KALAMAZOO, Mich. – Western Michigan University Athletics generates approximately $107 million in annual value to the University, Kalamazoo County, and WMU's institutional brand, according to a comprehensive study conducted by Huron Consulting, a national firm specializing in higher education and athletics strategy.

Conducted from February to May 2025, the study measured the wide-ranging impact of Broncos Athletics across economic growth, media exposure, student enrollment, and community engagement. Among the findings: WMU Athletics is projected to contribute an estimated $330 million in economic impact to Kalamazoo County between 2025 and 2030, while annually welcoming more than 225,000 visitors to campus.

"This report affirms that WMU Athletics is a powerful engine for our University and community," said Vice President and Director of Athletics Dan Bartholomae. "The data is both clear and compelling.  We are a significant economic driver to the institution and Southwest Michigan.  Our student-athletes lead the way as citizens in our community and as students in our classrooms.  And we win at the highest levels of Division 1.  The Broncos Reign strategic plan has provided a clear vision and path, and investment from our support systems – both inside and outside the university – is our backbone and can accelerate our momentum.  In the meantime, we remain deeply committed to comprehensive excellence and the holistic development of our student-athletes—helping them succeed academically, athletically, and personally."

Key findings from the Huron study include:

• Unparalleled national visibility, with $40.5 million in annual earned media and broadcast exposure value fueled by national TV appearances, a hockey national championship run, and growing social media reach.
• Profound economic impact on Southwest Michigan, with $55 million in annual economic activity supporting local businesses—including $29 million in direct spending, $11 million in business-to-business transactions, and $13 million in local household spending.
• Strong enrollment impact, with 15.5% growth in student-athlete enrollment since FY21 and over $11 million in new tuition dollars and out-of-pocket expenses reinvested into WMU.
• Deep community engagement, including over 6,600 hours of annual community service and 100% of Bronco student-athletes participating in volunteer efforts.
• Athletics as a visitation driver in the community and on campus, with football Saturdays as the #1 date for visitors residing outside of Kalamazoo county and almost 15K more foot traffic within the academic campus on football gamedays as compared to an average campus date.
• Student-Athletes set the academic bar on campus, with WMU's Graduation Success Rate of 89% and a record 179 student-athletes with a 4.0 GPA in 2024-25.

A blueprint for sustained success: Broncos Reign
Launched in January 2023, WMU Athletics' five-year strategic plan—Broncos Reign—has guided transformational progress, built on the vision of comprehensive excellence and holistic student-athlete development. Centered around six strategic goals, Broncos Reign continues to shape the future of Bronco Athletics:

• Strategic Goal #1: The Bronco Experience – Leading the country in Student-Athlete Holistic Development
  Since 2022, accomplishments include the introduction of Broncos Empowered, the MAC's first stand-alone comprehensive life-skills program supporting leadership, career preparation, mental health, and life skills; Record breaking accomplishments in GPA, graduation and retention; and National recognition for student-athlete community service, including leading the MAC three straight years in service impact and finishing 5th in the country in 2024-25.
• Strategic Goal #2: The Winner's Circle – Winning Championships and Striving for National Recognition at the Highest Level
  Since 2022, nine different programs have combined to capture 28 conference titles and make 28 postseason appearances.  WMU has broken records for both conference championships and NCAA post-season placements in a single year, leading the MAC in the Learfield Directors' Cup for the first time in school history.  The historic 2025 NCAA Men's Ice Hockey National Championship further elevated Bronco Athletics, generating unprecedented momentum and visibility for the university.
• Strategic Goal #3: Raising the Stakes – Aggressive Revenue Generation
  Achieved a 62% increase in external athletics revenues and a 256% increase in annual philanthropic support.
• Strategic Goal #4: Broncos United – Driving Conference Standards in Creating a Welcoming and Inclusive Environment.
  Collected two 1-MAC Awards, as well as campus recognition in Inclusive Excellence.
• Strategic Goal #5: The Stables – Facilities
  In addition to the ongoing construction of the country's finest Hockey and Basketball Performance and Competition Facility at the Kalamazoo Events Center, other upgrades include:

• Women's Basketball unveiled a fully renovated locker room space in 2023, made possible through lead donor support, providing modern amenities and a championship-level environment.
• Locker room enhancements were completed for Gymnastics, Women's Track & Field, and Men's Tennis, creating more functional and modernized spaces for student-athletes.
• WMU Volleyball debuted a new state-of-the-art Taraflex floor, enhancing performance and safety.
• Gymnastics also benefited from updates to its practice facility, including new equipment and an improved training environment.
• The Bergeron Golf Performance Center, opened in 2024, serves as the new home for WMU Women's Golf, featuring cutting-edge technology and year-round training capabilities.
• Waldo Stadium and the Seelye Indoor Facility both received new turf installations and updated Bronco branding, elevating two of WMU's primary training and competition venues.

