An analysis in USA Today finds that the real value of an athletic scholarship for a single year is $120,000 for men's basketball -- more than four times the median value reported by colleges and universities at the top level of collegiate play. USA Today calculates that value as including such goods and services as coaching; academic counseling; strength and conditioning consulting; help in dealing with reporters, medical insurance and treatment; game tickets; and future earnings potential due to a college education. The article also quotes some experts questioning the newspaper's approach to the issue.
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