The intersection of law and college athletics is unique given the role that the NCAA, a private membership association, plays in defining amateurism in the United States. In the twenty-first century, college athletics has evolved into a multi-billion-dollar-a-year industry. Yet, as the revenue to college athletics skyrockets—primarily as a result of exploding media broadcast rights fees—compensation to the labor that produces the demand for this product, the college athletes, remains restricted. Increasingly, lawsuits challenge the NCAA’s efforts to protect its version of amateurism. As a result of the growing tension between ideology and commercialism, it is abundantly clear that change is coming to the landscape of college athletics.