College Sports in a New Money Game

Washington State University is now part of a fast‑moving world where athletes can earn money and transfer schools at will. The old rules that kept players in one place for years have been replaced by a free‑market system. Players can now enter the transfer portal and move whenever they want, as long as they still have eligibility. They can also sign deals that let them profit from their name, image and likeness, or NIL for short. These changes mean that schools with big fan bases can outspend smaller programs. Washington State, for example, has lost a top quarterback to Miami after he was offered a $2 million deal. That player later became the first pick in the NFL draft. The university can offer NIL contracts, but it often ends up behind schools that have larger budgets and more alumni giving.A new settlement, called House v. NCAA, allows universities to give up to $20. 5 million a year to athletes, but the money must come from donors. Washington State’s “Cougar Collective” and a new “Cougar Athletic Fund” help funnel donations into player contracts. Yet the university still struggles to raise enough money because its culture has historically focused on academics rather than athletics. The transfer portal and NIL deals have also created a new recruiting strategy. Coaches now highlight the potential for big money when they talk to prospects, instead of just offering a degree. This shift has made the sport feel less about teamwork and more like a business competition. Experts say Washington State must rely on developing talent rather than buying it. If the university can nurture players and prove they will earn high salaries later, it may attract athletes who are willing to stay. Still, the free‑market environment makes it hard for smaller schools to keep their best players.