As long as more people can name the top athletes at a school they do not attend than can name the top mathematics or science students at that same school, that will remain true. Schools hold math and science competitions. You just never hear about them. About the only non-sporting competitions you ever hear about are the spelling competitions, and that's more the novelty aspect than anything else.
Let's face reality, alumni will pay big bucks for seats in a football stadium, zero for a math competition.