UCLA Gets $280 Million From Under Armour; Athletes to Get New Sweats
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
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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, with over 150 camps in 30+ U.S. states and Canada. We discuss problems in youth sports today, including single sport specialization, the growing gap between the “haves” and “have-nots,” the high drop-out rate in competitive sports, and the growing mental health challenges young athletes are dealing with today.
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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.
Episode #26 – League of Fans’ Sports Forum podcast: How Can We Fix Youth Sports? – John O’Sullivan is Founder and CEO of Changing the Game Project and author of “Changing the Game: The Parents Guide to Raising Happy, High Performing Athletes and Giving Youth Sports Back to Our Kids.”
Episode #25 – League of Fans’ Sports Forum podcast: Physical Education Should Be a Critical Component of K-12 School Design – Michael Horn is co-founder of the Clayton Christensen Institute for Disruptive Innovation.
Episode #24 – League of Fans’ Sports Forum podcast: Mental Health and Athletes: Ending the Stigma – Nathan Braaten and Taylor Ricci are the founders of Dam Worth It, a non-profit created to end the stigma around mental health at colleges and universities through sport, storytelling, and community creation.
Episode #23 – League of Fans’ Sports Forum podcast: Olympian Benita Fitzgerald Mosley Talks Title IX, Youth Sports and the Olympics.
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.
- League of Fans Sports Policy Director Ken Reed quoted in Washington Post column titled "What happened to P.E.? It’s losing ground in our push for academic improvement," by Jay Mathews
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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