Updated: Aug. 24, 2026 at 2:10 PM CDT
|By Jill Riepenhoff, Chris Nakamoto and Jacob Spudich
Across America, big-time college athletics is a $12 billion industry, in most cases, living beyond its means. Ticket sales, TV deals, sponsorships and other revenue sources don’t bring in enough money to cover the bills. So, universities are filling sometimes massive gaps from their general funds and charging students millions of dollars in mandatory fees to support athletics’ shortfalls.