Where is all the money going? Who's the top paid guy at university X? Oh, it's the football coach. Well why does he get to make $3 million a year while we just raised tuition 8% across the board, and cut financial aid by 20%? And that fat new sports arena which the university board of regents approved and just built for $100 million? Well, it doesn't count, because free market capitalism still applies to academic institutions—our true revenue source is selling and catering to sports fans. Professors, students, research, those are of course net losses, we just pay to keep them around in order to justify the existence of the sports team.
In a way, a University's brand, physical grounds, and costumed staff is a Disneyesque facade for the real money maker: football. Or perhaps I've just been reading too much into my Jean Baudrillard...