Institutional Bias or Neutral Ground? The Financial Impact of Race in College Football Coaching

This study investigates the relationship between the race of college football head coaches and the revenue streams of Division 1 Football Bowl Subdivision (FBS) programs, focusing on alumni donations, ticket sales, media rights, and other financial contributions. The central question examines whether the race of a coach influences revenue generation in an industry where alumni and institutional support are critical for success. Using a dataset spanning the 2017-2022 football seasons, regression analyses with fixed effects were conducted to evaluate revenue sources across 113 public universities, while controlling for performance metrics, conference affiliations, and postseason achievements. The results reveal that the racial identity of a head coach does not have a statistically significant impact on revenue outcomes, including total revenue, alumni donations, ticket sales, or media rights. Instead, revenue generation is predominantly driven by structural factors, such as conference affiliation and team success. For instance, membership in Power Five conferences like the Southeastern Conference (SEC) and Atlantic Coast Conference (ACC) consistently exhibits strong positive correlations with revenue across all categories. However, metrics such as postseason performance and national rankings show mixed significance in influencing revenue, depending on the category. These findings highlight the limited role of individual demographic characteristics in shaping financial outcomes, suggesting that institutional factors hold greater influence in college football's economic landscape. This research underscores the need for further exploration into the systemic underrepresentation of non-white coaches and its potential effects beyond measurable revenue, particularly in hiring and career progression. Future studies could also explore the implications of evolving policies, such as Name, Image, and Likeness (NIL), on revenue generation and racial equity in college sports.