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" ... How is it possible that such well-known, extremely popular athletic programs run multimillion-dollar deficits year after year? The answer is not that these schools have a revenue problem. They have a shopping problem. Without stockholders pressuring for profitability, these programs instead have stakeholders (boosters, alumni, state legislators, students) pressuring for victories. Whenever an athletics director sees a new revenue stream arriving, he/she finds a way to spend the money in the pursuit of a championship team. Since schools are unable to attract the best high school athletes by offering them more income (at least not over the table), they attempt to attract these athletes by offering them famous coaches, top-notch training facilities, first-class lodging, meals and transportation, modern stadiums and arenas with premium seating and oversized high-definition scoreboards, and so on. Without meaningful market discipline, the costs explode as schools chase one another to provide better allurements. ... "