Heisman trophy winner Sam Bradford, a University of Oklahoma sophomore, performed his role, and immediately the business of buying and selling began. There were multimillion dollar deals on apparel. Celebrity performers brokered large fees for their appearances. Broadcast and other media companies offered nine-figure contracts for programming. The top names in the business received top salaries and some substantial performance bonuses. There was wheeling and dealing like nobody's business. And Bradford and those like him, even though responsible for the very acts that set all this financial flow in motion, won't receive a single dime today and have no guarantee they ever would.
Oh yeah, and Bradford got to ring the bell that opened trading on the New York Stock Exchange, too.
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