It's just not advertising dollars .. they are not that much of a deal maker as far as college sports. The success of the program and the upward trend has a maj

It's just not advertising dollars .. they are not that much of a deal maker as far as college sports. The success of the program and the upward trend has a major effect on these things, among others: 1) # of season tickets + individual game tickets sold 2) Seat Licenses 3) Donations to keep the tickets (e.g. My School has priority points. You need a certain # of points each year to keep the seats in the same section or get into a better section and better parking). 4) More Donations and endowed scholarships from Boosters towards infrastructure improvements or money towards the fund (viz. Nike's donation to U. Oregon, T Boone Pickens and Oklahoma State, etc.) 5) Not as significant but a successful program also leads to increase in number of applicants (esp. if the program is trending up and the exposure is increasing) Also, The head coach might be making more than what the state paycheck comes across as .. the additional amount is either paid through an athletic funds trust or a certain percentage of advertising revenue or a certain percentage is footed by wealthy alumni