Which item is NOT a direct effect of media rights and licensing agreements on an athletics department?

• A. They determine institutional control policies.
• B. They provide revenue.
• C. They influence scheduling and exposure.
• D. They require compliance with rights-holders’ terms.

Answer: (A)

Media rights and licensing deals have direct, tangible effects on an athletics department in several ways: they generate revenue through TV contracts, streaming, and licensing fees; they shape scheduling and exposure by dictating broadcast windows, game times, and promotional commitments to maximize audience and media value; and they require compliance with specific terms set by rights-holders, covering usage rights, branding, and distribution. Institutional control policies, however, are established by the university and conference governance rather than being dictated by these media agreements, so they are not a direct result of media rights and licensing. Hence, the statement about institutional control policies is not a direct effect.