Collegiate athletics has exploded into a multimillion-dollar enterprise that has brought with it a host of issues, including the exploitation of student athletes, concerns about student athletes' academic success and low graduation rates, cheating by student athletes and staff, and misbehavior and crimes committed by student athletes, coaches, and athletics staff. Each of these issues contributes to a low perception of student athletes and athletics in general by members of the university community, including student peers, faculty, and staff. Student affairs practitioners often feel separate from the world of athletics, and in many cases, they actually are separate from athletics. But the issues that student athletes confront are relevant because of the intense spotlight in which they now operate, and they are a subpopulation that urgently needs attention. In this article, the author provides a number of good reasons to encourage a focus on the student athlete population. He suggests that the first steps toward bridging the chasm between athletics and student affairs involve examining one's perceptions of student athletes and athletics, educating oneself about the student athlete experience, and finding ways to collaborate in meaningful ways with athletics staff and other educators who are interested in supporting the learning and development of student athletes. (Contains 7 notes.)