“I’m not sure that the recession is over,” said David Stern, commissioner of the NBA, whose attendance has fallen in certain markets. Others say high unemployment figures and a reluctance of companies to hire have led to greater uncertainty among fans.
The glut of games–35 bowls this season, with many suffering from empty seats–shows that the handful of super-wealthy college programs may be the only ones truly immune from economic pressures.
Marketers are spending again, and TV advertising and sponsorship are reportedly back to pre-recession levels, SportsBusiness Journal reports. But many companies and consumers seem more willing to pay as they go, rather than to commit to long-term deals. 
                                                                                        ~ Brad Wolverton, The Chronicle
As the economy continues to progress and improve from the recession that crushed so many businesses, the omnipresent question is how future individual strategies have changed as a result. This article makes it clear that the recession has indeed altered the way business leaders in sports are more inclined to "pay as they go" rather than commit long term. With the obvious fear of future economic depressions, this mindset is having a crucial effect on sports. Once vigorous and aggressive in their pursuit, owners are now afraid of commitment and, while they acknowledge the obvious improvement of the economy, are more protective of the assets they have. It is curious as to how this short-termed ideology will affect the athletic industry in the future, in college and the pros. Enjoy the article.