College athletics is in existential crises, going from a small business to a bloated, self-indulgent industry. All that matters is feeding the beast.
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When whatever’s going to happen finally happens, the long descent of college athletics into one of America’s most contemptible institutions will be complete. The life’s work of clueless college presidents, soulless conference commissioners and greedy athletics administrators will be the ruin of tradition, the mockery of common sense and the thirst to keep score in dollars above all other metrics.
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Texas felt like it was slipping out of the club, so it sold out the Big 12 to jump to an SEC where it will make more money but have less of an advantage competitively. Southern Cal got antsy with the Pac-12, so it engineered a move to the Big Ten and brought UCLA along, delivering a blow that nobody could have recovered from.
Now Florida State seeks to do the same, and why would they think a document is going to stop them? The precedent in college sports, from institutions to athletics directors to coaches and athletes on down is that contracts and commitments don’t mean anything. Everyone is free to do business with -- and prey upon -- whomever they please.
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We have 40 years of data telling us exactly where this enterprise is heading, and nobody is going to like it except the handful of schools at the very top. That’s the existential crisis at hand: Not NIL, not making players employees, not the transfer portal or anything like that but rather the very idea that your university is disposable if it's not one of the top 30 revenue-generators.
There are a lot of reasons it happened this way, but mostly because college sports changed from a small business to a bloated, self-indulgent industry where administrators could expect close to a seven-figure annual salary, getting wined and dined at five-star resorts and a level of fame that fed their voracious egos if they rose high enough in the industry.
And the way to get there was, of course, to keep raising — and, more importantly, spending — ridiculous amounts of money. All that mattered was feeding the beast. You build fancy locker rooms, you hand out massive contract extensions to coaches who have one good year, you hire an army of deputy athletic directors to do redundant jobs. You kept moving up the ladder until one day you were running one of the big schools or maybe even an entire conference.
And the television networks were right there riding shotgun, shoveling more money into their pocket every decade or so, making them think that the gravy train would never stop.
Now, the television business is changing. ESPN and Fox are becoming more choosy about where they spend. As the Pac-12 found out during the last year of media rights negotiations, there was nobody else out there to rescue them. As the ACC explores options to grow revenue and calm the waters with unhappy members like Florida State and Clemson, it will likely find the same thing.
But decades of being hooked on those dollars will justify whatever dirty business they choose to do. The mangled value system of College Sports Inc. has ensured there’s no other way for them to operate.