The explosive growth of the college athletics "business" has dramatically altered these amateur games over the past decade. The multimillion dollar university sports enterprises often dwarf academic departments in terms of resources. Athletic departments are commanding more and more attention of college presidents and governing boards, and rightfully so! While many of the perennial top competitors in college athletics reap the benefits of success in ticket sales, merchandising, TV revenue, and alumni support, those not making the grade in terms of wins and losses often are forced to rely on the general funds of the university to balance the budget. When general university funds are diverted from the academic mission to support athletic programs, questions of the university's priorities are understandably raised. A few examples might clarify this issue.
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