College Sports Are About to Change Again: It’s Palpable at the Final Four
As the 2024 NCAA Final Four unfolds, one thing is abundantly clear: college sports are on the brink of another massive shift. The atmosphere in the arena is electric, with fans and athletes alike feeling the excitement of March Madness, but underneath the cheers and high-flying dunks, a palpable sense of change looms over the college athletics landscape.
In recent years, the world of college sports has experienced seismic changes. From the introduction of NIL (Name, Image, Likeness) deals to the conference realignment frenzy, it’s clear that the foundation of college athletics is being reshaped. These changes, which were once theoretical, are now in full swing, and the impact is being felt across every level of college sports—from recruiting to broadcasting to fan engagement.
One of the most immediate and obvious changes has been the rise of NIL deals. College athletes, once limited to scholarships and the occasional promotional opportunity, now have the ability to profit off their name, image, and likeness. This transformation has not only affected athletes’ financial futures but also their approach to recruitment and team dynamics. High-profile athletes now have more control over their careers, and with this newfound power, college sports have become a more competitive and business-driven environment.
At the Final Four, NIL deals are a topic of frequent discussion. Players have the chance to leverage their performance on the national stage into lucrative endorsement deals. As a result, recruiting and team-building strategies are evolving. Programs are not only vying for the best talent but also working to ensure that their athletes have access to the most robust NIL opportunities. Schools with strong media presence and location benefits, such as Los Angeles or New York, are particularly poised to capitalize on this new era of college sports.
On top of NIL, another major change to college athletics is the rapid realignment of conferences. Traditional powerhouses like the University of Southern California and UCLA are now part of the Big Ten, while schools like Oklahoma and Texas have made their move to the SEC. This shift has changed the very structure of college sports, with rivalries once built on geography now being diluted in favor of bigger television contracts and national exposure. The ramifications of this realignment are especially visible at events like the Final Four, where teams from all over the country meet and fans begin to realize that the familiar dynamics of college sports are becoming a thing of the past.
Fans are still adjusting to these changes, and while some welcome the increased exposure and opportunities, others worry about the erosion of tradition. The historic rivalries and regional ties that once defined college athletics seem to be fading, replaced by a more commercialized, nationwide system that prioritizes TV deals and revenue generation over local connections. At the Final Four, where the pageantry and passion of college basketball are on full display, this tension is tangible.
Beyond realignment and NIL, there’s also a growing conversation about player empowerment. Athletes are now more vocal about their rights and the need for better compensation, healthcare, and support. The success of players like former NCAA athletes who transitioned into the NBA or NFL with financial backing from NIL deals has encouraged more athletes to consider their options carefully. With the transfer portal now allowing for greater player movement, teams are seeing more turnover than ever before, and the days of a player staying with one program for four years are quickly becoming a thing of the past.
The implications of all these changes are profound. The NCAA’s model of amateurism is increasingly under scrutiny, and there’s a growing conversation about whether the traditional structure of college sports can continue to exist in its current form. Some believe we are heading toward a more professionalized system where athletes are compensated like their counterparts in the pros, while others hold on to the ideal of college sports as a development path for athletes, one that fosters education and personal growth.
At the Final Four, it’s clear that the winds of change are not only blowing—they’re howling. Every aspect of college athletics, from recruiting to team management to broadcasting, is being transformed. As fans cheer for their teams, they are also witnessing the beginning of a new era in college sports, one that will likely look very different from the traditional college sports landscape that once defined the NCAA. While the future is still uncertain, one thing is for sure: college sports will never be the same again.
