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It really doesnt. Most athletic programs are money losers.
And we could have students make bricks for free and sell them at a profit in Universities too - that would be profitable and bring down tuition. Doesnt mean we should.
Universities should be for education. Not paid sporting events.
That's nice, in a kumbaya kind of way.
The fact of the matter is, serious student-athletes (which most college athletes are) tend to be vastly more successful in life and business, and make a significantly more positive impact on society in general.
What you learn in the classroom pales greatly from what you learn through athletics about persistence, teamwork, and what it takes to win and lose in life.
There's great truth to the adage, "The C students end up working for the B students, and the A students teach." And the A student who's also play athletics....they rule the world.