Nocera is doing a great job illuminating the many ways that the NCAA exploits its athlete/employees. I'm amazed at the number of commenters on the piece who don't seem to understand that the mere fact that athletes receive a free education (or "education") does not mean that they are somehow fairly compensated. Pro sports have generally entered into agreements where 40-60% of revenue is shared with players aka employees. I don't know what the corresponding number is for NCAA football and basketball, but given the salaries that schools can pay coaches, I'm guessing it's well-below 10%.
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