In March of 1979, the center of the NCAA sports world landed in Salt Lake City to witness history. Magic Johnson faced Larry Bird for the NCAA championship on the floor of the old Special Events Center — now the Huntsman Center.
The game would help launch a new era of sports television money, branding, and big personalities. A modern American spectacle was born: Magic vs. Bird face-offs would be legendary. It was the beginning of a new era of celebrity basketball.
Back then, the average Utahn wasn’t rich, but there was still a basic bargain in place: if you worked hard, got married, started a family, and lived somewhat responsibly, there was a decent chance you could still buy a home and build a stable life. A house in Salt Lake City cost around $30- $65,000. The average Utahn earned a fraction of that, but homeownership still felt like a ladder you could climb — not a luxury product reserved for the already connected or already wealthy.
Today, college basketball — like politics, housing, and much of American life — has become a marketplace where nearly everything is for sale. We are told this is progress because Utah is so much more famous and important today. As Salt Lake County tax payers, we are footing the bill to expand the Salt Palace in the name of “progress.”
But what it increasingly looks like is a society where institutions that once at least pretended to serve ordinary people have been reorganized to serve money and elites first.
That is not just true in sports and real estate. It is true in Utah’s government.
In this issue, we look at a BYU basketball star reportedly commanding a seven-figure payday in the NIL era — a system that has turned college athletics into a cleaner, more legalized version of what used to happen in the shadows. The point is not to blame the player. If the money is there, of course he should take it. The point is to ask what it says about a culture that can somehow produce millions for a teenager to play basketball while telling young families there is simply no realistic way to make housing affordable.
And that contradiction doesn’t stop with college sports.
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