South Florida Athletics returned $2.52 in value to the University of South Florida for every dollar invested by the overall university, according to the department’s first comprehensive return on investment and impact report previewed Sept. 10, 2026, in Tampa, Fla. The report measured the department’s financial, academic, competitive and community impact. It found that South Florida Athletics returned $96 million in value to the overall university.
South Florida Athletics also helped generate $49 million in direct visitor spending, nearly $10 million in hotel revenue and $3.4 million in sales tax generated from visitors. The report’s figures will be tracked annually as a benchmark for the department’s impact and investment on the University of South Florida campus and in the local community. CEO of Athletics Rob Higgins described the department’s approach to measuring its return on investment.
“We are laser focused on always being the absolute best stewards of the investment that all stakeholders continue to make in our programs. In a time where some universities are having challenges quantifying how important their athletic programs are, we want to be really diligent in proactively measuring, calculating and growing our direct return on investment so every stakeholder knows how serious we are about maximizing our value. We firmly believe that South Florida Athletics can and will be a significant economic and marketing catalyst for not only the entire campus, but also for the local community. And as always, at the heart of it all, will be creating a world-class experience for our fans, athletes, coaches and programs that is second to none,” Higgins said.
Academic and competitive results
More than 82 percent of student-athletes earned a 3.0 or better grade-point average during the spring 2026 semester. A total of 116 student-athletes graduated during the 2025-26 academic year. The Bulls won six American Conference championships in 2025-26, tying the most during their tenure in the league.
South Florida Athletics hired five new head coaches and added athletic administration leadership with more than 400 years of combined experience in professional sports, corporate and/or Power Four settings. Approximately 19,000 students attended a sporting event during 2025-26. That figure represented nearly 40 percent of the total student body.
More than 400,000 people experienced the University of South Florida brand through athletics events and venues. Nearly 300 home athletic events drove much of that exposure. The report included those measures among its broader review of South Florida Athletics’ impact.
Investment, visibility and campus impact
In collaboration with the USF Foundation and the Bulls Club, financial commitments from donors increased from $9.2 million in fiscal year 2025 to $14.3 million in fiscal year 2026. The increase was $5 million. The report also noted donor activity involving Iron Bulls members, major gifts and total donors.
More than 21 million people watched South Florida Athletics on television during the previous year. The Bulls were the most-watched team in the Tampa area, averaging 1.5 million to 1.7 million viewers per game. South Florida’s average viewership ranked higher than 13 Power Four schools.
South Florida Athletics had nearly eight million social media engagements and 311,600,000 impressions during the previous year. The department had nine of the 10 most-followed University of South Florida accounts on Instagram. It also had eight of the 10 most-followed university accounts on X.
More than $19 million in tuition was paid by non-scholarship student-athletes, support groups and staff. Staff and student-athletes paid more than $150,000 in parking permits during the previous year. Athletics facility event rentals generated $6.3 million, while South Florida Athletics spent more than $7 million with campus supporting partners.
University of South Florida President Moez Limayem said strategic investments in athletics deliver a significant return for the university. “The strategic investments we’re making in athletics deliver a significant return for the University of South Florida. We are elevating the experience for our students and alumni, as well as our faculty and staff, creating a deeper connection between the community and the university and raising our brand profile — while also positively impacting the regional economy. In this new era of college sports, we will continue to be innovative so that our student-athletes can be successful in the classroom and in competition. We will become a national leader that wins championships at the highest levels,” Limayem said.
Source: Original report