Can't the students start their own league? Internet broadcast the plays, etc. I mean NCAA is just a relic of the old TV epoch and is ready to be disrupted. Maybe we'll see some startup for it.
For a new sport sure, e-sports don’t play by NCAA rules.
However like most monopolies it’s not just network effects, they heavily protect themselves. Anything that makes you a professional athlete permanently kicks you out of NCAA scholarships etc. So, students are going to have a huge issue getting something off the ground, but they have a lot more leverage if students suddenly boycotted the Rose Bowl etc.
The NCAA need to seem important, which means they need people to break the rules regularly and be punished for it. That’s just one of many ways their fucking over students for the NCAA’s benefit.
The appropriate response is for students to boycott the NCAA, but socially and financially that is a huge hit. Normally the way around this is a union, but good luck getting one started.