"Everyone was getting rich."
And who exactly is everyone? Here's a chart that summarizes the total expenses for SEC programs in 2022. Some of them made a small degree of profit. 5 million, 10 million, maybe a little more if they were one of the big dogs. The vast majority of that 2 billion was spent operating the programs.
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Aside from coaches, and that is certainly a valid thing to examine, but aside from them, who exactly was getting rich? Or is this just about the schools having that money to spend to begin with? Because the vast majority of the money that came in, was spent. It's always spent, because they aren't corporations trying to profit shareholders. Or at least, they weren't, anyway. I don't know what they'll be in fifteen years.
I suppose the argument is that the schools shouldn't get that money, that it should go to the players. But no one out there was getting rich -- and a good many college athletics programs flirt with being in the negative on a yearly basis.