When we get down to 10, then down to five, eventually down to one, it won't do that one any good. Which underscores what Indiana president Myles Brand believes. Brand, most famous in the sports world for firing men's basketball coach Bob Knight last September, after Knight coached the Hoosiers to three NCAA championships and 11 Big Ten titles in 29 seasons, made national news when he offered some drastic proposals during a January speech critical of the college arms race. For example, Brand called for a limit to the days and times when basketball games might be played, a reduction of television timeouts and limiting of company logos worn on team uniforms. He believes the resulting loss of revenue might slow down the ability to pay the next gigantic coach's contract.
Brand uses the analogy of turning down the volume of college sports instead of turning it off.
Of course, all it takes is a few dissenters to keep spending. I think all of the presidents have to come together. I don't think you can do that through regulation. You have to do it through common agreement. It has to be peer pressure.