University sports contribute to the physical and mental well-being of the university community through activities in three lines: competition, training and recreation. Likewise, it constitutes one of the most important areas of university welfare, since with the implementation of Law 68 of 1935 the first manifestations of well being were sports activities. Thanks to the legislation, higher education institutions must give 2% of their budget available for the university's welfare area. However, there are several problems related to diversity in the conception of welfare in institutions, which implies that it is not a subject taken into account with the necessary importance and a theme conceived as a static area that addresses medical needs, without participation in the processes of planning and inefficiency in the use of the assigned resources. Therefore, the implementation of a strategic planning process, a tool that contributes to self nowledge and monitoring the objectives of an organization, improves the ability to react to changes in the environment, is an opportunity to position and strengthen well being and the scope of university sports in higher education institutions. The present study describes the case of the Sports area of the Universidad del Rosario, through the case study methodology and proposes the guidelines for the development of a strategic plan that aligns with the objectives of the 2025 university plan. This study assumes that the strategic planning process applied to the area of university’s sports helps to acknowledge the opportunities of the setting, the position of sports and physical activity as fundamental issues in higher education institutions, and if it is possible to align the objectives of the area of sports with those of the university. Finally, it is necessary that future studies review compliance with the challenges of alignment with government policies in sport and physical activity, as well as the report of the networks of institutions of higher education for the strategic positioning of sport and physical activity in the institutions.
