By Ken Reed
The shoe and apparel arms race in big-time college sports has jumped to a new level.
UCLA signed a record $280 million deal with emerging shoe and apparel giant Under Armour today. That comes on the heels of Nike’s $252 million deal with Ohio State and $250 million deal with Texas. Less than a year ago, Michigan signed a then-record $169 million deal with Nike. Now, the Wolverines deal looks like a paltry sum.
Where does this leave the athletes at these universities?
TV and multi-media deals have skyrocketed in recent years at the Power Five conference level. Luxury suite, club seat, personal seat license (PSL) and ticket revenues are up significantly this past decade. And now, shoe and apparel sponsorship revenues are going through the roof.
Meanwhile, the athletes responsible for all these revenue streams remain strapped with NCAA-imposed amateur status. College athletes’ compensation is capped at an athletic scholarship — certainly nice but far from their true market value.
At some point, the economic injustice of the college sports model is going to need to be addressed. Everybody is getting rich in the big-time college sports game but the athletes themselves. On the big-time college sports plantation, athletes economic and civil rights are being deprived.
“I think college athletes have been conned out of their rights,” says civil rights historian and author Taylor Branch. “The NCAA’s amateur ideals are contrived. The current system needs to be abolished.”
— Ken Reed, Sports Policy Director, League of Fans
Sports Forum Podcast
Episode #32 – League of Fans’ Sports Forum podcast: Prolific Author Joe Posnanski Joins the Show – Posnanski is one of America’s best sportswriters and has twice been named the best sports columnist in America by the Associated Press Sports Editors. We chat about his new book, “Why We Love Baseball,” his new Substack newsletter called Joe Blogs, and we cover topics including how baseball treats its fans, MLB’s numerous rule changes this past season, how the sport can become more fan-friendly, the greatness of Negro Leagues champion Buck O’Neil, and much more.
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Episode #31 – League of Fans’ Sports Forum podcast: Foul Ball Safety Is Still an Important Issue at Ballparks – Our guests are Jordan Skopp, founder of FoulBallSafety.com and Greg Wilkowski, a Chicago based attorney. We discuss the historical problem of foul balls injuring fans and why some teams are still hesitant to put up protective netting in some minor league and college baseball parks.
Episode #30 – League of Fans’ Sports Forum podcast: The State of College Athletics with Dr. David Ridpath: Problems and Potential Solutions – Ridpath is a sports administration professor at Ohio University and a member of The Drake Group, a college sports reform think tank.
Episode #29 – League of Fans’ Sports Forum podcast: The Honorable Tom McMillen Visits League of Fans’ Sports Forum – McMillen is a former All-American basketball player, Olympian, Rhodes Scholar and U.S. Congressman. We discuss the state of college athletics today.
Episode #28 – League of Fans’ Sports Forum podcast: A Chat With Mano Watsa, a Leading Basketball and Life Educator – Watsa is President of PGC Basketball, the largest education basketball camp in the world. We discuss problems in youth sports today.
Episode #27 – League of Fans’ Sports Forum podcast: Kids’ Sports: How We Can Take Back the Game and Restore Quality Family Time In the Process – Linda Flanagan is author of “Take Back the Game: How Money and Mania Are Ruining Kids’ Sports and Why It Matters.” We discuss how commercialized and professionalized youth sports are hurting kids and their families.
Media"How We Can Save Sports" author Ken Reed appears on Fox & Friends to explain how there's "too much adult in youth sports."
Ken Reed appears on Mornings with Gail from KFKA Radio in Colorado to discuss bad parenting in youth athletics.
“Should College Athletes Be Paid?” Ken Reed on The Morning Show from Wisconsin Public Radio
Ken Reed appears on KGNU Community Radio in Colorado (at 02:30) to discuss equality in sports and Title IX.
Ken Reed appears on the Ralph Nader Radio Hour (at 38:35) to discuss his book The Sports Reformers: Working to Make the World of Sports a Better Place, and to talk about some current sports issues.
- Reed Appears on Ralph Nader Radio Hour League of Fans’ sports policy director, Ken Reed, Ralph Nader and the New York Times’ Tyler Kepner discussed a variety of sports issues on Nader’s radio show as well as Reed’s updated book, How We Can Save Sports: A Game Plan. Reed's book was released in paperback in February, and has a new introduction and several updated sections.
League of Fans is a sports reform project founded by Ralph Nader to fight for the higher principles of justice, fair play, equal opportunity and civil rights in sports; and to encourage safety and civic responsibility in sports industry and culture.
Vanderbilt Sport & Society - On The Ball with Andrew Maraniss with guest Ken Reed, Sports Policy Director for League of Fans and author of How We Can Save Sports: A Game Plan
Sports & Torts – Ken Reed, Sports Policy Director, League of Fans – at the American Museum of Tort Law
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