College amateur hour is dead. Long live the revenue-sharing arms race.

Starting this fiscal year, colleges and universities are now able to directly pay their student athletes thanks to the so-called House settlement. The multibillion-dollar settlement ended three antitrust lawsuits against the NCAA that claimed the organization was limiting the earning power of college athletes.

Along with the 2021 name, image and likeness changes that allowed players to be compensated by third parties for their personal brand, the House settlement is helping to address the historic exploitation of the talents of college athletes. CU Boulder made nearly $35 million in football ticket sales during the 2024 season — that’s not possible without these student-athletes.

But for all the positives that

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