In 2019, the Power Five FBS football conferences generated over $2.9 billion in revenue. The Big Ten Conference generated more than a quarter of that total, leading all over conferences in revenue generated at over $780 million. While the NCAA is in the process of evaluating rule changes that would allow student-athletes to engage in certain sponsorship agreements, student-athlete compensation has historically been limited to academic scholarships. But while both salaries and in-kind payments have increased significantly for coaches, "pay" to student-athletes has remained capped.