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by Mark Yost (Author)
In Varsity Green, Mark Yost cuts through clichés and common misconceptions to take a hard-eyed look at the current state of college athletics. He takes readers behind the scenes of the conspicuous and high-revenue business of college sports in order to dissect the enormous television revenues, merchandising rights, bowl game payoffs, sneaker contracts, and endorsement deals that often pay state university coaches more than the college president, or even the governor. Money in college sports is nothing new. But readers will be amazed at the alarming depth and breadth of influence, both financial and otherwise, that college sports has within our culture. Readers will learn how academic institutions capitalize on the success of their athletic programs, and what role sports-based revenues play across campus, from the training room to the science lab. Yost pays particular attention to the climate that big-money athletics has created over the past decade, as both the NCAA's March Madness and the Bowl Championship Series have become multi-billion dollar businesses. This analysis goes well beyond campus, showing how the corrupting influences that drive college athletics today have affected every aspect of youth sports, and have seeped into our communities in ways that we would not otherwise suspect. This book is not only for the players, policymakers, and other insiders who are affected by the changing economics of college athletics; it is a must-read for any sports fan who engages with the NCAA and deserves to see the business behind the game.
Author Biography
Mark Yost has written about the business of sports for The Wall Street Journal, Sports Business Journal and other publications for more than 20 years. His work has also appeared in The New York Times, Sports Illustrated, and SmartMoney. A native of Brooklyn and a lifelong Yankees fan, he lives in Chicago with his son, George.
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Description
by Mark Yost (Author)
In Varsity Green, Mark Yost cuts through clichés and common misconceptions to take a hard-eyed look at the current state of college athletics. He takes readers behind the scenes of the conspicuous and high-revenue business of college sports in order to dissect the enormous television revenues, merchandising rights, bowl game payoffs, sneaker contracts, and endorsement deals that often pay state university coaches more than the college president, or even the governor. Money in college sports is nothing new. But readers will be amazed at the alarming depth and breadth of influence, both financial and otherwise, that college sports has within our culture. Readers will learn how academic institutions capitalize on the success of their athletic programs, and what role sports-based revenues play across campus, from the training room to the science lab. Yost pays particular attention to the climate that big-money athletics has created over the past decade, as both the NCAA's March Madness and the Bowl Championship Series have become multi-billion dollar businesses. This analysis goes well beyond campus, showing how the corrupting influences that drive college athletics today have affected every aspect of youth sports, and have seeped into our communities in ways that we would not otherwise suspect. This book is not only for the players, policymakers, and other insiders who are affected by the changing economics of college athletics; it is a must-read for any sports fan who engages with the NCAA and deserves to see the business behind the game.
Author Biography
Mark Yost has written about the business of sports for The Wall Street Journal, Sports Business Journal and other publications for more than 20 years. His work has also appeared in The New York Times, Sports Illustrated, and SmartMoney. A native of Brooklyn and a lifelong Yankees fan, he lives in Chicago with his son, George.
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