I knew football dominated the cultures at many of these schools. Still, I was taken aback by the size of the disparities. At the time, Penn State was being touted by the media as a model for balancing education and big-time football. Unsurprisingly, school officials embraced this narrative. Penn State even had a slogan, courtesy of its iconic coach, Joe Paterno. I wondered what I was missing. So I called the professor in charge of the Honors College and asked her if I was misreading the budgets. She was laughing at me. A few days later I briefly met with Graham Spanier, the president of Penn State, and then shared a longer telephone conversation. Spanier enjoyed a reputation as a savvy guy who rarely passed up a photo op or a chance to boost his school. He was trim, handsome, and engaging. Certainly he was persuasive in explaining to me how much Penn State valued the students in its honors program. Some of them even qualified for additional aid: A physics major, for instance, might get aid from the physics department. I asked Spanier if he knew how many honors students got additional aid. It seemed like something he might want to know. Spanier seemed disappointed by my question. Spanier suggested that I call several academic departments to see if they had information on scholarships they awarded to honors students. So I contacted the English department and asked if it had a secret stash of money to help its brightest students. She kept asking me which research lab I was with, and when I explained that I was a writer, she abruptly hung up. In the intervening decade, college football vaulted ahead in both popularity and wealth and came to occupy a transcendent place in American sports. It was, in nearly every respect, the key component of a vast money culture that dominated college campuses. There were billion-dollar television deals and games on ESPN virtually every night of the week. Billions more flooded in from ticket sales and luxury suites and premium seating in massive Erector-set stadiums. It was no wonder some of the students now referred to their school as the University of Nike. The corporatization of college football was on one level unsurprising. It could even be viewed as inevitable. Certainly the athletic departments of the largest and richest football schools operated like entertainment divisions, with CEO-style executives and celebrity coaches collecting Wall Street—level salaries. The athletic directors had even invented a new financial model built around monetizing every last detail of their football programs. It was so successful that schools like Texas, Michigan, and Auburn now had profit margins that put the oil companies to shame. It just is. Everything begins and ends with Amazon Wonders 10lines Casino Games. Of course, the new financial model was not without irony or problems. The same college presidents who encouraged their athletic directors to turn their departments into businesses now lamented that spending on football was spiraling out of control and smothering the culture and mission of their schools. The hand-wringing was, in a way, even humorous in its predictability. In effect, the game had devolved into a zero-sum experience, with clear financial winners and then everyone else, mirroring what seemed to be occurring in the larger economy. Instead of touting their educational offerings, they now promoted their football programs because football, after all, was Amazon Wonders 10lines Casino Games and attracted media attention. When I tried to ask college presidents about this, many of them ran for cover. The few who did open up were embarrassed.
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