Imagine a university signing a lucrative broadcasting agreement because millions of people want to watch its athletes compete. The broadcaster gets valuable programming. The university receives revenue. Coaches receive salaries. Administrators are compensated. Sponsors gain exposure. Yet when we suggest that the athletes whose performances make this commercial activity possible deserve a direct share, suddenly the conversation becomes about whether there is enough money.
I believe that exposes the fundamental inequity at the heart of this debate.
My position is that college athletes deserve a direct share of athletic revenue because they are essential contributors to its creation, because scholarships and NIL earnings do not fully address that contribution, and because financial responsibility can coexist with fair compensation.
First, let’s distinguish revenue sharing from profit sharing. My argument is not that universities should distribute money they do not have or ignore their legitimate operating expenses. It is that athlete compensation deserves recognition as a legitimate financial obligation when institutions budget for commercially successful athletic programs.
We do not generally require every other participant in a commercial enterprise to wait until all expenses are paid before recognizing the value of their work. Coaching compensation, administrative expenses, and facilities are considered part of operating the program. Why should the athletes who perform in the competitions be treated as an afterthought?
Second, the argument that scholarships already compensate athletes overlooks what scholarships are designed to provide. A scholarship supports educational opportunity. It does not automatically represent an equitable share of the commercial value an athlete helps create. And NIL earnings, while important, compensate athletes through arrangements involving their identities and marketability. Neither necessarily replaces direct institutional revenue sharing.
Third, this is no longer an untested concept. According to the College Sports Commission, 307 schools distributed approximately $1.77 billion directly to nearly 35,000 athletes across 45 sports during the 2025–26 academic year.
That evidence does not establish that the system is perfect. It establishes that direct compensation is a functioning part of college athletics, rather than an impossible theoretical proposal.
Now let me address what I consider the most serious objection: the possibility that paying athletes could threaten non-revenue sports.
I take that concern seriously. Swimming, gymnastics, tennis, and other athletic programs provide meaningful educational and competitive opportunities. Their protection should be part of responsible financial planning.
But there is no logical requirement that supporting athlete compensation means imposing an identical, inflexible percentage of gross revenue on every institution. A financially responsible model can account for institutional resources, operating obligations, transparent spending priorities, and protections for existing athletic opportunities.
In fact, the current framework allows schools discretion over payment amounts within established limits. The existence of a maximum payment cap does not mean every school must spend that amount.
And I want to challenge another assumption before it becomes the foundation of this debate: the idea that athletes should receive compensation only if a university reports a surplus.
Surplus is not an entirely independent measure of financial capacity. It is affected by spending decisions. A university can increase expenditures on facilities, coaching contracts, and administration, leaving less money available at year’s end. If athletes are entitled to consideration only after every other spending priority has been satisfied, their compensation can become permanently subordinate to institutional choices.
That is not a neutral financial principle. It is a choice about whose contribution receives priority.
I am not advocating reckless spending, guaranteed payments beyond institutional means, or the elimination of smaller sports. I am advocating a transparent system in which athlete compensation is considered alongside other legitimate operating costs, with appropriate limits and protections.
The larger question is whether the people whose athletic performances generate commercial value should participate in that value, or whether institutions should retain the exclusive authority to distribute it among everyone else.
A scholarship recognizes educational opportunity. NIL recognizes individual commercial marketability. Direct revenue sharing recognizes an athlete’s contribution to the financial enterprise itself. These are different forms of value, and acknowledging one does not eliminate the others.
Financial responsibility should determine how revenue sharing is structured, not serve as an automatic justification for excluding athletes from it.
College athletics cannot reasonably celebrate the commercial value of athletic performance when negotiating television contracts, sponsorships, and ticket sales, then treat that same performance as financially irrelevant when discussing compensation.
The principle is straightforward: when athletes help create substantial commercial value, they deserve a fair opportunity to share in it. And the responsibility of athletic institutions is not to choose between fairness and sustainability, but to build a system capable of respecting both.