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A current challenge for higher education is the declining trend of men attending college. Because of this downward trend, universities are working hard to attract male students. Club sports are a potential strategy to help recruit and retain male students. The purpose of this study was to explore the perceptions of higher education administrators concerning the role club sports play in recruiting and retaining male students. Using a case study approach, administrators at four North Carolina schools were interviewed. In addition, campus tours and club sports facilities were observed, and document analysis was conducted on admissions, campus recreation, and club sports brochures, pamphlets and webpages. Results indicated that club sports are used at each institution to recruit and retain male students at varying levels. Although challenges exist, administrators acknowledged the possibility for success with a specific male market interested in club sport. [ABSTRACT FROM AUTHOR]