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Professor Rodney Fort’s study titled, “An Economic Look at the Economic Sustainability of FBS Athletic Departments,” is a welcome complement to recent studies that have examined the economics of FBS college athletics. Professor Fort’s conclusion is straightforward—from a historical perspective, the economic sustainability of FBS athletic programs has not been dramatically impacted by past recessions. As Professor Fort acknowledges, however, his conclusion raises myriad questions. In commenting on the current recession, Professor Fort refers to certain events that have “wreaked the greatest havoc on the economy since the Great Depression.” (Fort, 2010, p. 4). As we await additional data on the impact of the current recession on FBS athletic programs, one of the more prominent of the questions that arises is whether the severity of the current recession will result in a departure from the historical trends identified in Professor Fort’s study. A number of other questions emerge as well. For example, Professor Fort concludes that his analysis suggests no appreciable impact of past recessions on attendance at FBS football games. Professor Fort identifies two important caveats in this regard. First, he astutely states that we will never be able to determine the extent to which past recessions stymied increases in attendance. Secondly, Professor Fort suggests that attendance is a product of multiple variables, such as pricing choices made by athletic departments, which may have lessened the impact of past recessions on attendance. (Fort, 2010). Others questions emerge from Professor Fort’s attendance data. Does the absence of an appreciable decline in FBS football attendance speak to the socioeconomic status and demographics of those who attend FBS football games? Is the absence of an appreciable decline during recessionary periods a manifestation of the commercialized nature of FBS football as a component of the larger entertainment industry? On the other hand, does the lack of an appreciable decline speak to something more basic: the importance of college sports, and in particular college football, as a social and cultural phenomenon in American society and the priority that consumers give to sporting events as it relates to how they spend their discretionary income? Questions also emerge

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