Chapter 10 – Antitrust Law—Restraints of Trade
would take disciplinary action against any CFA member that complied with the CFA-NBC
contract. Respondents then commenced an action in federal district court which, after an
extended trial, held that the controls exercised by the NCAA over the televising of college
football games violated §1 of the Sherman Act, and accordingly granted injunctive relief.
Held: The NCAA’s television plan violates §1 of the Sherman Act.
1. While the plans constitute horizontal price fixing and output limitation, restraints that
ordinarily would be held “illegal per se,” it would be inappropriate to apply a per se rule
in this case, where it involves an industry in which horizontal restraints on competition
are essential if the product is to be available at all. The NCAA and its members market
competition themselves—contests between competing institutions. Thus, despite the
fact that restraints on the ability of NCAA members to compete in terms of price and
output are involved, a fair evaluation of their competitive character requires
consideration, under the rule of reason, of the NCAA’s justifications for the restraints.
2. The NCAA television plan on its face constitutes a restraint upon the operation of a free
market, and the district court’s findings establish that the plan has operated to raise
price and reduce output, both of which are unresponsive to consumer preference.
Under the rule of reason, these hallmarks of anti-competitive behavior place upon the
NCAA a heavy burden of establishing an affirmative defense that competitively justifies
this apparent deviation from the operations of a free market. The NCAA’s argument that
its television plan can have no significant anti-competitive effect since it has no market
power must be rejected. As a matter of law, the absence of proof of market power does
not justify a naked restriction on price or output; and, as a factual matter, it is evident
from the record that the NCAA does possess market power.
3. The record does not support the NCAA’s proffered justification for its television plan that
it constitutes a cooperative “joint venture” which assists in the marketing of broadcast
rights and hence is pro-competitive.
4. Nor, contrary to the NCAA’s assertion, does the television plan protect live
attendance, since, under the plan, games are televised during all hours that college
football games are played. Moreover, by seeking to insulate live ticket sales from the full
spectrum of competition because of its assumption that the product itself is insufficiently
attractive to draw live attendance when faced with competition from televised games,
the NCAA forwards a justification that is inconsistent with the Sherman Act’s basic
policy. “The rule of reason does not support a defense based on the assumption that
competition itself is unreasonable.” National Society of Professional Engineers v. United
States, 435 U.S. 679, 696.
5. The interest in maintaining a competitive balance among amateur athletic teams that
the NCAA asserts as a further justification for its television plan is not related to any
neutral standard or to any readily identifiable group of competitors. The television plan
is not even arguably tailored to serve such an interest. It does not regulate the amount
of money that any college may spend on its football program or the way the colleges
may use their football program revenues, but simply imposes a restriction on one
source of revenue that is more important to some colleges than to others. There is no
evidence that such restriction produces any greater measure of equality throughout the
NCAA than would a restriction on alumni donations, tuition rates, or any other
revenue-producing activity. Moreover, the district court’s well-supported finding, that
many more games would be televised in a free market than under the NCAA plan, is a
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