Athletics is an "auxilliary enterprise" at most educational institutions. It's self-funding, thanks to alumni donations and a few high-revenue sports (basketball and football for most, maybe hockey in some areas) that fund scholarships in all the non-revenue sports like rowing, golf, track and field, etc.
People like to gripe when the football coach makes more than the university president, but the football program funds that, scholarships for the players, and much more.
That assumption seems to be in doubt.
https://www.sbnation.com/college-football/2014/7/9/5885433/n...
http://www.stanforddaily.com/2011/03/09/1046687/
https://sports.vice.com/en_us/article/vvan54/how-much-is-a-d...
http://www.nytimes.com/2006/07/13/sports/13cnd-auburn.html?m...
http://www.npr.org/2012/11/17/165345780/online-courses-keep-...