College Athletes

In your secondary post please respond to your peer’s assessment of the positive impact of commercialism and discuss regulations that you feel may put too much restraint on college athletes.

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In addition to one initial post, respond to at least two peers
Initial Post Length: minimum of 300-400 words
Secondary Post Length: minimum of 200 words per post
Use APA format for in-text citations and list of references
Commercialism
12 hours ago

The NCAA has a challenging position when it comes to supporting student-athletes and also catering to the millions of fans in college athletics. Commercialism has a massive impact on D1 athletic programs and lesser of an effect on D2 and D3 programs. Commercialism is often perceived in a negative light concerning how student-athletes genuinely benefit from the overall impact. “In response to substantial public interest in intercollegiate sports, particularly Division 1 Football Bowl Subdivision (FBS; formerly Division 1-A) football and men’s basketball, colleges and universities rationally invest substantial resources in their athletic departments, as a means to achieve a wide range of legitimate objectives that further their missions: providing a lens through which the nature, scope, and quality of their higher educational services is discovered by the public; attracting faculty, students, and student-athletes; diversifying their student body; forging a continuing bond with alumni, the local community, and other constituents that provides both tangible and intangible benefits; and enhancing their institutional reputations“ (M. J. Mitten et al., 2009, p. 203). As you can see, there are many wide-range benefits to the overall program that would have a positive impact on the student-athlete experience. College sports have been around for long enough to prove their impact on the higher education system. The NCAA has provided a student-athlete model that provides balance within the athletic and academic experiences throughout the college experience. A handful of colleges and universities have turned around their struggling programs by bringing back intercollegiate athletics. M. J. Mitten et al. (2009) explained that “Adrian College, a moribund liberal arts college in Michigan, used intercollegiate athletics to completely turn itself around in three years” (pp. 208–209). Through these changes, academic performance results have increased overall as expectations are in place towards student-athlete accountability.

Many football and men’s basketball programs bring in higher financial rewards for colleges and universities. “Nonprofit universities use excess revenues generated by commercially successful football and men’s basketball programs to cross-subsidize women’s and men’s non-revenue sports rather than distributing these “profits” to owners or investors as professional leagues and clubs do” (M. Mitten & Ross, 2014, para. 12). Stronger commercialization in some sporting programs can benefit an entire athletics program for all sports at the university. Many student-athletes that come from struggling socioeconomic backgrounds would be deprived of their experiences of participating in athletics in higher education without financial assistance. M. Mitten and Ross (2014) clarifies, “the commercial/education model features important social benefits not feasible for a “minor professional league,” including access to college educational opportunities for athletically gifted persons of all socioeconomic backgrounds, offering a very popular distinctive brand of sports entertainment, cross-subsidizing athletic participation opportunities for women, and potentially providing additional financial support for academic programs if university athletic departments exercise prudent fiscal management“ (para. 13). Strong programming initiatives need to be in place throughout the athletic department. Being able to manage these financial aspects appropriately can be a daunting task, but it has high rewards if allocated correctly. Without commercialization in higher education athletics, the academic programs at university levels would be less accessible to numerous populations. As the NCAA continues to provide excellent structure towards the overall competitive market, they will achieve more and more satisfied stakeholders.

References

Mitten, M., & Ross, S. F. (2014, June). Regulate, Don’t Litigate, Change in College Sports. Inside Higher Ed. http://www.insidehighered.com/views/2014/06/10/college-sports-would-be-better-reformed-through-federal-regulation-lawsuits-essay

Mitten, M. J., Musselman, J. L., & Burton, B. W. (2009). Commercialized Intercollegiate Athletics: A proposal for targeted reform consistent with American cultural forces and marketplace realities. Journal of Intercollegiate Sport, 2, 202–232. https://doi.org/pdfs.semanticscholar.org/6b31/87fcf64592006a94999824c52a6542f62fc2.pdf

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