Why are scholarships awarded?

College sports teams have been a tradition at American universities for generations. These teams, by participating in sports competitions, are essentially an advertisement for their universities. A team that achieves success, whether on a regional or national level, is followed and reported on by the media, providing the school with positive publicity. A successful sports team can be effectively used by the university as a marketing tool to attract and recruit new students. This is why university coaches are provided with a budget which they can use to actively seek out and offer scholarships to talented athletes. The athletes are then able to use the scholarship to help finance their college degree, up to their Bachelor’s degree, while the university benefits from the positive effect that the athlete has on the university’s sports team.