Royalties from this book benefit students through donations to the Dr. Gerald S. Gurney Retention Scholarship Fund.
An unapologetic insider’s account of the corruption and greed in college sports.
College sports may have begun as a benign attraction, but it has since morphed into quasi-professional athletic leagues that exploit higher education, taxpayers, and students. A foremost expert in ethics in intercollegiate athletics, Dr. Gerald Gurney spent his career fighting the greed, collusion, and corruption among college presidents, athletic directors, and coaches, playing a pivotal role in the movement for athlete well-being and academic integrity.
The Cost of Winning: An Insider's Perspective on Exploitation and Greed in College Sports is Dr. Gurney’s candid memoir, covering his 40-plus years working directly with athletes as they struggled to achieve the dream of a meaningful college degree and a chance at a professional athletic career. He saw firsthand the exploitation of these athletes and the blatant disregard for their education, even as universities touted the educational and character-building values of intercollegiate athletics. Dr. Gurney reveals how academic fraud works at too many NCAA Division I institutions, the lengths individuals and entire programs will go to in order to win, and the unsustainable path in athletic spending.
More than a memoir, The Cost of Winning is an honest, brave, and fascinating account of some of the most remarkable triumphs and disasters in college sports history—an unapologetic depiction of the well-sheltered inner workings of major college athletic programs and prospects for change.
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— David Boren, past president, University of Oklahoma
“As a keen observer, Gerald Gurney gives us real insight into the challenges facing college athletics. He devoted much of his professional life to making academic achievement for student-athletes a core mission. This memoir describes his efforts to do just that.”
— Mary Willingham, co-author of Cheated: The UNC Scandal, the Education of Athletes, and the Future of Big-Time College Sports
“The Cost of Winning is essential reading for college sports enthusiasts. Dr. Gurney compellingly illustrates the winners and losers in big-time college sports—a game that profits from the exploitation of athletes.”
— Donna A. Lopiano, PhD, president of Sports Management Resources, past president of The Drake Group, co-author of Unwinding Madness
“Dr. Gurney stands out as an expert in both rules compliance and academic support, combining deep experience with unwavering integrity. With knowledge of the inner workings and hidden secrets of college athletics, Gurney’s insights offer a genuine and unfiltered perspective on the field and provide a crucial and honest view of the complexities of college sports.”
— Steve Owens, 1969 Heisman Trophy winner; athletic director, University of Oklahoma, 1996-1997
“Dr. Gerald Gurney was a great man. He was a pleasure to work with when I was athletic director at the University of Oklahoma. His goal was to graduate every student-athlete. A man of great character and integrity.”
— Richard M. Southall, EdD, professor, Department of Sport and Entertainment Management; director, College Sport Research Institute (CSRI), University of South Carolina
“Each chapter in The Cost of Winning reminded me of what a privilege it was to learn from Gerry. His memoir critiques the commercialization of college sports and follows his journey as an advocate for exploited college athletes. This book is a must-read for anyone wanting to understand the true ‘cost of winning.’”
— Ellen J. Staurowsky, EdD, professor of sports media, Ithaca College
“In this poignant memoir, Gerald Gurney provides an insider’s view of the challenges in supporting the academic goals of college athletes. He reveals how a multi-billion-dollar industry promotes a narrative of academic success while undermining these athletes’ chances to benefit from their promised educations. The Cost of Winning reflects Gurney’s efforts to hold NCAA officials accountable.”
— Andrew Zimbalist, PhD, professor emeritus of economics, Smith College; co-author of Unwinding Madness
“In The Cost of Winning, Gerald Gurney offers an insightful look at the pitfalls of college sports and the struggles to course-correct. For anyone eager to understand the evolution of intercollegiate athletics, this book is for you.”
— Ursula Gurney, deputy athletics director, University of Missouri Kansas City; former president of the National Association of Academics and Student-Athlete Development Professionals (N4A)
“Dr. Gerald Gurney was an outstanding leader in college athletics. He challenged us to think critically and focus on the welfare of student-athletes.”
— Brian Davis, educational consultant and former athletic administrator, University of North Carolina and University of Texas; Gurney mentee and former Iowa State University student-athlete
“Gerald Gurney’s The Cost of Winning gives a rare look at big-time college athletics from the academic perspective. This book is a testament to his devotion to supporting college students.”
— Jon Ericson, founder of The Drake Group
“The Cost of Winning explains why there is corruption in college sports: people cave. Faculty cave; administrators cave; presidents cave. Where most cave, Gerald Gurney stood tall. Color him, Professor of Courage.”
— Max Weitzenhoffer, faculty and former regent, University of Oklahoma
“As a friend and mentor, Dr. Gurney was the preeminent authority on collegiate athletics.”
— Renaldo Works, former University of Oklahoma student-athlete and NFL athlete; National Football Foundation National Scholar-Athlete
“As a mentor and friend, Dr. Gurney’s unwavering support helped me graduate and equipped me for life after athletics. His impact on my journey has been profound.”
— Lynn Lashbrook, EdD, president and founder of Sports Management Worldwide
“When Bob Hitch became the AD of SMU, I knew Gerry Gurney was the right choice. The full story of this pivotal time is revealed in The Cost of Winning. Anyone aspiring to a career in this field must read it.”
— Annette Bryntesson-Moran, assistant dean of students, University of Oklahoma College of Engineering; Gurney mentee and former University of Oklahoma student-athlete
“There are no words to describe what Dr. Gurney meant to me. He supported me and gave me opportunities that changed my life. I would not be where I am today without him.”
— Carl Anthony Pendleton, police captain, City of Norman; former University of Oklahoma student-athlete