{"id":8305,"date":"2024-11-04T15:28:13","date_gmt":"2024-11-04T15:28:13","guid":{"rendered":"https:\/\/amnewsworld.com\/?p=8305"},"modified":"2024-11-04T15:28:13","modified_gmt":"2024-11-04T15:28:13","slug":"college-athletes-are-getting-paid-and-fans-are-starting-to-see-a-growing-share-of-the-bill","status":"publish","type":"post","link":"https:\/\/www.amnewsworld.com\/fi\/college-athletes-are-getting-paid-and-fans-are-starting-to-see-a-growing-share-of-the-bill\/","title":{"rendered":"College athletes are getting paid and fans are starting to see a growing share of the bill"},"content":{"rendered":"

At Tennessee, they are\u00a0adding a \u2018talent fee\u2019<\/a><\/span>\u00a0to the price of sports tickets. At Arkansas, they will charge 3% more at the concessions stands. At Michigan and Michigan State, athletic directors sent letters alerting boosters that winning is going to start costing more. And, in a first, Clemson is going to start adding an\u00a0athletic surcharge<\/a><\/span>\u00a0to tuition bills.<\/p>\n

 <\/p>\n

Winning at big-time college sports has never been free, but in a rapidly changing era in which players are allowed to earn money and be paid by their own schools, it has never been clearer that fans will be picking up a bigger part of the tab.<\/p>\n

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\u201cCollege athletics hasn\u2019t professionalized as much as I think it was capable of,\u201d said Nels Popp, a University of North Carolina sports-business professor who believes most schools still rely on fans\u2019 emotional, long-held school ties more than bottom-line marketing strategies. \u201cAnd now, I think this is forcing them in that direction.\u201d<\/p>\n

 <\/p>\n

When the NCAA reluctantly\u00a0approved payments to players for use of their names, images and likenesses (NIL)<\/span> in 2021, boosters who used to give to schools and their athletic departments started funneling money to collectives independent organizations that raised the money and paid the athletes. Those collectives are becoming more and more closely linked to the universities.<\/p>\n

 <\/p>\n

Under terms of a\u00a0$2.8 billion lawsuit settlement<\/span>\u00a0that is on track to take effect next year, the NIL deals will remain in full force and the schools themselves will be dealing with other multimillion-dollar changes to their bottom lines, including:<\/p>\n

 <\/p>\n

Each school with the money to do it will be allowed to share as much as $22 million in annual revenue with athletes money they get from tickets sales, TV contracts and other sources. They can share less, but top recruits will be front of mind in the arms race for talent.<\/p>\n

 <\/p>\n

The amount the NCAA pays more than 350 Division I schools every year is going to drop. The organization is on the hook to cover some $1.2 billion in damages under the settlement and the rest will be covered by conferences that will see less money shared each year from the NCAA and its lucrative men\u2019s basketball tournament.<\/p>\n

 <\/p>\n

Schools will be allowed to offer more scholarships across all sports and that costs money. For instance, a school could offer up to 20 additional scholarships for a total of 105 in football. Michigan athletic director Warde Manuel said adding scholarships across sports could add $29 million in education costs to the department\u2019s bottom line. And that\u2019s on top of the revenue sharing.<\/p>\n

 <\/p>\n

\u201cMaintaining a high level of support for our 29 NCAA athletic programs will take an elevated commitment from everyone,\u201d Manuel wrote to Wolverines fans last month.<\/p>\n

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Fans rush the field after Michigan defeated Ohio State 30-24 in an NCAA college football game, Saturday, Nov. 25, 2023, in Ann Arbor, Mich. (AP Photo\/David Dermer)<\/p>\n<\/figcaption>
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One possibility for Michigan might be placing advertising inside of Michigan Stadium, a practice the Wolverines have steadfastly avoided over the decades. The school also sent out a recent survey asking, among other questions, if fans were willing to pay between $3,000 and $4,000 for a new tranche of chairback seats, which are rare outside of club sections at The Big House.<\/p>\n

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 <\/p>\n

Not all fans are signing on amid \u2018donor fatigue\u2019<\/h3>\n

In 2023, it cost two fans an\u00a0average of around $180 to attend a college football game<\/span>\u00a0and\u00a0about $340 to go to an NFL game.<\/a><\/span>\u00a0After all, college sports didn\u2019t have to worry about the biggest expense on a pro team\u2019s budget \u2014 player salaries.<\/p>\n

 <\/p>\n

NIL started chipping away at that, and once the terms of the lawsuit settlement go into effect, that dynamic will shift even more. Michigan State AD Alan Haller told Spartans fans his department\u2019s \u201925-26 budget will include between $25 million to $30 million in added expenses.<\/p>\n

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Colorado fans storm the playing field after Colorado’s overtime victory over Baylor in an NCAA college football game Saturday, Sept. 21, 2024, in Boulder, Colo. (AP Photo\/David Zalubowski, File)<\/figcaption>
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Vanderbilt fans carry a goalpost around the field after defeating Alabama in NCAA football game on Saturday, Oct. 5, 2024, in Nashville, Tenn. (AP Photo\/John Amis, File)<\/figcaption>
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\u201cAs a department, we will continue to explore new opportunities for both revenue generation and cost containment,\u201d Haller said. \u201cHowever, without a doubt, your continued generosity and involvement will be paramount to our quest for excellence.\u201d<\/p>\n

 <\/p>\n

Some fans will undoubtedly keep writing checks to keep the players and hopefully, the wins coming, along with retaining their \u201crights\u201d to buy a certain number of tickets for football games.<\/p>\n

