Non-profit doesn't mean “doesn’t earn profits” or “doesn’t prioritize profit”, but “doesn’t return profits to investors”.
I can't find the original HBO Real Sports link, but they go into depth about the Non-profit status and the way the funding is spent. It is a real eye opener and made me rethink how the argument that profit/revenue should be considered when dealing with the larger organizations.
Below are references, but not only highlights.
Why not? The economic value of work to the entity for which it is performed is a significant factor in the criteria under which the law now requires other formerly unpaid, often student, workers such as many interns to be paid, even when their employer is a nonprofit. Why should athletes be treated worse?
I don't think Hollywood movies are a good comparison. The studios will play accounting tricks by setting up shell companies for the purposes of screwing over the people who actually made the movie [1]. That's just pushing paper around, though: if the movies makes more than the studio spent, they turned a profit. Universities aren't doing that; many of their football programs are actual money losers, and they get that money from student tuition or the state if it's a public university.
[1] https://www.techdirt.com/articles/20121018/01054720744/holly...