It COSTS tons of money to have these programs. Very few schools even make money on athletics, most lose a lot. Title IX means schools have to fund all the non-revenue sports as well with all the same perks. It's easy to throw the "billions$$" term around, but the vast majority of the schools aren't in the black.
Dude. please. The entire system has gone from it being something for the students to chasing the almighty dollar. The U.S. is the only country in the world that done this to college sports. If some can't afford the chase, they need to abandon it. But by basing the entire system on basically FREE labor, its a joke. And btw, when the schools get paid for televised rights, that's using their likeness. Its on TV.
You are spot on.