Washington State University Athletics
Photo by: Shelly Hanks/WSU Photo Services
Seattle Times Op-Ed: Winning the Day for Washington
May 07, 2026 | WSU Athletics
This op-ed was previously published in The Seattle Times
Washington State University plays a critical role in the state's economy. Innovations like the Cosmic Crisp apple have reshaped agricultural exports, while advances in biofuels are influencing the future of aviation. The university contributes roughly $4 billion annually to Washington's economy and generates a nearly 12:1 return of economic impact for every dollar of state funding. Protecting and enhancing that engine of growth is a shared priority. Yet, far from Seattle's attention, Washington State University's impact in science and research is often better known nationally than appreciated locally. Â
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One reason WSU's visibility has been challenged is that, for better or worse, college athletics remains the most powerful path to awareness and community support. The impact of a winning team is undeniable. We experienced this firsthand earlier this year with the Super Bowl champion Seahawks. Playoffs boosted the regional economy, national media elevated the city's reputation, and a sense of optimism raised our collective spirit. Winning is fun; it's also good for business and civic pride.
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In college athletics, it's called the Flutie Effect, a term coined in a Harvard Business School study that found undergraduate applications increase by 17.7% when a college's football program becomes highly competitive. While many factors influence enrollment, it's hard to ignore the visibility boost that comes from competing on the national stage. NCAA football champion Indiana University in Bloomington has seen steady enrollment increases over the past several years.
College athletic conference realignments risk further isolation for our treasured institution tucked in the far corner of the state. These changes have some questioning whether WSU can compete at the highest level. The more important question is: Can WSU afford not to compete at the highest level?  We have two top-tier public universities to showcase to the nation: UW and WSU. Letting one slip isn't acceptable for a state this young and economically powerful.
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Washington is one of the wealthiest and most economically productive states in the country. Â With the ninth-largest economy nationally and the third-highest GDP per capita, we are the only state of comparable population with just one Power 4 football program.
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WSU President Betsy Cantwell understands what's at stake. She has been clear that the university will do what it must to field a competitive athletics program: investing in student-athletes, upgrading the fan experience, and building leadership that understands the realities of NIL around athlete compensation and sponsorships. That vision has formal backing from the Washington State University Board of Regents, who recently approved a one-time $20 million budget investment to close the projected athletics funding gap for fiscal year 2027. Â
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Dr. Cantwell has challenged new athletic director Jon Haarlow with three priorities: unlock revenue, increase donor support, and make the investments needed to field championship teams. A clear call to WSU alumni, Washington's businesses, and civic leaders: maintaining competitiveness requires deliberate investment, and it's time we all step up.
The return on that investment goes beyond mere awareness. WSU's current enrollment sits at just over 16,000 undergraduate students. A modest 10% increase in in-state enrollment could generate nearly $19 million annually in tuition revenue and bolster our investment in research and academics. The connection between visibility, enrollment, and institutional strength is real.
The reasons to root for WSU are many. Protecting and supporting Cougar athletics is a good place to start. The rebuilt Pac-12 gives WSU a real path to national relevance and College Football Playoff contention. This opportunity only comes if we all step up and invest. It's time to win the day for Cougar Athletics and support the vital role it plays in advancing WSU's reputation and helping shape Washington's future.
Marty Dickinson, Spokane Teachers Credit Union and Washington State University Regent
H.S. Wright III, Seattle Hospitality Group and Washington State University Regent
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Washington State University plays a critical role in the state's economy. Innovations like the Cosmic Crisp apple have reshaped agricultural exports, while advances in biofuels are influencing the future of aviation. The university contributes roughly $4 billion annually to Washington's economy and generates a nearly 12:1 return of economic impact for every dollar of state funding. Protecting and enhancing that engine of growth is a shared priority. Yet, far from Seattle's attention, Washington State University's impact in science and research is often better known nationally than appreciated locally. Â
Â
One reason WSU's visibility has been challenged is that, for better or worse, college athletics remains the most powerful path to awareness and community support. The impact of a winning team is undeniable. We experienced this firsthand earlier this year with the Super Bowl champion Seahawks. Playoffs boosted the regional economy, national media elevated the city's reputation, and a sense of optimism raised our collective spirit. Winning is fun; it's also good for business and civic pride.
Â
In college athletics, it's called the Flutie Effect, a term coined in a Harvard Business School study that found undergraduate applications increase by 17.7% when a college's football program becomes highly competitive. While many factors influence enrollment, it's hard to ignore the visibility boost that comes from competing on the national stage. NCAA football champion Indiana University in Bloomington has seen steady enrollment increases over the past several years.
College athletic conference realignments risk further isolation for our treasured institution tucked in the far corner of the state. These changes have some questioning whether WSU can compete at the highest level. The more important question is: Can WSU afford not to compete at the highest level?  We have two top-tier public universities to showcase to the nation: UW and WSU. Letting one slip isn't acceptable for a state this young and economically powerful.
Â
Washington is one of the wealthiest and most economically productive states in the country. Â With the ninth-largest economy nationally and the third-highest GDP per capita, we are the only state of comparable population with just one Power 4 football program.
Â
WSU President Betsy Cantwell understands what's at stake. She has been clear that the university will do what it must to field a competitive athletics program: investing in student-athletes, upgrading the fan experience, and building leadership that understands the realities of NIL around athlete compensation and sponsorships. That vision has formal backing from the Washington State University Board of Regents, who recently approved a one-time $20 million budget investment to close the projected athletics funding gap for fiscal year 2027. Â
Â
Dr. Cantwell has challenged new athletic director Jon Haarlow with three priorities: unlock revenue, increase donor support, and make the investments needed to field championship teams. A clear call to WSU alumni, Washington's businesses, and civic leaders: maintaining competitiveness requires deliberate investment, and it's time we all step up.
The return on that investment goes beyond mere awareness. WSU's current enrollment sits at just over 16,000 undergraduate students. A modest 10% increase in in-state enrollment could generate nearly $19 million annually in tuition revenue and bolster our investment in research and academics. The connection between visibility, enrollment, and institutional strength is real.
The reasons to root for WSU are many. Protecting and supporting Cougar athletics is a good place to start. The rebuilt Pac-12 gives WSU a real path to national relevance and College Football Playoff contention. This opportunity only comes if we all step up and invest. It's time to win the day for Cougar Athletics and support the vital role it plays in advancing WSU's reputation and helping shape Washington's future.
Marty Dickinson, Spokane Teachers Credit Union and Washington State University Regent
H.S. Wright III, Seattle Hospitality Group and Washington State University Regent
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