I agree with the others sentiments: academics over athletics, but that 'might not' be the best question. How strong academically is the first school compared to the second? Does the first school have other strong programs that are compatable/similar? How strong is the student's commitment to the degree program? Students change programs very frequently. Often they change to similar programs, but in other cases they move in a completely different direction. If your student has a 4.35 HS GPA and has always wanted to be a Physician that's one thing, but if he is a good solid student that over the years has given thought to multiple career paths maybe a specific degree program isn't the end all be all.
Not that you don't know this, but there is more to chosing a school than athletics or degree program (academic quality, the make up of the faculty, staff, & students, fit/feel, support services, facilities, location, size, etc.). If the schools are otherwise a toss up then, like someone said, it is a no brainer.