No doubt sports help market the institution. The question is just whether a public academic institution should be making this level of investment in a single type of marketing, not to mention how effective that marketing actually is. How do we know if we are getting a sufficient return on our marketing investment? Would other marketing tools be equally or more effective at a lesser cost?
Sports appeal to a certain subset of the population. Playing on ESPN is great, but it doesn't reach everyone (or even most of the people) that the university should be marketing itself to. And even then, while sports fans are likely to be more aware of the Ohio brand, in most cases they'll still view us as a secondary program compared to the more established, power conference schools.
At the end of the day, we all love Ohio athletics. But Ohio athletics, as currently constituted, isn't anywhere near being financially self-supporting without significant, compulsory subsidies from the student population. So pretty much everyone here is free-riding, to some extent, on the fees that the institution's current students are subjected to.
Reasonable minds can differ on the acceptability of that, but to suggest that anyone who questions the sustainability or appropriateness of OU's current athletic funding model doesn't "get it" is pretty close-minded.
Last Edited: 6/8/2016 1:17:45 PM by Flomo-genized