The players, by everyone who makes money off of them.
Neither the NCAA nor the universities are required to pay workman's compensation insurance. Universities do not have to fund players for healthcare beyond their time as a player even when the injuries occurred while playing for said universities. The NCAA selling products like jerseys on players' names.
See this link.
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Big business like the ABC (ESPN), Nike, EA Sports, and others making millions off the backs of players with no shoe deals, endorsements, or any real benefit with tv contracts and such expected to reach in the billions per conference. Using the amateurism defense, something completely made up, as a reason to keep the current system going and painting it as pure and moral when the whole defense is built on a lie in order to make more money and to convince the public the NCAA is doing the right thing.
Meanwhile, a player cannot sign his name on a jersey in order to make some money, but the player does get a scholarship that is renewed year-to-year, which some coaches use and abuse tremendously at the expense of the players.
You know, that whole exploitation thing.
A monopolistic entity like the NCAA acts as a cartel and exploits the athletes like indentured servants. In no other industry would we allow this to continue. But we allow it to happen in this instance because people love their alma maters, and they love sports. Mix the two together and people will find justifications to keep the racket going no matter the working conditions.