What a load of misrepresentation.
1. To the extent anyone is "enriched" by Big College Football, it's mostly the coaches. The rest of the money doesn't go to "the NCAA," which has an annual budget of about $750 million - which sounds like a lot until you realize there are nearly 1,300 member schools, so about $600,000 per school.
NCAA Annual Budget
2. At Ohio State, after coaches and administrators are paid and debt service addressed, the remaining funds go primarily to scholarships in our many varsity sports.
The most important beneficiaries of Big College Football are athletes in non-revenue sports who gain the opportunity of pursuing a college degree. These student-athletes get the lion's share of all the "billions of dollars" you talk about. The NCAA greedy? What a joke.