On a macro level, I think that's the problem here. College athletics on the surface are supposed to be about teaching kids life skills and preparing the lucky few for an eventual career as a professional athlete right? Except if the whole system is built around funneling as much money as possible to corporations that use athletes to sell products, it's highly unlikely that the best interest of the athletes themselves is being served by anyone.
The DeAnthony Melton case is just a small example of that. He's targeted by these people because he's playing well enough to merit NBA consideration and suddenly you've got agents and coaches talking about money behind his back and making promises and handshake deals and then as soon as the threat of sanctions is even a remote possibility the University itself essentially abandons him to his own devices. I work for USC -- it brings me no joy to say this, but I'm ashamed of the way Melton was treated by everyone involved and I think it puts the lie on the face of the whole "Trojan Family" mantra that apparently applies to everyone except athletes. One of our (ex) coaches is directly involved. 19 and 20 year olds can and do make mistakes all the time -- but the paid staff that's supposed to be helping them obviously knows better and those are the people who need to be punished.
At the end of the day the coaches (some of them anyway) will be dismissed but they get to keep however many millions they've pocketed over the years. Sean Miller at Arizona apparently gets to keep his entire salary whether he's fired with cause or not. Nobody is coming after Nike or Adidas -- just the unfortunate underlings following orders who will be cut loose as quickly as USC washed their hands of Melton. But the kids who just want to play basketball who's lives are screwed up because they got bad advice from all these people who really had no interest in them at all other than their ability to make them money -- those kids don't get a second chance to re-enlist in college, reclaim their scholarships, finish their degree.
You could say that there's no harm in colleges paying top recruits to play there. They generate money for the school through TV deals and jersey and ticket sales anyway right? Shouldn't they be getting a cut? To that I say absolutely! But the way it's done now is more like organized crime. Maybe there's a way to legitimately pay these kids a fair cut so we don't have all these vultures circling around slipping them envelopes of cash and writing contracts out on napkins or however this is done.
Here's another article about what's going on with this investigation.
The trap is operated by sports agents, coaches and financial advisers who lock promising young players into their networks, controlling their careers through college and the NBA, all to maximize their value to apparel companies intent on driving sales in the multibillion-dollar sneaker market.
It can take different forms. Often a player has no idea he is being played. Often his parents, coaches or friends — the people he most trusts most — are active participants. And once a prospect or his family takes the bait by accepting cash or plane tickets or hotel rooms or any other benefit, the trap door snaps shut.
With his amateur eligibility damaged, his basketball career may no longer be his own.
The NCAA is complicit in allowing this to happen. We all know this kind of thing has been going on for decades. I've been trying to figure out why it is that certain schools and players get busted while others are allowed to continue the behavior unabated. I think it has something to do with the illusion of conformity. As long as an example is made out of a few very public offenders, the rest can go on pretending like they're all on the up and up.
I remain skeptical though that anyone involved will make an effort to improve things. Even with the FBI now involved. The marketing money involved is astronomical -- that's the carrot on the stick. And if the carrot is big enough, the bat you're going to need to dissuade people from chasing it is going to need to be of equivalent size to actually work as a deterrent. I'm talking "break up the major apparel companies with federal anti-trust legislation" size -- which is an enormous task that I don't think anyone is willing to take on.