The value of a strong athletic program to the academic community is discussed along with proper methods of recruitment, uses of grants-in-aid, renewal and reform of sports programs, and solutions to the countless problems the "Big Game" generates. Replete with examples from literature, anthropology, psychology, and sociology, as well as from prominent sports figures--athletes and coaches--this book explores the meaning of games, both to players and to those who watch them, from prehistory to sports "unknown Scandal of 1978." Part I, "The American Big Game," examines the intentions of the game, how it became what it is today, how it relates to human nature, the game as a public art form, and the coach. Part II, "What To Tell the New President About...," discusses the student athletes and where they come from, recruiting and aid, women student athletes, black student athletes, the athletic dormitory, internal and external control, costs, the "megalopolitan" mystery, the sports media, amateurism, and "noble" experiments. It is concluded that the "Big Game" has to be brought in line with the culture and subcultures it serves and not be a victim of the media and show business. References and an index are provided. (LC)