Branded: Myles Brand and the Madness of March

There is nothing like March Madness. In your typical American workplace no event unites sports fans with non-sports fans quite like it. Every year, it's practically a rite of spring to find overheated business articles lamenting lost productivity, attributable to the art of bracketology. For Las Vegas oddsmakers it rivals the Super Bowl in gambling revenue. Even in these hard times, CBS can charge $1 million for every commercial in the Final Four. Eight hours of coverage, extra commercial breaks and the cure for the media recession blues.

The NCAA inked a deal with CBS in 1999 worth $6 billion over eleven years. The network stands to make nearly $600 million from the tournament, an eye-popping 96 percent of the NCAA's revenue. When it comes to profit margins, there is nothing like it. But for the student-athletes there is simply nothing.

For years players have been the commercial face of the tournament, yet calls for some form of player compensation have fallen upon deaf ears. It's particularly galling that the man who blithely refuses to hear the call is the current NCAA president, Myles Brand. Brand cultivates a liberal facade by speaking out for minority hiring and publishing missives on the Huffington Post. But personal politics aside, he presides over the worst labor deal since Reconstruction and is doing nothing to reverse its course. Brand just gave his "State of the Association Address," and it is an exercise in chutzpah not seen since George W. Bush assured us the mission had been accomplished in Iraq. Brand's central theme was, "Student-athletes should not be commercially exploited," because "they are students, not professionals." And "exploiting student-athletes for commercial purposes is as contrary to the collegiate model as paying them." Brand railed against "crass commercialism" but spoke in favor of "commercial activity...undertaken within the context of higher education." So it may be immoral to generate money from unpaid labor, but at least in Brand's eyes it isn't crass.

The NCAA sent out a press release for the speech, totally lacking in irony, headlined, "Brand Calls for Increased Focus on Commercialism." One would be forgiven for assuming that this would mean Brand wants to figure out how to get more than the $1 million per ad. He's like a parody of Captain Renault from Casablanca, "shocked" to find gambling occurring on the premises, before collecting his winnings. Every moment that a player is on the court without compensation is a moment where the "exploitation" Brand decries is on display.

Brand likes to rail against the "cynicism of college sports" and calls himself a "pathological optimist." But his optimism actually comes across as a profound exercise in cynicism. He calls college sports "one of the great subcultures in America" while blithely ignoring the rot beneath. The solution is a simple one: take a portion of the money from the tournament and put it into a trust for players to have access to when they are 25 years old. Halt the use of a college athletes' likenesses to sell products, unless there is compensation. Take the shoe money and make it available for athletes to continue their education, whether they graduate or not. This would bring a measure of fairness to a process that often travels to the gutter. Southern Mississippi coach Larry Eustachy said when he was at Iowa State, "[Players] hardly have enough money to eat properly.... They create a lot of revenue. A lot of people get rich off them, including the coaches."

When Brand was elevated to run the NCAA, he was termed the "education president." If he really wants an education, instead of regurgitating platitudes about "student-athletes," he should listen to Walter Byers, the executive director of the NCAA from 1952 to 1987. Now in retirement, Byers has seen the light. He said to writer Steve Wulf, "The coaches own the athletes' feet, the colleges own the athletes' bodies, and the supervisors retain the large rewards. That reflects a neoplantation mentality on the campuses." Byers believed that "the wheel of fortune is badly unbalanced in favor of the overseers and against the players."

It's ironic that Brand rose to prominence as president of Indiana University. He became nationally known by challenging, and dismissing, their infamous coach Bobby Knight. Knight may have been unsavory for a host of reasons, but he had a well-earned reputation for standing up for his players. To Brand, these "student-athletes" are mere instruments of publicity, just waiting to be branded.

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Money

The trust idea is great. I would have it be 25 years old or when they graduate. Or just have it as an incentive to graduate. Of course that would create certain potential problems as well.

Magnificient

This is really one of the best things I've seen you write, Dave.


Great use of the idea of a neoplantation system....

and then they become (those who are "good enough") 40 million dollar slaves...

