College sports create undeniable campus pride and identity, but spending has increased so fast it's taking money from academics and student services.
The University of Cincinnati and Miami University in Oxford, Ohio, for example, added $6 million and $1.2 million, respectively, this year to prop up their already heavily subsidized sports programs and keep up in the national arms race.
"There's always a ripple effect. They say, 'We've got to keep up to be competitive,'" said Brit Kirwan, chancellor of the University System of Maryland and co-chairman of the Knight Commission on Intercollegiate Athletics. "When we reach the breaking point, I don't know."