University sports have increasingly gained strategic relevance in higher education institutions worldwide due to their ability to foster belonging, engagement, and institutional strengthening. At PUC-Rio, although student-led initiatives such as athletic associations and integration projects are well established, the university still lacks a formalized institutional sports policy. In this context, this study examines the emerging model of sports management at the university, based on the case of the Academic and Sports Integration League (LIAE). The research investigates how sports can be incorporated as a managerial tool, contributing to student recruitment and retention, the construction of institutional identity, and the reinforcement of relationships with alumni. A qualitative approach grounded in action research, secondary data, and the author’s practical experience in student leadership roles was adopted. Findings indicate that structured sports initiatives generate positive impacts on university culture, increase student engagement, and align with broader strategic objectives of the institution. The study highlights the importance of institutionalizing sports as a driver of human, community, and organizational development within PUC-Rio.