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Badgers football losses go beyond field and into Wisconsin’s economy, UW report says

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Badgers football losses go beyond field and into Wisconsin’s economy, UW report says



Ripple effects could be felt in other UW athletic programs

The 2025 Badger football season is one fans already want to forget − but the negative economic impact could be felt well beyond the final game on Nov. 29.

If the team’s poor performance continues, it could reduce the program’s profit by $20 million annually, according to a new report from the Center for Research on the Wisconsin Economy, housed at University of Wisconsin-Madison

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The ripple effects can be felt in other university athletic programs subsidized by the football program, and could impact student applications to the university, alumni donations, and research output, according to the report − titled “The Economic Impact of Badger Football’s Declining Performance.”

Beyond the financial blow to the campus, the report estimates the city of Madison could could lose up to $160 million, and the state could lose up to $280 million “stemming from reduced attendance, game day spending, tourism and reputational value.”  

The UW Athletic Department disputes the findings of the report.  

“Wisconsin Athletics respects the work and research of our world-renowned academic partners, along with their passion for the sports that represent our institution,” a department statement said.

“Although we do not believe that this study portrays a complete and accurate representation of the economic factors around the football program, we all share a common interest in its successful future.

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“We welcome the opportunity to collaborate with the Center for Research on the Wisconsin Economy on any future works on this topic,” according to the statement.

Badger football is profitable 

In 2023, the football team had revenue of $106. 7 million and expenses of $42.3 million, with the program earning more than $64 million, according to the U.S. Department of Education’s Equity in Athletics Data Analysis cited in the report.  

In 2024, Badger football had $107.4 million in revenue according to its NCAA membership filing, and had expenses of $49.6 million − posting a profit of $57.8 million. The Badgers men’s basketball program earned a $7.3 million profit that year.

If the winning percentage falls from nearly 80%, as it was during the 2017 to 2019 seasons, to 50%, that could mean “Badger Football’s annual profit could drop by about $20 million,” the report reads. 

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The team this season so far has a 2-6 record with four games remaining in November.

Is it Luke Fickell’s fault? 

Short answer: not in the beginning.  

The report says the program’s profit didn’t decline during 2022 and 2023 despite the 14-12 regular season record. That was during Luke Fickell’s first two seasons as head coach.

“This is probably because there was a lot of excitement” about Fickell’s hiring, the report states.  

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Fans recently have been chanting “fire Fickell” at home games. Wisconsin Athletic Director Chris McIntosh addressed fans concerns in an Oct. 20 letter.

It said the football season has “fallen well short of our standards” and added the department is committed “to elevating the investment into our football program to position us to compete at the highest level.” 

Financial impact is already being felt 

 This year the program is on pace to have the lowest attendance in more than 30 years with a 51,980 average scanned attendance during the first four home games. That’s according to data obtained via an open records request and analyzed by the Milwaukee Journal Sentinel.  

But fans have been signaling their disappointment before this season.  

According to the research center report, “Badgers sold 38,082 season tickets for general seating areas in 2025, down from 42,197 in 2024 and 41,206 in 2023.” 

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Football helps subsidize other programs, generates donations 

The Athletic Department’s total profit was less than $11 million in 2023, including the football program’s $64 million profit.

“This suggests that the department’s other programs and operations are subsidized heavily by the football team,” the report states.  

The report cites research that shows “when a male graduate former team wins its conference championship, his donations for general purposes increase by about 7% and his donations to the athletic program increase by about the same percentage.

“Moreover, if a male alumnus’s team won its conference championship during his senior year, his subsequent giving to the athletic program is about 8% a year higher.” 

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The Badgers last won the Big Ten football title in 2012.

“If the poor performance continues, its impact on alumni donations and engagement is likely to diminish,” the report reads.

Local economic impact of athletic program 

College sports programs affect communities and states as fans go to games, restaurants, and bars, buy merchandise, and pay for hotel rooms.  

The report compared the UW athletic program’s impact on Madison and Wisconsin with the University of MinnesotaTwin Cities program on Minneapolis area and Minnesota. Both football teams had similar performances in 2022 and 2023.  

