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.