How/why are college sports so big in America?
American football was made popular by colleges and universities, then the pro leagues formed, not the other way around. The colleges and universities spent many years and lots of money creating the market for American football. The pro leagues were formed to try to capitalize on that market. In fact, a popular anecdote is when the pro leagues were still in a fledgeling state, a college star named Jim Thorpe mentioned he was thinking of going pro, most thought he was kidding as the pro leagues were considered a joke. By the time the NFL became the powerhouse it is today, the college scene was a well entrenched participant.
(CavemanCircus.com)
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