Big Time College Athletic Departments Are Taking In More Money Than Ever

Will Hobson & Steven Rich:

In September, Auburn University’s football stadium debuted one of the largest video boards in North America. At just shy of 11,000 square feet, the high-definition screen is roughly the size of a five-story building. During a test one night this summer, the glow was visible in the skies over the rural plains of eastern Alabama nearly 30 miles away.

When he announced the purchase, Auburn Athletic Director Jay Jacobs said the new board would help recruit star athletes and sell tickets. This convinced Auburn’s board of trustees to approve the $13.9 million expense even though the athletics department posted a deficit of more than $17 million the previous year, an analysis of financial records shows, one of the worst fiscal years in Auburn athletics history.