"As athletic programs seek more commercial funding, they must balance that objective with the principle of protecting athletes from commercial exploitation. This tightrope act has become more difficult."
Ticket sales and donations aside, TV revenue and marketing dollars are the largest paths to sizable revenue.
A major trend among big-time institutions is the outsourcing of marketing, promotions, and sales to professional agencies.
Said an NCAA vice president: “To be clear, student-athletes are amateurs. Intercollegiate athletics is not.”