An odd thing

It's a truly bizzaro world we live in when the most frequently targeted subject of the medias wrath, Bob Knight, is the guy not only standing up for his players but graduating them as well. The parallels between this NCAA tournament and the BSC is incredible really, the colleges insisting they care about the players education yet using them to make hundreds of millions annually.

March Predictability

Having to sit through the first round of "March Madness" (I feel dumber every time I say those two words...) is a crime in and of itself. In the past decade, and maybe further, as I only checked over the last 10 years, only two teams seeded lower than 2 in their respective region won it all, Florida in '06 and Syracuse of '03. Both of those teams were 3 seeds in their region, for the record. Doing the math, that means in the past decade no team lower than the 12th seed overall has won the national title. This essentially means that this tournament really starts at the Sweet 16. That's why I never mark off this weekend on my calendar. Wake me up in April, when this finally gets interesting. There are no Cinderella stories in March Madness. It's like the old WWF battle royal. A hundred guys in the ring, but you know who's going to win .(Tarheels).

That being said, great points, Dave. Although I don't condone breaking the law, there is nothing in my moral conscience that condemns college athletes, especially those from poor environments, from taking gifts and cash. The money they're making for the people setting the rules is enough to save an impoverished nation...like this one!

Compensation for College Athetes

Hi Dave. I certainly agree that college athletes should be well compensated---and they already are in an "in kind" manner. It's called tuition, books, room & board for four years. Doesn't sound like a bad deal to me.

3 hots and a cot....

Beside the point, Bernard. A ton of money is being made on the backs of the players' labor, and they're getting zilch. If we're going to be serious about not corrupting an amateur sport, then take away the t.v. cameras. In the meantime, as long as you have a commercial industry surrounding the game, the cat is out of the bag, and the profit split between management and labor is 100/0. Room and board? Can't we give them a little more than what we give prisoners?

compensation

They're not exactly prisoners; a full athletic scholarship shouldn't be dismissed as insignificant. But Dave's right in that the distribution of profit is skewed towards producers. I tend to gripe about excessive compensation for pro athletes, so I'm not sure that I'd appreciate extending the privilege of bloated salaries to college students...but the money's gotta go somewhere, right? I can think of a few places where I'd like to see the billions spent, and it's not in big paychecks for producers or athletes.

youthnoise.com/playcity

Libel

Anyone opposed to the NCAA should call it what they think is (a wage fixing cartel), because using the word "plantation" just shows their stupidity, and that they deserve no place in the dialog.

Preemption

I mean "dialogue."

walk ons?

The only reason a full ride scholarship can be argued as compensation is because colleges are overpriced to begin with. The argument in and of itself is a red herring. If you think tuition revenue is going entirely to professors or educational tools, think again. Ever seen an administrative employee at a major U with a bad car?

Secondly, the scholarship argument does nothing to address players without scholarships. Granted, it's rare, but there are some productive athletes, putting on a show that the NCAA is profiting off of, who are paying to be there, alongside not being compensated!

Compensation

Granted, a full scholarship (tuition, books, room and board) is compensation. But have you ever talked to a student-athlete about living without money in their name? It's not realistic to expect these guys to get jobs. Yes, they are students, amateurs. But with the money being made off their work, they deserve some of that. A fair day's pay for a fair day's work?

Compensation

When is someone going to point out that most major college athletics programs LOSE money over the course of a year. When you take into account travel, equipment, and scholarship money, the average football program loses about $10 million per year.

On top of that, most athletes get about $200,000 spent on them over their four year athletic career. I would so that is no small chunk of change in this economy, especially when it is paid out by a business in the red.

market value?

True, Daniel, room and board is no small chunk of change, but that's still far less than their market value. College athletes should consider a walkout. Conventional cynicism says that they can easily be replaced, but I'm not sure about that. The very industry that's capitalized on them has made celebrities out of them in doing so. Oops! Huge avenue there for the athletes to utilize.

a walkout...

