The Financial Evolution of College Sports

This chapter examines the transformation of college sports amid the introduction of Name, Image, and Likeness (NIL) rights, focusing on how it has shifted the landscape for student-athletes. It explores the financial complexities, gender disparities, and transparency issues within athletic programs, as well as the influence of boosters and corporate brands on athlete compensation. The discussion highlights the ongoing challenges for the NCAA and institutions as they navigate the realities of the new economy in collegiate athletics.