You guys are missing the whole picture. If bloom was allowed to keep his sponserships for skiing it would open the door to so much underhanded boosters/alumni sponsoring of other athletes in order to attract them to their university. Say you have super star football player who wants to go to said university, yet they can't give him the whole scholarship he needs, so the rich alumni booster decides to fund him through a sponsorship for another 'sport'. Everything would turn into a scam for collegiate athletes.