I recently sparked a firestorm with a tweet questioning whether Nebraska fans truly support the men’s basketball team. The backlash was immediate and intense, but it revealed some important truths about the future of college sports.

What I discovered is that most fans equate “support” with buying tickets and attending games. While Nebraska boasts impressive attendance figures, the reality of modern college athletics is that genuine support now means financial investment through NIL (Name, Image, Likeness) contributions. Nebraska’s NIL figures hover around $2.5 million, near the bottom of the Big Ten. For comparison, Maryland recently received a $10 million donation for their basketball program.

When I pointed this out, not a single person responded that they had personally contributed to NIL funds. Instead, they defended their fandom through attendance and merchandise purchases. But in today’s competitive environment, that’s no longer enough.

The impending House settlement will dramatically reshape college athletics in 2025, allowing universities to pay athletes directly—up to $20 million annually. This fundamental shift will further intensify the financial demands of building competitive programs.

For those who think NIL is unsustainable, I encourage you to look at SMU. They’ve strategically used their financial resources to buy their way into the ACC, make the college football playoff, hire top athletic directors and coaches, and even defeat our revered volleyball team. They’re not waiting for perfect circumstances—they’re aggressively investing to create success.

Meanwhile, some Nebraska fans suggest we should wait for “the right coach” or “better players” before investing more heavily in basketball. This passive approach guarantees continued mediocrity and the persistent embarrassment of never having won an NCAA tournament game.

Tom Peters’ business philosophy from “Thriving on Chaos” applies perfectly here: “You’d better obsolete yourself or someone else will.” College athletics is becoming increasingly proactive and investment-driven. Programs can either adapt to this reality or accept perpetual mediocrity.

I’m not dismissing the importance of in-person support. Our volleyball atmosphere is electric, Memorial Stadium on football Saturdays is spectacular, and baseball fans show remarkable dedication. But financial support for athletes is the new reality we must embrace.

To put my money where my mouth is, I’m donating all proceeds from this month from Youtube to the 1890 Initiative for men’s basketball. Perhaps it’s enough for the “pinky toe of a decent point guard,” but it’s a start.

Whether we like it or not, college athletics is changing forever. The programs that thrive will be those willing to invest aggressively in their athletes.

The question is: will Nebraska basketball fans step up with the financial support needed to finally break through, or will we continue to be dragged nationally for never having won an NCAA tournament game?