AP Sports Writers
MIAMI (AP) -- After decades when paying college athletes was thought to violate the spirit of amateurism, the enormous television revenue generated by sports -- football and basketball in particular -- and the long hours of work by the players have changed the debate.
The head of the NCAA now supports a stipend for athletes to cover costs beyond tuition, books and fees, and both coaches in Monday's BCS championship between No. 1 Notre Dame and No. 2 Alabama spoke in support of the idea in the days before the game.
The question is no longer whether to cut athletes a check, it's how best to do that.
"I still think the overriding factor here is that these young men put in so much time with being a student and then their responsibilities playing the sport, that they don't have an opportunity to make any money at all," Notre Dame coach Brian Kelly said Sunday.
"I want them to be college kids, and a stipend will continue to allow them to be college kids."
To get a sense of the landscape, look at the way things were when Notre Dame last won the national championship, in 1988. That season, Fighting Irish players earned scholarships worth about $10,000 per year and the school got $3 million for playing in the Fiesta Bowl to go with the revenue it made for TV appearances throughout the season. Even then, there was discussion about the disparity between benefits for the players and for the schools.
This season's Irish will get scholarships worth about $52,000 per year and the school will receive $6.2 million for playing in the title game -- to go with the $15 million NBC reportedly pays just to televise the school's regular-season home games.
While the value of that athletic scholarship has never been greater, the money being made by the schools that play big-time college football has skyrocketed, too.
NCAA President Mark Emmert believes it is time for a change.
While Emmert draws a clear distinction between the $2,000 stipend he has proposed and play-for-pay athletics, he unapologetically advocates for giving student-athletes a larger cut of a huge pie that is about to get even bigger.
The NCAA's current men's basketball tournament agreement with CBS and Turner is worth an average of more than $770 million per year, and the current Bowl Championship Series television deal -- money that goes to conferences and then is distributed to schools, with no NCAA involvement -- is worth $180 million per year.
The new college football playoff, which starts in the 2014 season, will be worth about $470 million annually to the conferences.
Emmert chides athletic programs that make major decisions guided by efforts to generate more revenue, such as switching conferences, and then complain they can't afford a stipend.
"When the world believes it's all a money grab, how can you say we can stick with the same scholarship model as 40 years ago?" he said last month.
In October 2011, the NCAA's Division I Board of Directors approved a rule change that would give colleges the option of providing athletes with a $2,000 stipend for expenses not covered by scholarships.
"It doesn't strike me as drastic by definition," said Mike Slive, commissioner of the Southeastern Conference, Alabama's league, and one of the most vocal advocates for a full-cost-of-attendance scholarship. "There is a fixed definition for a scholarship. There's no reason why it shouldn't be reviewed."
But many schools objected to the policy, and last January, the board delayed its implementation. Colleges worried about how the stipends would affect Title IX compliance and whether they'd be able to afford them.
"I do understand the economics, that it might be more difficult for some than others, but for those that can do it, it's the right thing do to and that ought to be the guiding factor," he said.
Right now, the millions of dollars schools are making through sports are often going back into athletic programs. Colleges are caught in a never-ending race with their fellow institutions to attract the best talent with the best facilities, stadiums and coaches.
The Associated Press looked at federal filings by schools in the Atlantic Coast Conference, Big 12, Big Ten, Pacific-12 (formerly the Pac-10) and Southeastern Conference.
In 2003, the members of those conferences at the time reported average athletic department revenues of $45.6 million and expenses of $42.3 million. By 2011, the current members' average revenue had increased 76.1 percent to $80.4 million. Expenses had grown at an even faster rate, up 76.5 percent to $74.6 million.