Consider searching for these subject terms: sports spectators—psychology, fans (persons)—psychology, attendance, sports marketing, spectators and fans, sports for women, attitudes toward sports
Research other universities' NCAA reports and press releases by using Google or other search engine. Search a university name with "NCAA financial reports". Also search for universities' sport-related press releases to see how other universities are writing about/marketing their athletic programs.
AND link words by AND to search for all words in the same resource
OR link words by OR to search for one word or another (instead of both/all words)
NOT to eliminate results with a certain term
“Quotations” – add quotations to a group of two or more words to search for the exact phrase