Executive Summary vi Foreword ix A History of Intercollegiate Athletics and the NCAA 1 History of the NCAA 2 Systemic Changes in College Athletics in the 1970s and 1980s 8 Formation of Three NCAA Divisions 9 Title IX 11 Television Broadcasting Contracts 21 Conclusion 23 The NCAA Division I Athletic Funding Crisis 25 "You've Got to Keep Up With the Joneses" 27 Student Fees, Tuition Reallocation, and Athletic Department Funding 31 Pushback Against University Support for Athletics 33 Positioning Big-Time Athletics 36 Conclusion 45 The Role of Athletics in the Corporatized University 48 Increased Corporatization in Higher Education 49 The Political Economy of "Keeping Up" 54 "Keeping Up" in College Athletics 59 Texas A&M: Mechanics of "Keeping Up" 61 College Athletics Labor Market 62 Who Owns "Johnny Football"? 67 Conclusion 69 Emerging Debates and the Future of Athletics in Higher Education 72 Funding the Arms Race 74 O'Bannon et al. v. the NCAA and Power Five Autonomy 78 The Unionization of College Athletes 80 The Elimination of UAB Football 82 Considering Results of New Structures 84 Conclusion 85 Conclusion and Challenges for Future Research 88 References 95 Name Index 104 Subject Index 107 About the Authors 109
Volume Editors: Jordan R. Bass, PhD, is an assistant professor at the University of Kansas. Claire C. Schaeperkoetter, MSE, is a doctoral research fellow at the University of Kansas. Kyle S. Bunds, PhD, is an assistant professor at North Carolina State University.