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What is a top college athlete worth?

The O'Bannon vs. NCAA case is about who should benefit from marketing college athletes' names and images.

But what is a top college athlete really worth?

A recent study for the National College Players Association, an advocacy group for college athletes. They study, led by Drexel University Sports Management Professor Ellen J. Staurowsky and NCPA president Ramogi Huma, contends college athletes miss out on megadollars.

The study, entitled "The $6 Billion Heist: Robbing College Athletes Under the Guise of Amateurism" argues that if allowed to access the fair market value that NFL and NBA players currently have, the average Division I football and basketball players would have been worth between $137,357 and $289,031 during the 2011-12 season, not including commercial endorsements.

As for scholarships, the study contends that the perception of a "full ride" is flawed. For the 2011-2012 academic year, the average annual scholarship shortfall (out of pocket expenses) for each Division I scholarship athlete was $3,285. Also, the percentage of Division I schools whose "full" athletic scholarships leave their players living below the poverty level is 82 percent for those athletes who live on campus; 90 percent for athletes who live off campus.

Antonya English, Times staff writer

What is a top college athlete worth? 06/18/13 [Last modified: Tuesday, June 18, 2013 4:42pm]
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