Four-year promise good PR move for USC
June, 23, 2014
By Ted Miller | ESPN.com
Lawyers get busted on plenty. Rightfully so. They often make a living out of complicating the simple. The best lawyers elevate disingenuousness to an art form.
Yet litigation and opportunistic lawyers are forcing the NCAA -- read: college football and men's basketball -- to grow up. In the presently pitched courtroom battle of the disingenuous known as the O'Bannon v. NCAA antitrust class action lawsuit, the NCAA's already tattered credibility is hemorrhaging, and that is good news for young athletes and folks who appreciate gestures aimed at advancing toward equity and fairness in games that have long graduated from amateur to big business.
Take USC, which on Monday announced that it will now offer "four-year athletic scholarships to all scholarship student-athletes in the revenue sports of football and men's and women's basketball in lieu of the current practice of offering one-year renewable scholarships."
Gary A. Vasquez/USA TODAY SportsUSC AD Pat Haden says moving to four-year scholarships for football and basketball will help 'refocus on student-athlete welfare.'
"In taking this action, USC hopes to help lead the effort to refocus on student-athlete welfare on and off the field," athletic director Pat Haden said in a statement.
First of all, we should not get carried away with this decision, which will be effective July 1. While this is unquestionably a positive move and a benefit for revenue sports athletes at USC, it's also mostly about being proactive and getting some good publicity, not institutional sacrifice.
For one, most schools, including USC, haven't been ruthlessly Machiavellian about the one-year deals. If an athlete signs, stays out of trouble and is positive in the locker room, it's rare for a school to cut him or her loose just because he or she falls short of athletic expectations.
Sure, some coaches get creative with practices that amount to cutting players. More than a few of those "injury retirements" are mutual separations between athlete and team that allow said athlete to remain on full scholarship as a student. Sure, a coach is more likely to dismiss a 20-year-old sophomore bench warmer after a citation as a minor in possession of a beer than he is a star who gets hauled off to jail for a more serious offense. And, sure, a new coach sometimes makes a few statement cuts after his first spring practices to send a message about there being a new sheriff in town.
But, really, those one-year scholarships have been typically treated as four-year agreements.
Moreover, a four-year scholarship doesn't exempt an athlete from academic and behavioral standards. Know that star players will continue to be favored with more protection than marginal contributors, whatever the scholarship papers say.
Still, this is a savvy move by Haden and USC. The Trojans' athletic department will get a headline that celebrates it for fighting the good fight, for making the life of a student-athlete at USC just a little bit better, a little more secure. When you cut to the chase, that really has been what all this ominous talk -- in some quarters -- about unionizing and pay-for-play has been about: Giving athletes a better deal.
Haden, a former star QB at USC as well as a Rhodes Scholar who made big bucks in the private sector, has long been an advocate of giving athletes a better deal, though he also is adamant that it can be done without athletes unionizing and receiving salaries. As the Big Five conferences -- Pac-12, SEC, ACC, Big Ten and Big 12 -- take irrevocable steps toward more autonomy, expect to see more individual institutions look to set their own rules. These new rules, by the way, will be about finding a competitive edge as much as nobility of purpose.
For example, while USC doesn't recruit many athletes who worry about being cut or the length of their scholarship term, it is one more selling point Steve Sarkisian can bring into an athlete's living room. It's fair to assume that more than a few mommies and daddies will like the idea of a four-year promise over a one-year one.
USC isn't alone. Northwestern administrators quickly responded on Twitter on Monday that the Wildcats have been doing four-year deals since 2012 for all sports. Kudos.
The question now is whether four-year scholarships become a rule or, at least, a popular standard, or if you see a diversity of approaches among institutions in the Big Five conferences.
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