As a keen observer, Gerald Gurney gives us real insight into the challenges facing college athletics. He devoted much of his professional life to making academic achievement for student athletes a core mission. This memoir describes his efforts to do just that.

David Boren, past president, University of Oklahoma

Dr. Gerald Gurney was a great man. He was a pleasure to work with when I was athletic director at the University of Oklahoma. His goal was to graduate every student athlete. A man of great character and integrity.

Steve Owens, 1969 Heisman Trophy winner, athletic director, University of Oklahoma, 1996-1997

The Cost of Winning is essential reading for college sports enthusiasts. A story told through comedy, satire, and tragedy, Dr. Gurney’s memoir reveals that the athletic scholarship system for profit-driven sports is a charade. As he compellingly illustrates, there are winners and losers in the game of big-time college sports—a game that profits from the exploitation of athletes. This is a score that needs to change.

Mary Willingham, co-author of Cheated: The UNC Scandal, the Education of Athletes, and the Future of Big-Time College Sports

Gurney stands out as one of the rare experts in rules compliance and academic support, combining deep experience with unwavering integrity. His reputation is built on a career marked by a steadfast commitment to ethical principles, even when faced with pressure from influential coaches and college presidents. With knowledge of the inner workings and hidden secrets of college athletics, Gurney’s insights offer a genuine and unfiltered perspective on the field. His reflections are not just informed but authentic, providing a crucial and honest view of the complexities of college sports.

Donna A. Lopiano, PhD, president of Sports Management Resources and The Drake Group, co-author of Unwinding Madness

Each chapter in The Cost of Winning reminded me of what a privilege it was to learn from and work with Gerry. As I read, I could almost hear his booming voice and see his smile, as he shared his unmatched knowledge of the highs and lows of big-time college sports. Gerry’s memoir not only critiques the commercialization of college sports but also follows his journey as a dedicated advocate for exploited college athletes. This book is a must-read for anyone wanting to see beyond the facade of the Power-4 college sports industry and understand the true 'cost of winning.' Gerry’s honest and compelling account is both eye-opening and invaluable.

Richard M. Southall, EdD, professor, Department of Sport and Entertainment Management Director, College Sport Research Institute (CSRI), University of South Carolina

In this poignant memoir, Gerald Gurney provides a rare insider’s view of the challenges in supporting the academic goals of college football and men’s basketball players. He reveals how a multi-billion-dollar sports entertainment industry promotes a narrative of academic success while undermining these athletes’ chances to benefit from their promised educations. Serving as a testament to his unwavering commitment to their welfare, The Cost of Winning also reflects Gurney’s lifelong efforts to hold NCAA officials and college sports leaders accountable. Ultimately, it presents vintage Dr. Gurney, marked by pointed criticism of the NCAA and a deep respect for academic integrity and higher education in America.

Ellen J. Staurowsky, EdD, professor of sports media, Ithaca College