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Investigates current developments, problems, and reforms associated with sports programs of schools in higher education
Emphasizes how some schools reallocated their resources to compete athletically and to expand, market, and operate their major and minor sports
Examines how colleges and universities can increase their revenue base and inform their athletic directors, coaches, and student-athletes about potential issues with commercialism
For several decades in America, athletic programs in colleges and universities received financial support and resources primarily from their respective schools and such sources as alumni and the National Collegiate Athletic Association (NCAA). More recently, however, college coaches assigned to athletic departments and the presidents and marketing or public relations officials of schools organize, initiate, and participate in fund-raising campaigns and thus obtain a portion of revenue for their sports programs from local, regional and national businesses, and from other private donors, groups, and organizations. Because of this inflow of assets and financial capital, intercollegiate athletic budgets and types of sports expanded and in turn, these programs became increasingly important, popular, and reputable as revenue and cost centers within American schools of higher education.