College sports was never amateur—it was a billion-dollar system built on unpaid labor. Now that athletes are finally getting paid, the institutions that profited most are fighting to regain control.
The End of the One-Way Money Highway: College Sports’ Billion-Dollar Reckoning
The economics of college sports are shifting in real time. As NIL opens new revenue streams for athletes, the long-standing imbalance between labor and profit is being challenged—forcing institutions to confront a system they once controlled entirely.