Yes. They are sustainable for the elite 'few'. BUT, 'relegating' the rest of the competition, IF not done relative to 'sustainable' viewership, is the equation for failure.The amounts are sustainable. These ADs spend over $100 million. A few million on the most critical input is nothing.
What’s not sustainable is having no rules or regulations. Since it’s not technically pay to play, there’s still a lack of transparency and little on contracts. If athletes are deemed employees in the NCAA vs Johnson case, which this is making it clear they are, then a lot of this gets cleaned up. It won’t take long for there to be a collective bargaining agreement