• Strategic Goal #6: The Power of the Herd – Community Engagement & Brand Identity
  More than 50 million people connected with the Broncos in 2024-25 via television, internet and/or social media.  Western Michigan Athletics has significantly expanded its digital and community footprint, with WMUBroncos.com projected to reach 5.5 million annual visits—a figure up to more than five times greater than the University's primary website, wmich.edu. Department and team social media platforms continue to engage and connect with millions of fans nationwide, further elevating the Bronco brand. WMU Athletics' online platforms generated 39.9 million annual views with media exposure currently valued at $40.5 million, underscoring the growing reach and relevance of Bronco Athletics in the national landscape. In addition, WMU Athletics partnered with Rally House as the official online retailer of Bronco merchandise in Fall 2024. In its first 10 months, the collaboration generated nearly $400,000 in sales, reflecting strong fan engagement and demand for the Bronco brand.

"These milestones manifest the vision outlined in Broncos Reign: holistically preparing our student-athletes to thrive after college, making high quality connections with the community through service, visibility and branding, and winning championships at the highest level," Bartholomae added. "Your WMU Broncos have emerged as a destination program in the group of five – and one that has an unparalleled national, regional and local impact.  We are a program worthy of investment, and profoundly impactful on our communities."

The release of the Huron Consulting report comes as WMU Athletics enters an exciting new era—including the future opening of a new basketball and hockey arena and new revenue-sharing models to elevate the student-athlete experience.

Testimonials
Dr. Kevin White, AD Emeritus at Duke University & Senior Adviser at Huron
 "Having spent time on campus and meeting with University and community leaders for the last 8 months, the impact of Broncos Athletics is abundantly clear.  Through my nearly 50 years in college athletics, I have been fortunate to see time and time again the power of successful Division I athletics in raising institutional awareness, growing enrollment, and engaging fans.  Dan's energy and belief in what's possible for Western Michigan University is infectious and I am excited to sit back and watch Broncos Athletics continue to advance its mission and vision for years to come."

Dr. Gary Bischof, Professor of Counselor Education and Counseling Psychology, Faculty Athletic Representative 
"Our Bronco student-athletes continue to demonstrate remarkable success in the classroom while competing at the highest levels athletically. Their commitment to academic achievement not only strengthens the mission of Western Michigan University but also reflects the discipline, drive, and resilience they bring to every aspect of their lives. Time and again, they prove that Broncos can excel both on the field of play and in the pursuit of knowledge."

Jane Gosh, President and Chief Executive Officer, Discover Kalamazoo
"WMU is incredibly important to the well-being and vibrancy of our community, especially WMU Athletics. We can see in our geolocation data that Saturday Bronco home football games are some of the biggest events of the year for bringing in out-of-towners.  WMU sports fans enjoy our locally owned and operated restaurants, shop at our unique local shops, and visit our attractions, helping sustain those amenities for residents to enjoy."
 
Jonas Peterson, Chief Executive Officer, Southwest Michigan First
"WMU Athletics is a tremendous asset to Kalamazoo and all of Southwest Michigan. The rise of our athletic programs creates an incredible sense of community pride while driving real economic value across the region. Few things market Southwest Michigan more powerfully than the success of our teams, and with the new event center coming online and powerhouse programs moving in, I could not be more excited about the future ahead."

Tim Rayman, Chief Executive Officer, Greenleaf Hospitality Group
"WMU Athletics plays an undeniable role in shaping the energy and economy of downtown Kalamazoo. From football fans filling downtown restaurants and gathering spots on game day to recruits experiencing the heart of the city through our partnerships with the University, Bronco pride is woven into our downtown identity. As we look ahead to welcoming National Champions to the Kalamazoo Event Center and future WMU graduates to GHG, we're proud to continue strengthening the ties between campus and community."

Dave Stafford, President & Chief Executive Office and Owner, Stafford-Smith Inc., and Member of 1988 MAC Championship Team
"Western Michigan Athletics has been a cornerstone in shaping my life, my family, and my business. The lessons I learned as a Bronco—teamwork, discipline, resilience—have guided in leading Stafford-Smith and throughout my life. But the impact of Bronco Athletics extends far beyond individual stories. It fuels pride across Kalamazoo, brings people together on game days, drives local economic growth, and inspires the next generation. Supporting WMU Athletics isn't just about honoring tradition—it's about strengthening the bonds between the University, its alumni, and the entire region, ensuring that the benefits reach far beyond the field for years to come."

Von Washington, Jr., Chief Executive Officer, The Kalamazoo Promise
"Western Michigan University Athletics strives to foster a sense of pride and unity within the Kalamazoo community. Through various outreach programs, student-athletes engage with local residents, inspiring young individuals to pursue their goals both on and off the field. Additionally, by partnering with local organizations and businesses, WMU Athletics contributes to the economic growth and vitality of the Kalamazoo area. This commitment to excellence extends beyond sports, emphasizing the values of teamwork, education, and leadership that resonate throughout the community."

Aaron Zeigler, President of Zeigler Auto Group
"Western Michigan University Athletics has taken community partnership seriously and have emerged as a valuable and exciting asset to Kalamazoo and all of Southwest Michigan.  From my first meeting with AD Dan Bartholomae, it was clear there would be a plan centered on excellence and measured by student-athlete success, community impact and winning championships at the highest level.  This plan, coupled with the ongoing development of the country's finest performance and events center, establishes WMU Athletics as a large part of what is certainly a very bright future for the region.