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The sports generate a ton of revenue though. Some of it goes back to athletes via facilities, travel, equipment, training resources, but a lot is infrastructure & salaries for a bureaucracy whose #1 purpose is self sustenance.It is also why the debate has become ridiculous at times. "We bring in hundreds of millions and so deserve $x". Nah. Put every player in college basketball and football in uniforms of minor league pro teams and that revenue would be a tiny fraction of what it is now. People are cheering for their college alma mater, or a school they feel represents their state or region. They root for the laundry.
Most of the schools lose money. This is marketing, nothing more really. Yes, some schools turn a profit but they do it because it provides exposure to prospective students, and some students want the attraction of attending games and all that comes with it.