The Game of Life: Allen Sack and Ellen Staurowsky's College Athletes for Hire is an excellent account of how the NCAA, ostensibly the body through which universities deliberate on athletics policy, has become the marketing arm of the TV networks and their advertisers, an enormously powerful lobby for commercialized sports. The boosters win because they have behind them the potent social and economic forces that generate March Madness and the Chic-fil-A Peach Bowl.

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