But how sustainable is it? People are spending more money on college athletics than they ever did before. I don’t know the answer, so I’m not really arguing, but it seems that it’s just not sustainable to pay college athletes what they are being paid year after year, especially considering they will likely demand more and more. And as some schools prosper under NIL, I imagine many others won’t. So what happens when there are a handful of schools that can field good really teams but many more that have no shot?
NIL is new, so there are people very willing and able to spend right now. But what happens 10-20 years from now? And what happens when the schools that can’t compete in the NIL market fall off the radar?