Personally I find the marriage between sports programs and higher education inappropriate and fiscally stupid. Clearly this is one of the reasons for the skyrocketing costs of tuition. Here is an excerpt from the article you sited:
"Texas Tech generated $19.1 million profit in football, compared with a $14.4 million loss for the other teams.
Those big profits in football also pay for administrative salaries, and protect the universities from having to chip in institutional transfers to support the less popular sports. But the situation raises the question: If football is by far the sport that people on campus care about the most, why not simply focus on that and tone back the expenses for the other teams?
Athletics officials gave two reasons. One, gender equity rules require that comparable opportunities be available for men’s and women’s athletes. Colleges would violate federal law if they only devoted resources to football and men’s basketball."
As someone who has been in public education there are kids who get scholarships for things like fencing. What logical reason is there for colleges to fund sports programs that do not generate money for the school? The money generated from sports should be used to reduce tuition costs for ALL students. There is so much fiscal idiocy with higher education it can make ones head spin.