Why do universities place so much emphasis on athletics? Are the
salaries of head coaches excessive? Should student-athletes be paid? Why
is there so much cheating in college sports? Should athletic departments
be subsidized by the university? Does Title IX unfairly discriminate
against men's sports? This textbook is designed to help teach students
about the business of college sports, particularly the big-money sports
of football and basketball, allowing them to answer these and other
important questions. The book provides undergraduate students with the
information and economic tools to analyze the behavior of the NCAA,
athletic conferences, and individual colleges and universities in the
market for college sports. Specific topics include the markets for
athletes and coaches, the importance of athletics for colleges and
universities, the finances of athletic departments, the influence of the
media in commercializing college sports, issues of race and gender, and
the possibilities for reforming college sports.