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This paper investigates the effect of winning, postseason play, and television appearances for football and basketball on first-year student enrollment demand over a 21-year period at a representative NCAA Division I institution. Empirical estimates confirm popular notions that winning on the football field, after traditional enrollment demand factors are controlled, does attract students. However, postseason play and television coverage have no significant effect. The results also suggest that sanctions imposed by the NCAA for rules violations reduce first-year student enrollment demand.