NCAA President: No Pay for Athletes: The NCAA's new president said that there will be no payments for athletes on his watch. "They are student-athletes. They are not our employees, they don't work for us," said Mark Emmert. "They get to have experiences that very few students get a chance to enjoy." College football generated $2.2 billion in revenue in 2010. College basketball generated $4.55 billion in ad revenue from 2000 to 2009.