FRONTLINE takes an inside look at the multibillion dollar business of the NCAA and its brand of amateur college sports. Correspondent Lowell Bergman gains access to Sonny Vaccaro, a former marketing executive at Nike, Adidas, and Reebok who helped bring about the rapid commercialization of college basketball. Vaccaro’s success made coaches, administrators, and companies rich. But the players remain at the mercy of the NCAA, which, despite a new $10.8 billion contract for its basketball tournament, has continued to insist that the athletes don’t get paid. [Explore more stories on the original website for Money and March Madness.