John Gerdy offers a critical analysis of how athletic programs can contribute to the mission of a college or university in meaningful ways beyond their roles in providing revenue and entertainment. He explores the history of athletic programs and then offers a philosophical rationale for setting a new standard against which the success of college athletic programs should be measured. Rather than focusing on the level of funds generated, or on the number of championships won, this new standard offers a basis for determining how successful a college athletic program is in helping the institution meet its many challenges and educational goals.