USA Today released its annual finances report for Division I institutions and the report shows the University of Missouri was the least profitable school in the SEC with $97,848,195, some $2 behind Mississippi State. Vanderbilt is a private institution and his not required to share their financial reporting.
Mizzou Athletics was the only program to generate less than $100 million. However, it should be noted that overall, Mizzou is ranked 36th out of 230 public schools in Division I in terms of revenue generated.
What some may find disturbing is that the athletic department failed to turn a profit resulting in a $4.5 million deficit for the first time since 2012.
(Yeah, I know somebody needs an editor there. But work with him, okay?)
The problem, as you can probably guess, is football.
During the 2016-17 fiscal year, ticket revenue shrank by about $1.15 million, down to $18 million. Sterk said his department has secured about 1,000 new football season ticket holders for the 2018 campaign, but football season ticket totals overall are down from this point a year ago.
The athletic director hopes that the football program’s south end zone project — which is still under construction and will provide more luxury seating to Memorial Stadium while reducing the capacity of MU’s football stadium — will meet the “changing dynamics of the new consumer.”
Yeah, good luck with that. I suspect he knows there’s something else that would do more for that.
Winning will help generate more palpable excitement, of course. The Tigers return their top players on offense and defense from a season ago in quarterback Drew Lock and defensive lineman Terry Beckner Jr. But Sterk hesitated to say this is Odom’s best opportunity yet to prove he’s the right person to lead the football program.
“Yeah, I think we can make great progress this year, but you guys have been around — you never know,” Sterk said. “So something happens to players or things that occur, so I think you have to take into account all of those things when you look at, at the end of the season, was this a successful season? I try to do that when I look at it. It’s not just wins and losses. But, yeah, do we want to make postseason? Yes. Do we want to win our division? Yes, we want to do that. But it just depends on how things go.”
Sterk added that Odom took over a program that was “in a state of flux. I think he’s done a really good job of developing the culture of the team and the players and the coaches. So I think that we have an opportunity to have that all come together this year.”
Woo, no pressure there, Barry. Good thing you brought SOD on board to help.