University Sport Schedules Prioritize Student Athletes Over Ticket Sales

By Trevor Dinham

The University of Windsor Lancers football team faced a crushing defeat in the quarterfinals, but the true sting came not just from the loss but from the dismal turnout of fans.

While the Lancers had consistently drawn impressive crowds throughout the regular season, that game was a glaring exception. It was another example of Ontario University Athletics (OUA) scheduling a game time that prioritized the convenience of the visiting team’s athletes over a far more marketable time for the home crowd.

“Playing at 3:00 pm was not ideal for us,” noted Home Events Coordinator Elisa Mitton. “We were competing against ourselves, hosting volleyball games and a hockey game simultaneously. Plus, the University had an open house for prospective students in our building.”

The OUA regulations suggest playoff games kick-off at 1:00 pm. The Lancers requested an exception to that suggestion, given competing on-campus priorities. The Queen’s Gaels [the visiting team] protested.  Any delay  in game time, they argued, would only make them return to Kingston later. The league compromised, meaning the Gaels’ bus would get off the 401 at 2 a.m. rather than 5 a.m. on Sunday. Which really makes no difference, as they would be sleeping on the bus either way!

The real difference was tickets sold. The Lancers averaged more than 4,000 fans for their four regular season home games and a little more than 3,000 for a pivotal playoff match-up. This represents a missed opportunity to engage community supporters in a way that is not routine in Rose City.

“Ten years ago, all we talked about at OUA meetings was how to market our product better, improving fan experience and generating more revenue” says Lancer Associate Athletic Director Eric Vandenbrouke. “Now the league makes decisions based on student wellness and cost containment. We have swung totally the other way.  I think there must be some middle ground.”

Considering the wellbeing of student-athletes is important, but there must be some consideration for the integrity of play at this level of competition. Coming out of the COVID-19 lockdown, the OUA fought to be considered elite level amateur sport, on par with the Ontario Hockey League and prospective Olympic athletes. This classification would have allowed the OUA to resume competition sooner. However, scheduling decisions such as this only support the provincial government’s argument that university sport is merely an activity attached to scholastic pursuit.

Competition for attention is a challenge at the best of times for amateur sports organizations.  While college sports in the United States can attract wealthy television contracts, the Canadian television industry is not the same.

“The landscape on television has changed dramatically over the last 10-20 years,” explains Gord Grace, President and CEO of the OUA. “There are lots of professional sports, NHL, NBA, MLS, CFL, the PWHL, Northern Super League and more. Sport in Canada is controlled by media companies Bell and Rogers, and right now we must cover our own production costs.  That’s why we have turned to streaming as a cost-effective option that still gives us great reach.”

To boost revenues, OUA schools need to fill the stands, as more fans not only increase gate receipts but also attract valuable sponsorships and create more opportunities to engage with donors. A packed stadium enhances the fan experience, fostering loyalty and driving repeat attendance. As this cycle continues, both the fan base and financial returns grow, creating a sustainable foundation for future success.

Canadian leagues could take a page from American counterparts, adapting game schedules to align with consumer preferences. Unlike the rigid, predictable timetables often seen here, U.S. conferences are flexible—willing to schedule games at unconventional times—whenever it maximizes exposure and attracts larger audiences. Flexibility is important and we need to embrace that north of the border.

Canadian sports fans undervalue university sport. More must experience the product to appreciate the quality. The players are elite and deserve a stage that allows them to shine. I encourage Canadian conferences to acknowledge scheduling must evolve if they are to thrive. The same tired tactics will produce the same diminishing returns and eventually there many be no fans watch at all…well, aside from moms and dads.