If the NFL or NCAA really wanted to put teeth behind its rules, they would take away something of real value. Right now, draft choices or scholarships are removed for rule violations. The governing bodies may prevent a team from going to a bowl, or issue large financial fines, but if they really wanted to get serious and send a statement to all teams, they would hit teams where it hurts the most—right in the brand. 
Imagine after USC was caught for NCAA rules violations, the team was prevented from using the Trojan image for five years. The mascot could not ride out in the middle of the field for 10 years. Or, what if the marquee song the Trojan band plays over and over again (I think it is called Tribute of Troy) was banned from being played in the Coliseum? That would have lasting and historical impact.
How about taking away the New Orleans Saints’ logo for 5 years for their pay-for-injury violations? Ban jersey sales. Ban logo use.
It’s hard to imagine a team without its brand. Sure, they can pay a fine or wait out a few years of probation, but the brand—on shirts, in ads, on hats, on jerseys, on signs and in stadiums—stripped from the uniforms would provide an effective punishment that everyone would be reminded of every time the violating team played. That won’t happen, but if you think of that world you can really see the power of brand. It’s too big to fail, and many times too big to take away.
When SMU was banned from playing football for two years, that was considered the “death penalty.” It destroyed a successful program and years later, it still has not recovered. Taking away the brand would do even more damage. Universities would lose money. Professional teams would go broke. Maybe taking away a brand is the perfect detterrent from rule-breaking, but what offense would warrant such devestating punishment?
Thanks for the comment. A great one. I’d still let teams play, I’d just provisionally pull the brand. I think the Saints are where I would put the brand ban in place. Watch USC this year, no problem for breaking the rules. In fact, they have built a team now picked to compete for a national championship. The SMU ban from football was too strong for my blood, but I would have not hesitated to make them the SMU Lollipops for two years. The photos, the jeers, the branded clothing would never let them forget what they did. And that is why I’m in marketing and not helping the NCAA or NFL. Again, thanks.