Where does the NCAA's Student Assistance Fund money really go?

English: National Collegiate Athletic Association (NCAA) logo. Source: http://www1.ncaa.org/eprise/main/Public/mlp/promotions_special_events/pe_web/promo_manual/memos/identity.pdf Converted by User:King of Hearts from :Image:National Collegiate Athletic Association logo.png using Inkscape. (Photo credit: Wikipedia)

This article suggests that a lot of it goes somewhere besides athletes' pockets:

http://chronicle.com/article/NCAA-Money-for-Student/136927/?cid=at&utm_source=at&utm_medium=en

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