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  • TIME

    WHAT PLAYERS DESERVE

    by Taylor Branch Apr 08, 2019 4 minutes
    The NCAA estimated it would take in over $800 million in revenue for the broadcast and licensing rights to this year’s March Madness

    The annual March Madness heist is under way. Let’s take a peek behind the curtain: while the cameras show supremely gifted college athletes delivering drama and thrills on the court, the NCAA has licensed every television broadcast to hoard a bonanza for people who never touch the ball.

    Well-meaning voices call for the NCAA to pay players, but this demand is misguided.

    No college should be required to pay athletes, and no pay structure needs to be planned. The central question is whether college athletes should have the bargaining rights that other Americans take for granted. On this point, the NCAA is deaf to persuasion. It will hang on to its windfall tenaciously.

    The NCAA system is not a creation of law. It’s a

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