Addressing competing logics between the mission of a religious university and the demands of intercollegiate athletics

The purpose of this study was to examine the strategies within a faith-based university for managing competing institutional logics of its NCAA Division II affiliated athletic department. Utilizing a case study methodology, the authors collected data from athletic department members and university administrators and faculty. Within the context of this study, our data indicated that the religious academic culture of the university often conflicted with the athletic expectations of winning and marketing the university. Our findings indicated certain strategies that were effective for resolving the conflicting logics within the athletic department. Particularly, members of the athletic department drew from the strong religious culture of the university to guide their operations. The implications of this research within the field of sport management and broader organizations are discussed.