Advocates are concerned that college athletic programs, crucial for Olympic sports and women's sports teams, may struggle due to increased demands from bigger sports. Women's Sports Foundation CEO Danette Leighton says college football dominates the business, limiting Olympic sports' growth. She urges donors to endow scholarships for sports like women's gymnastics and men's tennis. College sports programs produce most U.S. Olympians, but a recent settlement allows schools to share revenue with athletes, mainly benefiting football and basketball. A Senate bill seeks protections for Olympic and women's sports. Some worry commercialization of lucrative sports risks losing support for entire athletic departments.

To compete in the increasingly commercialized world of college sports, a growing number of universities are turning to nonprofits, limited liability companies and other “associated entities” to generate more revenue. There’s “feverish” interest from higher education in these offshoots, say experts. But there’s also scrutiny from Congress. Widespread privatization could further transform universities into profit-driven businesses resembling professional sports franchises, weaning them off fatigued donors and opening the door to private capital. University of Louisville Athletic Director Josh Heird says athletic departments will do whatever they can "to create even the smallest sort of competitive advantage.”

The NCAA and Playfly Sports have reached agreement on a deal that will open the door to more marketing opportunities around championship events, including possible NIL deals for student-athletes. The deal calls on Playfly to hire a staff that will work closely with NCAA officials to sell sponsorship packages to local businesses and organizations that are hosting championship events. The new deal will not impact the national sponsors of NCAA-sanctioned events.

A growing number of states are providing tax dollars to university athletics. The move comes as major college sports programs now are paying millions of dollars to athletes. The financial battle for the best athletes has strained many athletic departments, which are now running deficits. North Carolina and Louisiana are earmarking sports betting taxes for their universities. Wisconsin has added money in its state budget for athletic costs at its flagship university. And Connecticut has created a tax credit program to benefit university athletics. Analysts see the state funding efforts as an emerging trend.

College sports are undergoing a transformation with the rise of NIL deals, allowing athletes to profit from their name, image, and likeness. Dan Moore of the Tennessee Titans notes that college players can now earn significant sums, unlike many NFL linemen. Mike McGlinchey of the Broncos highlights the shift from local endorsements to large collectives paying top dollar to attract talent. The College Sports Commission is working to regulate these deals, ensuring fair compensation and valid business purposes. Meanwhile, discussions in Washington aim to address transparency and potentially increase revenue-sharing for athletes.

Ryan Blaney faces a high-stakes weekend in Indianapolis. He’s hoping to put Roger Penske back in victory lane at Indianapolis Motor Speedway, and he’d like to add a second crown jewel win to his resume. At the same time, he’s chasing a $1 million pay day — if he finishes ahead of Todd Gilliland in NASCAR’s second In-Season Challenge. Blaney’s solution is to simplify matters by sweeping both titles Sunday with one amazing Brickyard 400. While Blaney enters the weekend as the favorite to win the challenge, Gilliland hopes his ability to keep advancing holds up one more week — long enough to help him cash in with a big pay day.