The "Front Porch" 1 primary objectives: increase the exposure for our student-athletes and coaches, as well as for our world-class faculty and their research; create new revenue streams in the form of TV payouts, licensing, sponsorships, philanthropy and ticket sales; and provide long-term stability for the Texas A&M brand in a period of significant athletic conference upheaval. The SEC is widely recognized as the nation's top athletic conference, and through its extensive media partnerships with ESPN and CBS, the national exposure generated by the league is unparalleled . . . Today, because of these efforts, Texas A&M is widely recognized as one of the hottest college brands in the country. (Stephenson, 2013, para. 9)As another example, think of a major university for which you have minimal familiarity. What is the first image or phrase that comes to mind? Rock Chalk Jayhawk (University of Kansas)? Roll Tide (University of Alabama)?The blue turf at Boise State University? Mike Krzyweski (Duke University)? These are all illustrations of athletics symbols, traditions, and individuals for which major colleges and universities are known nationally and internationally. Thus, in this text, we explore the increasingly entangled relationship between the university and athletic department in this age of big-time college sports. We specifically focus on the many methods in which athletics relies on the university for funding, and in turn the ways in which the university uses these very visible athletic departments to enhance their brand and, ultimately, increase their bottom line through increased enrollment, donations, and similar strategies. The overarching goal of this monograph is to highlight the impact and consequences of the financial and cultural relationships that exist between universities and athletic departments at the NCAA Division I level. We begin with a discussion of the history of the NCAA to set the context for this discussion.