Even As It Lays the Groundwork For Monetizing Sports Betting, NCAA Denies Trying to Do So Adam Zagoria, Forbes · December 7, 2018 at 3:24 pm The NCAA says it is not looking to monetize legalized sports betting even as it is laying the groundwork to do exactly that. “We’re certainly not looking at from the NCAA’s point of view, ‘How do we monetize this great opportunity?’” NCAA President Mark Emmert said Wednesday at the Learfield Intercollegiate Athletics Forum in New York. “But at the same time you have to recognize that for us, this is mostly about how do you maintain the integrity of the game? How do you fit this into the collegiate model of the game? How do you work with your media partners?