I believe he's referring to schools putting paying tens of millions of dollars to football coaches who flame out before their contract expires, and then said school pays tens of millions to get rid of said coach and multiple tens of millions to replace them with the next Big Shiny Wins Guaranteed coach.
Who ends up paying for that? The college bumps their attendance prices and demands more from their game coverage agreements, which the sports providers like Fox Sports, ESPN, NBC, CBS, or ABC need to pay, raising rates they charge the Paid TV Providers to carry this content.
We had to endure Brian Kelley here in South Bend and thought he was the next Lou Holst, but found out he wasn't. He saved ND a lot of money by jumping to LSU, then cost LSU over $50 million to kick him to the curb (if bayous have curbs) when he failed to deliver on his perceived potential.
edit: Oops,
ncted already responded.