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College Sports Turned Into Cash Machines | San Antonio News
College sports is a $21 billion cash machine—but most top programs are still losing money. To survive, schools are turning stadiums into entertainment hubs with shops, hotels, and concerts, chasing year-round revenue. With athletes now earning millions via NIL deals and schools spending big to support them, athletic directors act like CEOs. From NASCAR-style jersey patches to hosting pro soccer and major concerts, schools are reimagining their operations—even forming LLCs for financial freedom. Fans pay up, demand stays strong, and the business side of college athletics is now just as vital…
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