Last year, the Educational Foundation wasn't able to meet its scholarship obligations for the first time in the club's history. It was hundreds of thousands of dollars short - a sure sign that the increase in the athletic scholarship budget over time has taken its toll.
Officials need to find a way to fill the gap. If members of the University community don't want to see money for athletic scholarships coming out of funds from future tuition hikes, they should be open to other revenue sources - and the prospect of corporate signage in UNC's sports venues is just as good a place as any to start.
Longtime Tar Heels might be clenching their teeth at the thought of the Smith Center and Kenan Stadium being adorned with companies' signs. But officials aren't going overboard, and if they eventually go ahead with signage, they aren't going to be callous.
They undoubtedly have as much pride in the appearance of Tar Heel venues as hardcore fans do. It's a safe bet that they'll be tasteful and mindful of tradition in their use of any type of signage.
Envisioning company names and logos in Kenan Stadium - and then equating that possibility to a loss of innocence - is misguided.
UNC sports, and college athletics in general, has already lost that innocence. Observers might be reminded of that loss with every glimpse of the Nike swoosh on Tar Heel uniforms. They become more aware of the role of money in college sports whenever they read about massive contracts for broadcasting rights and post-season paydays.
Take a look at the salaries that today's top coaches are being paid. Many football coaches are getting millions. Mike Krzyzewski makes an estimated $1.6 million per year coaching the Blue Devils. Tubby Smith of Kentucky could net an average of $2.5 million if he makes all the right moves on the sideline.
UNC's very own Roy Williams has a consulting contract with Nike in addition to his combination of base salary and deferred income. But his financial dealings off the court don't detract from his status as a class act and a fine motivator of young men.
Similarly, placing signs in the Smith Center and Kenan Stadium won't take away from their importance. The former will always be the house of the 1993 NCAA men's basketball champions and many other wonderful hoops squads, and the latter will always be the hallowed ground where the underdog Tar Heels took out the heavily favored Miami Hurricanes this year.