In fact, what better time than the Final 4? Wouldn't that be something? If every player on the 4 teams just walked out, on the eve of the semi finals? Huge leverage. Draft something that guarantees us a cut of the t.v profits, and we take the court. It's that simple. Athletes have so much political power that they rarely utilize anymore. I hope the Obama era changes that.

Re: market value?

I didn't say anything about room and board. And if they're getting paid so much less than their market value, then how come these "businesses" are so far in the red. If they were taking advantage of athletes, I would expect them to be making a profit off of them.

In fact, it would be a lot more financially expedient for a university to drop its football program altogether.

re: compensation

Great article, Dave! Although, as pointed out earlier, the trust idea will raise more questions (i.e. do all athletes deserve the same amount? What about non-revenue sports? When should these young folks have access to them?), I think it is one of the better ideas I've heard on this subject.

I am a former non-revenue D-1 athlete. After an injury cut short my athletic career, I worked for our athletic department. Now I am an academic advisor at a mid-major univeristy in the south and I see many student-athletes, along wiht "regular" students.

Daniel, where did that "the average football program loses $10 million" come from? Most football programs do not have budgets that big, so it would be very difficult for that to be accurate, in terms of all programs. If it is accurae, this number is probably skewed by a few outliers.

Yes, student-athletes do get a great deal in that they are tied to a school though a scholarship, regardless of whether the coach stays or not, on a year by year basis. They can get that scholarship taken away after any year, sometimes without much notice. If a student-athlete keeps his or her scholarship for all four years, they have to deal with institutional forces getting in the way of their education. They have professors who do not let them make up coursework missed while at away games/meets representing the school, they have coaches who will not let them major in certain programs because of time-conflicts with classes and practice, and they have academic advising/support office who oftentimes focus on eligibilty at the expense of education.

For anyone interested in this, there is a great ethnography by P. Adler called "Backboards and Blackboards" that explores the actual experience of collegiate athletes, focusing on basketball players.

Daniel, what college are you an overpaid administrator at?

Daniel, the big colleges that are on t.v. do make money, and those are the ones I'm referring to. I'm referring to instances where there is a commercial profit, and there is plenty in college football and basketball programs that get the most t.v. time. I was assuming you knew that's what I was talking about. I guess I'll have to be more nuanced when making my points from here on out.

Funny Numbers by Daniel

Daniel,
If you include the 'cost' of tuition, room, and board, then these departments are in the red. However, to do so would be like a man saying that he's in the red because of his wife's 'rent'. So basically, your argument lacks intellectual honesty because of that and other reasons.

Student athletes are glorified chattel. If any institution wants to sue me for libel, they can contact me directly. They won't win that suit, however, because they know that the allegation is true.

Brand

In all fairness Dave He probably had little to do with the speech for he's got one of those Death sentence cancers, that said one would hope he could see the light.

Student athletics

There are people that have trouble with the term plantation because they are in a state of ahistorical denial about slavery in the US. Enslaved Africans did get just enough food leftovers to subsist, and they had slave shacks to keep out some of the elements, so they had loding. But they sacrificed their bodies, their spirit, and their futures to exhausting labor that put money in the pockets of the plantation master and the economy of the slave holding states. The citizens of those states benefited by the psychological well being of feeling white-skinned privilege in the social order. The enslaved Africans were told to be thankful they got the Bible, and if they were lucky, they learned to read illegally.

College coaches make millions of dollars annually, are the lords of their domains, and most successful Division 1 basketball and football programs have graduation rates that are embarrassing. Coaches get rich. The schools get a powerful recruiting tool that also advertises to the paying alumni. But the actual athlete rarely gets a diploma or an education or a career. And the athlete is in violation if he ever sees a dime.

How is that not just like a plantation? If the athletes aren'tgetting degrees and aren't getting wages, then at best what we are seeing is bad reality tv and at worst televised exploitation.

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Dave Zirin is the author of the book: "Welcome to the Terrordome: The Pain, Politics and Promise of Sports" (Haymarket). You can receive his column Edge of Sports, every week by going to dave@edgeofsports.com.
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