On game days, the roar of a sold-out crowd of dedicated Badger fans in Camp Randall is hard to miss. But often overlooked is the financial dedication required to be at the game.
The UW-Madison Athletic Department generates more than just a good time for Badger fans, it is also a powerhouse when it comes to making money. Millions of dollars are brought in by the athletic events hosted at UW-Madison. Last year alone, the athletic department raked in more than $21 million in ticket sales, according the 2005-'06 Wisconsin Athletics Annual Report.
While ticket sales are the primary way UW athletics bring in revenue, there are other sources for financing that the department utilizes, according to Vince Sweeney, senior associate athletic director. Last year, conferences, donations, concessions, media rights and other unspecified revenue sources amounted to $42 million, bringing the athletic department's total income to over $63 million, according to the annual report.
The amount of money the athletic department earns largely depends on game attendance. The department hosted 518 events that 2.1 million people came to last year. In the NCAA, UW was in the top 20 for home game attendance last year, according to the annual report. Wisconsin had a total of 28 sellout games in 2005-'06, including all football, men's basketball and men's hockey games.
According to Sweeney, the sports that bring in the most money are football, men's basketball and men's hockey, in that order. This statistic is partially explained by the size of the venues that each of these teams competes in, such as the Kohl Center and Camp Randall. But it is also the excitement that comes with winning that draws so many people to the games.
""The success of the teams has a great deal to do with fans coming to the game,"" Sweeney said. ""Being with friends and family in the student section in particular. It's a valuable part of the social structure here. Winning on the field or in the court is a great attraction.""
The team's notoriety is also good for bringing in new fans along with new talent. Half of the 750 athletes at Madison receive scholarships. For the 2004-'05 school year, Badger athletes received $7.5 million in scholarships. Virtually all athletic scholarships within the Division of Intercollegiate Athletics are funded through donations from alumni and friends according to John Jentz, the associate athletic director for the athletic business office.
According to its website, the Badger Fund serves as the primary fundraiser for UW-Madison's athletics. Funding like this is necessary because The UW Athletic Department receives no state tax dollars to fund its operating expenses, making it a self-sustaining entity. All sales revenue and donations pay for the programs.
Gift funds play a significant role in the money making process, according to Jentz. These funds, which include fund raising, endowment interest and club seats, accounted for $13 million last year.
UW-Madison has a proud history of over 100 years of athletics. Sweeney said that athletics take a starring role simply because of their nature. ""A lot of people's exposure to this institution is through athletics.""
""In addition and very significantly, athletics provides an avenue for people to stay connected to their alma matter, "" Sweeney said.
Jentz agreed, saying that the presence of athletics is ""not mission critical, but it's a common place where everyone can gather and share their common interests,""
""A common analogy that goes around is that athletics is like the front porch of the university. It's a common place where people can gather and enjoy that part of the UW,"" Jentz said.
Freshman Pat Moriarty was one of those fans gathered outside Camp Randall for the first home football game of the season. While he said he loves Badger games because of the atmosphere and competition, he acknowledged one drawback.
""(Prices) may be a little too expensive for people who do not have tickets,"" Moriarty said. An informal survey showed scalpers around the stadium this past Saturday were asking $35 to $60 for the non-student tickets they were selling.
Ticket prices aside, it is the excitement of game day that draws many Badger fans back to the stadium.
Louis and Miriam Wellford of Waukesha, have been enjoying Badger athletics for over 40 years. Miriam attended her first UW football game in 1937 as a senior in high school. She continued to cheer on the Badgers while attending college here, and took her husband to a game in 1942.
Miriam said, ""We've been going ever since. We just love it.""