It showed the Badgers’ impact on Madison contributed to 3,360 jobs and $462 million of economic output.

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The Gophers’ impact on the Twin Cities contributed to 1,152 jobs and $298 million of economic output.  

Statewide, the Badger athletic program contributed to 5,640 jobs and $757 million of economic impact in Wisconsin. In Minnesota, the Gophers contributed to $474 million of economic impact. 

The report says the Twin Cities population is larger than Madison’s population − making the latter “likely more sensitive to Badger Football’s performance.”  

NIL and program investment 

UW can revitalize the program by investing in facilities, recruiting budgets, NIL (name, image and likeness) deals for athletes, and competitive compensation for players and coaches, the report said.

The report estimates the Badgers NIL collective funding in 2023 and 2024 was $8.9 million. The highest spent in the conference was Ohio State at $20.2 million, it said.

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NIL deals aren’t public information and the estimate is based on methodology from nil-ncaa.com/big10. .

Spending more money on the football program “could help reverse the team’s declining performance,” the report said.

“Enhanced facilities can attract top transfers and recruits, while better coaching and talent ensure the return on these assets are maximized,” it said. “Strategic, dual-focused investments are essential to rebuild competitiveness and mitigate the economic risks estimated above.” 

Milwaukee Journal Sentinel reporter John Steppe contributed to this report.

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Wisconsin Lawmakers Propose Ranked Choice Voting for All Elections

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Wisconsin Lawmakers Propose Ranked Choice Voting for All Elections


BELOIT, Wis. — State Senator Mark Spreitzer (D-Beloit) and Representative Clinton Anderson (D-Beloit) introduced LRB-5709 on March 5, legislation that would implement ranked choice voting for state, federal, and local elections in Wisconsin.

The Wisconsin legislation would also eliminate the need for February primaries in nonpartisan elections.

Today, voters in Wisconsin almost never elect independent candidates, because the state’s elections are decided by first-past-the-post plurality voting (FPPV). In this system, a voter’s expression of preference is restricted to a single candidate. Each voter has just one choice, and if there are more than two candidates in the race, winning by plurality rather than majority is quite possible. 

Consequently, no matter how attractive an independent candidate may seem in the spring, summer, and early fall of an election year, he or she will be tarnished as a “spoiler” on Election Day and will almost certainly lose. 

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This unfortunate situation reduces the supply of independent candidates willing to compete and perpetually forces Americans into one of two warring factions.

In contrast, ranked-choice voting (RCV) allows voters to express their true preference for each candidate by ranking them in order of preference. 

If no candidate wins an outright majority, the candidate with the lowest number of first-place votes is eliminated, and the second-preference votes of his or her supporters are redistributed to the remaining candidates. 

This “instant runoff” process continues until a majority winner is determined. Not only does RCV give voters “more voice” in elections, but it also has the potential to stop our political system from tearing us apart into two camps.

Senator Spreitzer called the bill an improvement over a system that forces strategic voting. 

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“Under ranked choice voting, voters can vote for the candidate they like the most instead of having to strategically vote against the candidate they like the least,” he said.

“It is a system that encourages positive campaigns, ensures that winners have the support of a majority of voters, and allows more candidates to run without being seen as a waste of a vote or a spoiler.”

Representative Anderson pointed to existing models as evidence that the system works. 

“Ranked choice voting is not a new idea. It’s already working in states like Maine and Alaska, and in cities like New York City,” he said.

“Our current system rewards candidates for tearing each other down instead of building broad support. Ranked choice voting changes that. It encourages campaigns focused on issues and coalition-building, ensures nominees win with a true majority, and creates space for more voices beyond the two-party system.”

For the best analysis of the pernicious effects of a lack of competition in our political system, please read The Politics Industry by Wisconsinite Katherine M. Gehl and her co-author, Harvard Business School professor Michael E. Porter.



