30k to lose to a SWAC team at home. That builds a fan base. A live DJ and the bulk of the free student tickets were purchased by the coaching staff. And they still could not get over the hump with a home game (Kent State), a bye and then Texas Southern. Geesh.
After our ladies' program won the WBI or whatever, TWICE, man that program took off like a juggernaut. ROI, zero, financially and talent wise. The "mid majors" are figuring it out and more are just declining each year.