With the recent victory, the association has shown signs that it cannot defend its amateurism model for much longer.
College-sports fans have generally become desensitized to the cognitive dissonances of the NCAA’s amateurism policies. The rules, which prevent the payment of cash or other “extra benefits” to student athletes or their families, are necessary to retain the purity of amateur competition, according to the association. Without such restrictions, supporters argue, NCAA sports would devolve into just another minor league of professional sports, with capitalism becoming the athletes’ sole driving source of loyalty to their university. These guidelines usually operate in the public consciousness as a low hum—background noise that doesn’t distract from the compelling sporting events that audiences allow themselves to enjoy. But every now and then, the humming erupts into a roar. And in those moments, viewers are forced to confront the system they have embraced. Odell Beckham Jr. delivered one of those moments last week.