Arete, Sport and Society, American Sport History,
They call them revenue streams. You can fish in them but there are no fish to be caught, at least the kind that has gills and fins. Some athletic directors have nightmares in which the streams dry up. Others have dreams in which they discover new streams where no one has fished before. This is the Athletic Director's wet dream.
Sport and Society for Arete
College of Arts and Humanities
Crepeau, Richard C., "Insuring Mr. Booster" (2007). On Sport and Society. 760.