Why does a college coach earn a higher wage rate than a professor earns, on average?

well one way you could look at it is that its a direct correlation between the ammount of money they bring into the system, for example, a proffesor might produce some research that earns the university 10 million dollars in funding, while a coach by way of the athletic program can bring in 10 million dollars in sponsarship from someone like nike or underarmor, bring in millions from boosters and generate more students entering their school (to go to school with their favorite team), plus, coaches are on a much shorter fuse than a proffesor is, because anyone who has ever worked in a university will tell you how hard it is to get rid of someone with tenyer, but if a coach has a single bad season he can/will get fired. Because of this a coach gets paid more to make his nonsecure job worthwhile.