As college football season starts, Scripps News takes a look at how college sports have commercialized.
More than half of Americans polled said that they were avid or casual fans of college football in 2023, according to Morning Consult. And Nielsen reports the March Madness basketball tournament drew ten million viewers per game this year.
Take the Pacific-12 conference. In August, the PAC-12 lost eight of its twelve schools. Four will join the Big Ten, and four will join the Big 12. The other conferences had more lucrative TV deals. "If we allow the old conference, the regional conference system, to fall apart, a lot of the kinds of attachments that people have had to college sports are going to dissipate, and it's going to be less successful," says Zimbalist.
32 states and Washington, D.C., have now passed laws to regulate NIL, and the U.S. Congress has proposed legislation. Athletes have inked nearly 2,000 deals, according to a report by SponsorUnited. Nearly half included branded Instagram posts to promote their sponsors. Livy Dunne, for example, is a gymnast at LSU who has turned her fifteen million followers across social platforms into brand deals with Motorola and Vuori.
"All the athletes are asking for is the same economic rights as literally everyone else gets in this multi-billion dollar business," he said.
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