By Joseph Aubert – Economics & Business Editor 

Bishop’s University has long been celebrated for its tight-knit community, academic excellence, and gorgeous campus, but in 2024-25, it was the Gaiters’ athletic prowess that stole the national spotlight – and potentially set the stage for a surge in enrollment and institutional visibility.

In a historic year, the Gaiters captured championships across multiple sports: RSEQ titles in men’s and women’s basketball, an AUS football championship, and, most notably, the university’s first-ever U Sports Canadian national title in women’s hockey. The women’s hockey team’s 3-0 shutout over Waterloo in the final capped a rapid ascent for a program that only joined the RSEQ in 2021.

This unprecedented success has sparked conversations about the “Flutie Effect” – a phenomenon where athletic victories lead to increased university applications and visibility – introduced by Stephen Cabana, Assistant Director of Economic Development Services for the City of Sherbrooke, in a LinkedIn post on Mar. 24. Named after Boston College quarterback Doug Flutie, who threw an iconic Hail Mary pass in the fall of 1984 that was followed by a 16 per cent spike in applications, the effect has since been observed at a wide range of institutions, such as the University of Florida, Boise State and Northwestern, to name a few.

While Canadian universities have historically underutilised athletics as a strategic tool, Bishop’s may be poised to buck that trend. Research shows that athletic success can significantly raise a school’s profile, especially among out-of-province and international students. It also enhances alumni engagement and donations, both critical to the long-term financial health of higher education institutions.

The implications for Bishop’s are substantial. With out-of-province enrollment pressures, a winning sports culture could serve as a differentiator in a competitive post-secondary landscape. Schools like Mizzou and Georgetown have seen double-digit increases in applications following athletic milestones. Even a modest bump in applications could translate into significant additional tuition revenue and greater selectivity in admissions.

Beyond numbers, the Gaiters’ success reinforces institutional values: resilience, excellence and community. As Stephen Cabana, noted in his recent LinkedIn post, “When a university wins on the ice, it wins on other fronts: recruitment, reputation and strategic alignment.”

To fully capitalize on this “Flutie” momentum, Bishop’s must integrate athletics into its broader branding and recruitment strategy. This means showcasing the Gaiters in marketing campaigns, leveraging media coverage and deepening alumni and donor engagement. Sustaining a winning culture requires ongoing investments in coaching, facilities and athlete support, but the return could be transformative.
As the Gaiters hoist banners, Bishop’s has a chance to raise its profile far beyond Lennoxville. The Flutie effect isn’t just an American phenomenon – it might just be Bishop’s next big play.