 <\/p>\n

A tour around the parking lot before this season\u2019s Michigan-Michigan State game found others who sounded more reluctant.<\/p>\n

 <\/p>\n

\u201cThe price of the education is out of hand,\u201d said Michigan State fan Mike Bouchard, citing a more than $55,000 price for an out-of-state undergrad to attend his alma mater. \u201cThere\u2019s absolutely no way I\u2019m going to dig into my pocket over and above that amount. Tell them to use their hundreds of millions in endowments.\u201d<\/p>\n

 <\/p>\n

\u201cAbsolutely not,\u201d said Ann Arbor resident Michael Ketslakh when asked if he would give more to support Michigan athletics. \u201cI think it\u2019s excessive. It\u2019s bad for the sports.\u201d<\/p>\n

 <\/p>\n

Rick Karcher, the faculty athletics representative at Eastern Michigan, said fans continue to pay because, unlike pro sports where everyone knows the profits go to billionaire owners, the economic models in college are often hard to nail down.<\/p>\n

 <\/p>\n

\u201cCollege sports fans, students and boosters are willing to continue absorbing the operational costs while the team\u2019s coaches and administrators get richer because they view athletics as separate from the university,\u201d he said.<\/p>\n

 <\/p>\n

Schools look for other ways of absorbing higher costs<\/h3>\n

Earlier this fall, Texas Tech said it was budgeting $14.7 million for this fiscal year about $9 million more than the previous year in support for the athletic program, which has a budget of nearly $129 million.<\/p>\n

 <\/p>\n

\u201cI think if any unit on this campus was facing a 20-something-percent cut in their revenue, we would have to look at how we might respond, and we will in this case,\u201d school President Lawrence Schovanec explained.<\/p>\n

 <\/p>\n

Texas Tech is hardly alone in contributing to its athletic program, but not every school runs by the same model. At Florida, for instance, sports are run by the University Athletic Association, which not only has funded sports but has often given money back to the school.<\/p>\n

 <\/p>\n

A\u00a0story in the student-produced Florida Independent Alligator<\/a><\/span>\u00a0said UF sports revenue was eighth-highest in the nation; two of its biggest boosters have given eight-figure sums to the UAA\u2019s fundraising arm.<\/p>\n

 <\/p>\n

Clearly, though, it\u2019s not only eight-figure donations that will keep college sports running.<\/p>\n

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Tennessee fans gather outside Neyland Stadium before an NCAA college football game between Tennessee and Kent State in Knoxville, Tenn., Sept. 14, 2024. (AP Photo\/George Walker IV, File)<\/p>\n<\/figcaption>
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Tennessee was among the first to grab headlines early in the football season when AD Danny White said the school was adding a 10% \u201ctalent fee\u201d for 2025 football ticket renewals. That was on top of a 4.5% hike in ticket prices.<\/p>\n

 <\/p>\n

\u201cThat connection between resources and competitiveness has never been tighter,\u201d White said. \u201cOnly now we have the ability to share these resources with our athletes.\u201d<\/p>\n

 <\/p>\n

At Arkansas, AD Hunter Yurachek explained the 3% fee on concessions in a letter to fans that noted the importance of continuing to \u201cmaximize additional revenue opportunities\u201d At Clemson, which long prided itself on not charging fees or ticket prices to students, the plan is to raise between $7 million and $8 million by adding a $150 \u201cathletic fee\u201d per semester to the price of tuition. The Tigers have been to four national title games over the past decade and won it twice.<\/p>\n

 <\/p>\n

\u201cI think it\u2019s kind of ridiculous, but there comes a point when we have good enough sports teams that it\u2019s kind of valid,\u201d student Sam Gault told South Carolina\u2019s WSPA-TV when the fee was unveiled earlier this month.<\/p>\n

 <\/p>\n

To win big, schools will have to pay big, and simply fielding a competitive team is no longer a given. The question hanging over college sports is where the money will come from.<\/p>\n

 <\/p>\n

\u201cYou can pay more for tickets, put a sponsor patch on the uniforms, cut non-revenue sports or (start calling) the Big 12, the \u2018Dr. Pepper Conference,\u2019\u201d said Popp, the professor at North Carolina. \u201cI don\u2019t think fans are anxious for any of those, but what might they be willing to accept? I think that\u2019s what athletic departments have to figure out.\u201d<\/p>\n

 <\/p>\n

Amnewsagency | Reporters | with Associate Press.<\/strong><\/p>","protected":false},"excerpt":{"rendered":"

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And, in a first, Clemson is going to start adding an\u00a0athletic surcharge\u00a0to tuition<\/p>","protected":false},"author":1,"featured_media":8306,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"rop_custom_images_group":[],"rop_custom_messages_group":[],"rop_publish_now":"initial","rop_publish_now_accounts":{"twitter_1160854738579181570_1160854738579181570":"","facebook_3558452337540614_100649324928663":""},"rop_publish_now_history":[],"rop_publish_now_status":"pending","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[22],"tags":[],"class_list":["post-8305","post","type-post","status-publish","format-standard","has-post-thumbnail","category-sports"],"yoast_head":"\nCollege athletes are getting paid and fans are starting to see a growing share of the bill | Amnewsworld<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.amnewsworld.com\/fi\/college-athletes-are-getting-paid-and-fans-are-starting-to-see-a-growing-share-of-the-bill\/\" \/>\n<meta property=\"og:locale\" content=\"fi_FI\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"College athletes are getting paid and fans are starting to see a growing share of the bill | Amnewsworld\" \/>\n<meta property=\"og:description\" content=\"At Tennessee, they are\u00a0adding a \u2018talent fee\u2019\u00a0to the price of sports tickets. 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