Economist - What is the value of a college scholarship or college athletic program?

http://collegead.com/value-of-duke-basketball-scholarship/

or

https://sports.yahoo.com/publicity-umbcs-upset-generated-worth-staggering-amount-money-054324907.html

or

http://www.thegazette.com/subject/sports/hawkeyes/travel-clothing-part-of-soft-dollar-benefits-of-athletics-scholarship-20180326