We’ll explore which sports bring in money to universities, what that money funds, and consider whether NCAA rules regarding student athletes should be revisited or revised, money’s role in the college athletic experience, and the challenges athletic directors face in balancing competing demands from the school, coaches, athletes, conferences, and the NCAA.

Guest: Joe Castiglione, Athletic Director, University of Oklahoma; named 2009 Athletic Director of the Year (Sports Business Awards).

College athletic programs losing money

PBS -- College football is a big money maker

Listen to the program: