OPINION: We found that private schools, such as Saint Peter’s, experience the largest gains, with an average increase in freshman enrollment of 4.4% two years after a Cinderella tournament run.
Few people outside Jersey City had heard of the No. 15 seed Saint Peter’s Peacocks before they upset No. 2 seed Kentucky in the first round of the NCAA Tournament.
Coach K’s forecast is a bit bullish. But we were able to show that earned media from a Cinderella run does boost enrollment, which has a tangible financial benefit.Notable examples include No. 10 seed Davidson, led by Stephen Curry, making the Elite Eight in 2008; No. 5 seed Butler’s run to the national championship game in 2010; and No. 15 seed Florida Gulf Coast dunking its way to the Sweet 16 in 2013.
We found that private schools, such as Saint Peter’s, experience the largest gains, with an average increase in freshman enrollment of 4.4% two years after a Cinderella tournament run. Furthermore, student quality — as measured by SAT scores — doesn’t decline with this added enrollment. Saint Peter’s, however, has a much smaller entering class than that of a typical private school — its student body includes only 2,000 undergraduates, which ranks it among the smallest of the U.S.’s 28 Jesuit colleges and universities. Kurt Rotthoff, one of the co-authors of our study, recently calculated that the team’s current run would amount to around $3.2 million over four years.
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