For which the players receive, via scholarships, FREE education, health care, training meals, access to facilities, etc.  You may believe they should also be paid in addition to those "free services" and that is fine but let's not pretend they are getting nothing in return. As well, if you follow college basketball, many schools LOSE money. To make a blanket statement about the NCAA raking in millions is not an accurate measurement of profit. So not only are some schools spending more than they bring in, the athletes on their teams still receive their "free services." It is not the straight line you suggest.