of which the social, academic and sport-related factors are often in competition. Students have to negotiate between various influences and demands, with sport-related demands particularly dictating decision-making in the beginning years of university life. The formation of subcultures in high profiled male sports which are clustered through housing arrangements and career choices in sports, limits students’ career prospects outside the field of elite sport participation. The study identified the main factors influencing the choice of UJ as an institution for academic studies and sporting home of 149 competitive athletes in ten different sports, namely cricket, hockey, netball, rugby, soccer, volleyball, tennis, waterpolo, golf and cycling. It appears that peers studying at UJ (n=41) or friends as non-UJ students (n=37), as well as family members (n=34) are the most influential social agents and influencers. Main academic attractors include a perception that UJ is the “best” (n=80) in a particular academic field (n=80) and that the student activities are very attractive (n=52). The main sport-related attractors relate to the high level of sport at UJ (n=103), the quality of facilities (n=101) and a specific coach (n=85) – the latter is most prevalent for cricket, volleyball, netball and rugby.