The amount of money that courses through collegiate athletics is staggering—billion-dollar TV contracts, coaches' salaries, luxurious locker and weight rooms, chartered air travel, apparel and ticket sales, and more. The primary drivers of this revenue—the athletes themselves—are prohibited from sharing in the money; they are also barred from earning outside income on their own that might be attributable in some attenuated way to their status as athletes. The governing body for college sports, the National Collegiate Athletic Association (NCAA), has been unwilling to address the iniquities of this model, and pressure has steadily built over the years for change.