Maybe that level of athleticism should be separated from education and run as actual business with people paid as actual athletes for whatever their market value is.
Mixing institutions with an education and research purpose with sport tribalism seems like a terrible idea to begin with, adding tons of money to the mix surely can't result in anything that has anything to do with education...
But the level of strange commercialisation is just different from rest of the world. Insane amounts of money spend and revenues generated, but nothing really end up at athletes.