With college basketball season in full swing and March Madness close approaching, the attention of the sports world is centered around student athletes. Yet despite the press brought to universities by these sports, they are rarely mentioned in the mission statement or acknowledged to be as influential as they are. On this episode of Policy 360, Charles Clotfelter discusses the tremendous impact college athletics has on students, alumni, and beyond, for better or for worse, as well as what can be done to reform how schools treat the business of sports as a core part of their identity. Charles Clotfelter is a professor at the Sanford School of Public Policy and author of the book Big-Time Sports in American Universities. (Cambridge University Press).