Martin did a great job explaining a lot of the college athletics economics question. I few other things I would add…
First, most big-time intercollegiate athletic programs don’t make much money, or make money at all. In fact, the school where I work is one of the few profitable athletic departments in the country. They make enough scratch to not only cover their expenses but have some left over. Football, in particular, is the cash cow - it makes enough to cover the deficits from every intercollegiate sport. Even basketball loses money (though with Texas’ recent successes it’s probably very little, or is even edging to break even). There was an article recently, I can’t remember where, that explained how although Alabama won the national championship last year, they actually lost money on the BCS bowl game because of their revenue sharing deal with the SEC and the fact that they brought umpteen million students and staff to the trip as well.
The link between successful athletics and a school’s reputation is fairly tenuous. I’d have to look the studies up but I know the impact of athletics is often overstated. That is, schools don’t typically see a huge increase in applications when they win a championship, move to a more competitive division, etc. The Rutgers athletic department made that claim after their dream season about 5 years ago and sunk a whole lot of cash into upgrading their facilities - I don’t think it’s panned out they way they hoped.
It’s undeniable that being on TV Saturdays gives your university exposure, which means that counselors, parents, and trusted adults know the school’s name. And believe it or not, there are a lot of students that want to attend a school that has a competitive sports program. I doubt that anyone makes the decision solely on this, but it’s definitely a plus factor.
And the bulk of the cash that flows through athletics is generated through auxiliary means. Most of the budgetary appropriations for athletics that the university controls is for the academic support side of things. So there’s little chance of the coach getting his salary cut, but it’s entirely possible that the counselors and trainers could.
Bottom line, why do Tuberville and Brown get paid millions? Because they can. That’s the market value for coaches of their caliber. Alums and boosters are all too happy to donate to the cause.
I remember reading an article a while back that stated that a number of midwestern states, like Nebraska and Iowa, had college athletics coaches as their highest paid state employees - more than university presidents, agency directors, and governors.
Even as an academic I can’t say I have a huge problem with the economics of college athletics. Higher education has a real challenge in communicating what it is that we do to the populace, unless you have a family member who’s in college and you can see the value of the experience. Yes, we produce research and patents that make your life better, but that’s sort of abstract. Alumni, parents, and ordinary folk who like our colors flock to campus for events, and we can shoehorn the occasional message about our outstanding students, great faculty, and high-caliber staff. I have a number of colleagues who are quite irrational about athletics and are forever mounting crusades to dismantle athletics… they are regarded as kooks. At least at my university, athletics isn’t going anywhere.