College athletes deserve a direct share of the revenue they generate.

College athletes generate enormous value for their schools, and they deserve a direct share of it. Division I football and men’s basketball power multibillion-dollar media contracts, ticket sales, merchandise lines, and sponsorships, yet the people on the field and court, whose labor and risk make that product possible, historically saw none of it. Coaches, athletic directors, and conference commissioners routinely earn millions, while the athletes themselves were limited to a scholarship. In any other industry, workers whose performance drives the revenue would be compensated accordingly, and sports should not be the exception. The fairness argument is reinforced by the nature of the work. Athletes commit thirty to forty hours a week to practice, training, film study, and travel, often at the expense of their academics, sleep, and health. They also carry the physical risk: a single injury can end a career and leave lasting medical costs, while the school moves on to the next recruit. A scholarship, valuable as it is, does not reflect the market worth of that labor, and it can be revoked if an athlete is injured or underperforms. Since the athlete’s career window is short and their earning power peaks in college, a direct share is often the only chance to capitalize on their value. Finally, a direct revenue share is the cleanest and most transparent solution. Name, image, and likeness deals have been a step forward, but they depend on outside boosters and collectives, leaving payment uneven and unpredictable. A direct share from the institutions that profit would bring accountability and consistency, and it would let athletes build financial security and literacy before going pro or entering the workforce. Opponents argue that it would threaten amateurism or non-revenue sports, but amateurism has long been a label used to justify withholding pay, and schools earning record revenues can afford to fund both fair compensation and broader athletic programs. Those who create the value should share in it.