Beyond Amateurism: The Rebranding of Major College Athletics

Beyond Amateurism: The Rebranding of Major College Athletics

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For decades prior to NCAA v.Board of Regents, the brand of college athletics, even at the highest level, was amateurism.However, the last three decades of surging revenues and costs, as well as the current wave of litigation challenging amateurism, force decision Seeds makers in major college athletics to contemplate a future in which amateurism is banished Kratom Gummies or in retreat.In sum, the brand has outgrown amateurism.

Major college athletics can survive a paradigm shift by selling the action in its games, the game day experience, and the traditions of the institutions.