When a marquee university commands national television contracts, sells out hundred-thousand-seat stadiums, and inks nine-figure apparel deals, they aren’t selling the university's academic prestige—they are monetizing the talent, health, and labor of their athletes. The coaches make millions, athletic directors make millions, and television networks generate billions in ad revenue. The only people legally restrained from receiving a direct share of that revenue are the very young men and women generating it on the field.
A scholarship is an education, but it is not fair market compensation for the labor driving an industrial-scale enterprise. If a school’s notoriety and brand power generate record-breaking profits off the physical performance of its players, withholding direct pay isn't preserving amateurism—it is institutional wage suppression.