The organization of amateur sports around the school and university system is a uniquely American administrative structure. This paper traces the developmental patterns leading to the emergence of sports-governing bodies such as the Amateur Athletic Union, the National Collegiate Athletic Association, and the National Association for Girls and Women in Sport. Attention is paid to the relationship between social values and competitive endeavour. The transformation of college-level athletics into "big business" is discussed, and the roles of minority group and female athletes are explored. Material is included regarding the interaction between amateur sports, the role of school and/or university as a governing agency, and the emergence of physical education as a legitimate field of study. (LH)