They are going to spend so much inking schools that it will eventually become unsustainable and they will have to jettison other parts of their business like ESPN has had to let on-air and online talent go in recent years to account for the SEC and other contracts.

They can certainly pass along the cost to consumers to a certain extent and they will be helped by folks who will now buy UCLA apparel, but it's madness that an apparel company is willing to pay almost $20 million for a school to wear its logo. I'm just very skeptical that it will be profitable for UA in the long run.