BOULDER – George Solich doesn’t hate the players. But he starts to hate the game.

“I think college football is in a weird situation,” the CU alum and longtime Buffs booster told me recently. “It’s a very strange and difficult state of affairs at the moment because the NILs are the wild, wild west. It’s a bit like “farm club” football. I think it’s very hard to see where it’s going.”

I’ll tell you Exactly Where it goes: directly into Solich’s checkbook. And straight to the bank accounts of every CU fan or booster who wants to stick with the Coach Prime Gravy Train.

Tennessee announced it will add a 10% “talent fee” surcharge to its 2025 tickets, which is university code for “paying players directly.”

Arkansas athletic director Hunter Yurachek told the Little Rock Touchdown Club last month that the football program needs at least $12 million in NIL money each year to remain competitive with its SEC counterparts.

Michigan increased per-game season ticket prices by 6.5% for 2024, the first price increase since 2021, citing “the continued success and sustainability of our football program and future sports operations.”

Where does this lead?

Straight into your wallet.

“We need to find some revenue streams that we might not have today,” CU athletic director Rick George noted earlier this week. “I do think we will look different as we move forward. … When it comes to revenue generation, you can’t do everything. They need to make some spending cuts. And we will definitely look at it all.”

Want to know why George and new CU Chancellor Justin Schwartz will move heaven and earth to make Deion Sanders happy? We give you at least 14 million reasons.