Sports bringing money into local communities isn’t new, but a recent study from the Center for Research on the Wisconsin Economy shows just how much can be lost when a team isn’t playing well.
According to the report, the Badger football program brings in about $60 million annually in profits. But with winning percentages faltering since 2017, and a historically bad 2025 season, profits could drop by $20 million annually.
In terms of athletics, the loss hurts other sports and operations. As far as university-wide ramifications, the university could see a loss in alumni donations, lower student applications and reduced research expenditures and outputs, the report said.
Madison as a whole may also feel the repercussions of a failing season: less money spent locally. The report states that economic activity in Madison could shrink by $160 million and by $280 million statewide each year.
The report looks to strategic investments, upgraded facilities and better recruiting as ways to counter the waning program’s fortunes.
