Harvard gained nation attention through sports centuries ago. Their model subsequently reached critical mass and switched to elitism.
In the late 1800's and early 1900's indi Ivy League results were published nation wide in papers such as the Daily Advertiser and Lafayette Gazette.
To your question, Neither.
The power of advertising is in name recognition.
When the time comes to make a purchase of any kind, the seller who has never been heard of is rarely in the equation.
The buyer rarely recalls how they became aware of the seller.
Athletics provides name recognition without pigeon holing the seller's academic opportunities.