I'm diverging from the topic, but isn't it terrible that "a good football team" is a major cost to running a university (in the US)?
Then it wouldn't be an operational loss, if the attracted number of students paying for the school with a football team offsets the costs of running the team after any direct proceeds.
I am somewhat embittered though, as during my time at university, my tuition went up by $500 for the explicit purpose of funding the football team. And I was paying cash.