Charlie Pierce relates a little story that nicely illustrates the NCAA’s have its cake and eat it, too attitude:
… The NCAA and its member schools (pardon me, its “educational institutions”) create the game itself and, therefore, are entitled to all the revenues thereby derived, out of which they give the athletes tuition, fees, room and board, and miscellaneous expenses while providing those athletes with invaluable life skills and social mobility. But the NCAA and the educational institutions get all the money. Forever. This, as Emmert argued, and as was argued by the NCAA in one of its pretrial briefs, was for the good of the athletes because the NCAA does not want to see them “exploited” by corporate interests, or at least by those corporate interests with which the NCAA has not yet signed a lucrative partnership deal.
It is here where we pause to discuss the Curious Case Of Zach Bohannon. He was a 6-foot-6 swingman for the Wisconsin Badgers this past season, when he and Wisconsin made it to the NCAA Final Four. He also was working toward his MBA. He arrived at one of the Wisconsin practices with a bottle of water from Nestlé Pure Life. The NCAA’s official bottled water is Dasani, a division of NCAA “corporate partner” Coca-Cola. Arena security stopped Bohannon — a player in last year’s Final Four — and made him take off the Nestlé label before they would allow him to practice with his team. Bohannon told a reporter, “The NCAA likes to hide behind its student-athlete model. Well, they can’t hide anymore.”
Tell me something, O Defenders of the Sacred Flame – is not paying the participants all it takes to declare a sporting enterprise amateur? Because everybody else sure seems to be feeding at the trough.