The entire premise of amateur athletics, and long standing rule for maintaining amateur status has been, " no pay for play". Why should that change?
If colleges cannot market and profit from its sports, the college athletics we have today become a thing of the past. The money the student athletes receive now via scholarship is more than enough, and certainly as much, if not more than other college students receive.
Why do we want to manage / dictate how the colleges market, and profit? These athletes are not captive, they can choose to not play amateur sports, and start a side job, and make as much money as they want. If they want to accept the GIFT of attending college on scholarship, they also choose to allow the school to subsidize their investments however they see fit, and not be forced to redistribute the profits. If the colleges are FORCED to share profits, then be ready for the scholarship $ to be drastically reduced. There is no money tree that can be used to fund both.
Again, it's totally up to the athlete, he or she is not forced to attend any school, just like any of us are not forced to accept any job that we do not want. There just isn't enough money to have it both ways....of course unless everyone is willing to pay $500 per ticket, $50 to park, and $20 for a hot dog.