Armen Keteyian is an eleven-time Emmy Award-winning journalist and the author or coauthor of six New York Times bestsellers, including The System and Tiger Woods. He lives in Connecticut.John Talty is the national college football writer for CBS Sports and 247Sports and the author of the Wall Street Journal bestseller The Leadership Secrets of Nick Saban. He lives in Alabama.

“This is a must-read masterpiece. At college football’s most critical moment, John Talty and Armen Keteyian have delivered a blockbuster—the definitive, spellbinding, never-before-told story of the sport’s wildest period.” — Paul Finebaum, ESPN college football analyst and New York Times bestselling author of My Conference Can Beat Your Conference: Why the SEC Still Rules College Football“No one has chronicled the increasingly bizarre world of college football with greater depth, breadth, and clarity than Armen Keteyian has. Here Keteyian and John Talty bring perspective to our current hypercharged era, with its unprecedented money, exposure, and pressure, while managing to personalize the price paid by those who still care about the sport’s soul. The chapters on the Michigan-Harbaugh saga alone justify the purchase of this great book. I wish I’d written it.” — John U. Bacon, New York Times bestselling author of Overtime: Jim Harbaugh and the Michigan Wolverines at the Crossroads of College Football"An explosive tell-all book." — Sports Illustrated"If you really want to know what’s going on in college football in the NIL era you MUST read The Price . . . . Gives you the inside scoop on everything and brilliantly told." — Seth Davis, New York Times bestselling author and college basketball reporter for CCBS Sports"Beyond fascinating. As in every page and chapter is incredible." — Tom Crean, former Indiana basketball coach and current ESPN analyst"Just finished The Price, which has a ton of revealing and interesting details about modern college football and the state of college athletics as a whole. For DMV readers specifically, there's a ton about UMD football's quest to float and then swim." — Jesse Dougherty, college sports writer for the Washington Post“A great read full of incredible stories." — Marc Daniels, co-host “The Beat of Sports Show,” WYGM-AM, Orlando, FL“A tremendous book. A must read for college football fans." — Matt Josephs, Host, “The Matt Josephs Show,” WXGI-AM, Richmond, VA“A fantastic read." — Glenn Clark, Host, “Glenn Clark Radio” podcast, Baltimore, MD“Insightful and powerful." — Ron Barr, Host, Sports Byline USA“An explosive behind-the-scenes look at the chaotic state of big-time college football.” — David Lamb, Anchor, CBS42, Birmingham, AL"Outstanding. Excellent overview of the current state of college football & how we got here, but also some wild stories & anecdotes fans of any team will enjoy." — Creg Stephenson, AL.com sports writer

Armen Keteyian is an eleven-time Emmy Award-winning journalist and the author or coauthor of six New York Times bestsellers, including The System and Tiger Woods. He lives in Connecticut.John Talty is the national college football writer for CBS Sports and 247Sports and the author of the Wall Street Journal bestseller The Leadership Secrets of Nick Saban. He lives in Alabama.

“This is a must-read masterpiece. At college football’s most critical moment, John Talty and Armen Keteyian have delivered a blockbuster—the definitive, spellbinding, never-before-told story of the sport’s wildest period.” — Paul Finebaum, ESPN college football analyst and New York Times bestselling author of My Conference Can Beat Your Conference: Why the SEC Still Rules College Football“No one has chronicled the increasingly bizarre world of college football with greater depth, breadth, and clarity than Armen Keteyian has. Here Keteyian and John Talty bring perspective to our current hypercharged era, with its unprecedented money, exposure, and pressure, while managing to personalize the price paid by those who still care about the sport’s soul. The chapters on the Michigan-Harbaugh saga alone justify the purchase of this great book. I wish I’d written it.” — John U. Bacon, New York Times bestselling author of Overtime: Jim Harbaugh and the Michigan Wolverines at the Crossroads of College Football"An explosive tell-all book." — Sports Illustrated"If you really want to know what’s going on in college football in the NIL era you MUST read The Price . . . . Gives you the inside scoop on everything and brilliantly told." — Seth Davis, New York Times bestselling author and college basketball reporter for CCBS Sports"Beyond fascinating. As in every page and chapter is incredible." — Tom Crean, former Indiana basketball coach and current ESPN analyst"Just finished The Price, which has a ton of revealing and interesting details about modern college football and the state of college athletics as a whole. For DMV readers specifically, there's a ton about UMD football's quest to float and then swim." — Jesse Dougherty, college sports writer for the Washington Post“A great read full of incredible stories." — Marc Daniels, co-host “The Beat of Sports Show,” WYGM-AM, Orlando, FL“A tremendous book. A must read for college football fans." — Matt Josephs, Host, “The Matt Josephs Show,” WXGI-AM, Richmond, VA“A fantastic read." — Glenn Clark, Host, “Glenn Clark Radio” podcast, Baltimore, MD“Insightful and powerful." — Ron Barr, Host, Sports Byline USA“An explosive behind-the-scenes look at the chaotic state of big-time college football.” — David Lamb, Anchor, CBS42, Birmingham, AL"Outstanding. Excellent overview of the current state of college football & how we got here, but also some wild stories & anecdotes fans of any team will enjoy." — Creg Stephenson, AL.com sports writer