Beyond Amateurism: The Rebranding of Major College Athletics
For decades prior to NCAA v. Board of Regents, the brand of college athletics, even at the highest level, was amateurism. However, the last three decades of surging revenues and costs, as well as the current wave of litigation challenging amateurism, force decision makers in major college athletics...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Georgia Southern University
2015-12-01
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| Series: | Journal of Applied Marketing Theory |
| Online Access: | https://digitalcommons.georgiasouthern.edu/jamt/vol6/iss1/5 |