{"id":47415,"date":"2019-04-07T15:20:49","date_gmt":"2019-04-07T22:20:49","guid":{"rendered":"http:\/\/world.edu\/?p=47415"},"modified":"2019-04-07T15:20:49","modified_gmt":"2019-04-07T22:20:49","slug":"in-the-name-of-amateurism-college-athletes-make-money-for-everyone-except-themselves","status":"publish","type":"post","link":"https:\/\/world.edu\/in-the-name-of-amateurism-college-athletes-make-money-for-everyone-except-themselves\/","title":{"rendered":"In the name of \u2018amateurism,\u2019 college athletes make money for everyone except themselves"},"content":{"rendered":"

\"\"
\nAs millions of people tune in to watch the Final Four, much of their focus will be on the numbers on the scoreboard. But a March 2019 report from U.S. Sen. Chris Murphy, a Democrat from Connecticut, calls attention to numbers of a different sort.<\/p>\n

The report \u2013 titled \u201cMadness, Inc.<\/a>\u201d \u2013 details just how much money other people make off Division I athletes versus how much money is being spent on their college education.<\/p>\n

Here are three points from the report that struck me as a\u00a0researcher<\/a>\u00a0who studies the structure and culture of\u00a0academic life for student-athletes<\/a>\u00a0at Division I schools.<\/p>\n

College athletes matter to billion-dollar companies<\/strong><\/h4>\n

When one of the Nike shoes being worn by Duke\u2019s Zion Williamson blew out just seconds into the\u00a0highly anticipated<\/a>\u00a0game between Duke and the University of North Carolina this spring, it showed the increasingly important role that top men\u2019s basketball players play in generating revenue for corporations \u2013 not just the schools for which they play.<\/p>\n

As noted in the \u201cMadness, Inc.\u201d report, more than 4 million people were watching when Williamson\u2019s shoe failed. After depriving that huge audience of their star, it\u2019s not hard to see why\u00a0Nike\u2019s stock dropped<\/a>.<\/p>\n

Though they are considered student-athletes, the young men who play Division I football basketball are often much more. Quite a few of them are celebrities.<\/p>\n

Yet, the NCAA wants to maintain the \u201camateurism\u201d of college sports. Even though many of these players are nationally recognizable and influential figures, they are prohibited from profiting from their social status. Meanwhile, the people who surround these players, including\u00a0coaches<\/a>\u00a0and\u00a0athletic directors<\/a>, make major money off of these players\u2019 performance.<\/p>\n

As noted in the report, college sports programs took in\u00a0US$14 billion<\/a>\u00a0in 2018 through ticket sales, television contracts, apparel deals and merchandise sales. Tickets for the game in which Zion\u2019s Nike shoe blew out, sold for\u00a0$4,000 each<\/a>, with revenue going back to participating schools. There were also purchases of\u00a0merchandise<\/a>\u00a0by fans online, on campus and at the game. The game aired on ESPN and drew the\u00a0highest rating<\/a>\u00a0of any regular season basketball game ever. The ACC conference championship rematch was the\u00a0most watched<\/a>\u00a0conference championship of all time. For ESPN, this level of interest is more than worth the $1 billion they\u00a0recently paid<\/a>\u00a0ACC schools for exclusive rights to broadcast ACC sports over the next 12 years.<\/p>\n

Colleges value coaches\u2019 labor more than their players<\/strong><\/h4>\n

Revenue generated from NCAA sports is concentrated among a small number of schools.<\/p>\n

Just 65 schools out of 2,078 in the NCAA \u2013 less than 3% \u2013 were responsible for $7.6 billion in revenue in 2018. That\u2019s more than half of all college sports revenue.<\/p>\n

How this money is split reveals who is prioritized in the current college sports structure. These priorities become clear when you compare coaches\u2019 salaries to the average athletic scholarship.<\/p>\n

According to the \u201cMadness, Inc.\u201d report, $986 million is spent annually on student-athlete scholarships at these schools to support 45,000 student athletes. That ends up being just under $22,000 per student. By comparison, approximately $1.2 billion is spent annually on coaches\u2019 salaries to pay just 4,400 coaches. That averages out to about $273,000 per coach per year.<\/p>\n

Make no mistake, the players work hard. The work they do involves much more than what fans see. In addition to regular season practice, team meetings and film sessions, there are media training and appearances, playoff practice and a lot of travel. As I have found in prior research, these activities severely\u00a0limit the time<\/a>\u00a0these students have for academics. Despite the\u00a0extra work<\/a>\u00a0they do, the financial aid given to student-athletes on revenue-generating teams is\u00a0remarkably similar<\/a>\u00a0to what is given other student-athletes who don\u2019t have all these additional responsibilities.<\/p>\n

The NCAA is a corporate entity<\/strong><\/h4>\n

Although the National Collegiate Athletic Association began as an organization focused on sports and education, those two things are no longer balanced in NCAA sports. Broadcast rights and marketing deals have all but eliminated the spirit of amateurism used to justify the maintenance of scholarship aid as appropriate compensation for revenue-generating student-athletes.<\/p>\n

Sports apparel companies engage in\u00a0bidding wars<\/a>\u00a0for logo placement on jerseys.<\/p>\n

The evolution of the NCAA from a nonprofit to a billion-dollar corporation is especially clear to the players. When the NCAA\u00a0tweeted<\/a>\u00a0a feel-good commercial detailing a day in the life of a student-athlete, current and former football and basketball players challenged the portrayal of their experiences as generally positive. Some even detailed what the NCAA got wrong about their\u00a0busy schedules<\/a>.<\/p>\n

The players told a different story about their lives as athletes. One, Cameron Johnson of the North Carolina Tar Heels, told a newspaper that the life of a college athlete \u201cain\u2019t a breezy existence<\/a>.\u201d<\/p>\n

Author Bio: <\/strong>Jasmine Harris is an Assistant Professor of Sociology at Ursinus College<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

As millions of people tune in to watch the Final Four, much of their focus will be on the numbers on the scoreboard. But a March 2019 report from U.S. Sen. Chris Murphy, a Democrat from Connecticut, calls attention to numbers of a different sort. The report \u2013 titled \u201cMadness, Inc.\u201d \u2013 details just how […]\n… learn more→<\/a><\/p>","protected":false},"author":33,"featured_media":47416,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[33311],"tags":[295199],"coauthors":[11733],"class_list":["post-47415","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sports","tag-college-athletes"],"acf":[],"yoast_head":"\nIn the name of \u2018amateurism,\u2019 college athletes make money for everyone except themselves - World leading higher education information and services<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/world.edu\/in-the-name-of-amateurism-college-athletes-make-money-for-everyone-except-themselves\/\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:locale\" content=\"en_US\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:type\" content=\"article\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:title\" content=\"In the name of \u2018amateurism,\u2019 college athletes make money for everyone except themselves - World leading higher education information and services\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:description\" content=\"As millions of people tune in to watch the Final Four, much of their focus will be on the numbers on the scoreboard. 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