Neoliberalism has reshaped higher education and athletics, transforming universities into market-driven entities where financial considerations often eclipse educational values. This ideology promotes privatization, competition, and commercialization, leading universities to view athletics as lucrative ventures for branding and revenue. Consequently, there's been a surge in corporate sponsorships, media rights deals, and emphasis on recruiting star athletes to enhance institutional prestige. Critics argue this shift prioritizes profit over academic integrity, diverting resources away from core educational missions and exacerbating inequalities between well-funded athletic programs and others. Moreover, student-athletes face pressures akin to professional athletes, raising ethical concerns about exploitation and educational priorities. Despite claims that successful athletics programs boost institutional visibility and funding, the dominance of neoliberal principles prompts ongoing debates about the role of sports in higher education. Balancing financial imperatives with educational ideals remains a pivotal challenge for universities navigating the neoliberal landscape in athletics and beyond.