The purpose of this research is to determine what information exists on athletic department website homepages. A content analysis was conducted to gather data on athletic department websites of the 65 colleges and universities competing the National Collegiate Athletic Association Division I-Football Bowl Subdivision classification. Results indicate that athletic department website homepages include athletic results, listing of sports, a photo carousel, external advertisements, schedules, multimedia platforms, promotion of contests, and merchandise. These and other results suggest that schools are sending mixed messages with their online presence as they have yet to find a purpose for their athletic websites, whether that is to sell merchandise and tickets, to disseminate information, or to solicit donations. Schools may see greater benefits from choosing their niche online and streamlining the way information is presented to stakeholders. Athletic departments should design their websites based upon stakeholder interest and have a clear focus on the purpose of the website.