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2026 NFL Draft Scouting Report: Austin Brown, S, Wisconsin

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2026 NFL Draft Scouting Report: Austin Brown, S, Wisconsin


It is never too early to evaluate defensive back depth for the 2026 NFL Draft. Todd Bowles’ defense relies heavily on versatile safeties who can rotate between deep coverage, the slot, and the box while maintaining physicality against the run. Identifying defensive backs who bring positional flexibility and strong tackling ability remains an important part of building depth in Tampa Bay’s secondary.

We are working through each position group this cycle. With that in mind, here is our report on Wisconsin safety Austin Brown.

Information

  • School: Wisconsin
  • Conference: Big Ten
  • Position: Safety
  • Height Weight: 6-1, 215 pounds
  • Class: Senior
  • Hometown: Johnston City, Illinois

Background

Brown developed into a reliable defensive presence during his time at Wisconsin, progressing from a special teams contributor early in his career to a full-time starter in the secondary. After appearing in all 13 games during his freshman season primarily on special teams, Brown steadily expanded his role within the Badgers’ defense over the next three seasons.

By 2024, Brown had earned eight starts and finished the season with 51 tackles, three pass breakups, one sack, and a forced fumble. One of his standout performances came against USC, where he recorded nine tackles and delivered a strip-sack while adding two tackles for loss. His ability to contribute in multiple ways helped establish him as a dependable defensive back in Wisconsin’s secondary.

Brown took on an even larger role in 2025, starting all 12 games and finishing the year with 52 tackles, one tackle for loss, and three passes defended. His most productive outing came against Alabama, where he recorded 11 tackles and a tackle for loss. Throughout the season, he showed versatility by aligning at safety, slot defender, and occasionally outside corner, depending on the defensive package.

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Academically, Brown also earned Academic All-Big Ten honors multiple times during his career.

Notable Stats

  • 672 total snaps
  • 43 tackles
  • 14 assisted tackles
  • 3 passes defended
  • 1 pressure
  • 1 hurry

Brown’s 2024 season stands out as his most efficient evaluation year, highlighted by a 73.7 overall defensive grade and an 85.8 tackling grade according to PFF.

Pro Day Testing

Brown also helped himself significantly during Wisconsin’s pro day testing session. His 20 repetitions on the bench press would have ranked as the top mark among safeties at the 2026 NFL Combine, surpassing the leading total of 18 reps recorded by a safety in Indianapolis.

He followed that with a 43-inch vertical jump, which would have also placed him at the top of the safety group at the combine. Arizona safety Genesis Smith recorded a 42.5-inch vertical during combine testing.

Those testing numbers highlight Brown’s explosiveness and upper-body strength. While his production reflects a steady defensive contributor, the athletic testing shows physical tools that could help him get drafted and carve out a role at the next level.

Skills

  • High-effort defensive back
  • Versatile alignment experience across the secondary
  • Strong tackling production for the position
  • Physical build at 6-1, 215 pounds
  • Reliable short-area pursuit
  • Experience playing safety, slot, and outside coverage roles
  • Disciplined run support

Brown’s versatility stands out when evaluating his role in Wisconsin’s defense. He logged snaps at multiple positions in the secondary, including free safety, slot defender, and outside coverage assignments, depending on the defensive package.

His physical build allows him to contribute effectively against the run. Brown consistently works downhill to finish tackles and limit yards after contact. His tackling efficiency improved significantly between 2023 and 2024, which showed up in his strong tackling grade during the 2024 season.

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In coverage, Brown shows awareness of zone concepts and the ability to stay involved around the football. While he does not profile as a pure center-field range safety, his instincts and effort allow him to remain active within structured defensive schemes.

Player Summary

Austin Brown projects as a Day 3 draft selection who offers value as a versatile defensive back capable of contributing in multiple alignments. His combination of size, tackling reliability, and positional flexibility gives him a pathway to carve out a role as a rotational safety and special teams contributor early in his career.

In Tampa Bay, Brown would profile as a developmental depth option in Todd Bowles’ secondary. His experience playing multiple positions in the defensive backfield fits well with the variety of roles required in Bowles’ defense, giving him the potential to grow into a dependable rotational defender while contributing on special teams.



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[Photo Story] Penn State Men’s Hockey Disappoints Against Wisconsin

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[Photo Story] Penn State Men’s Hockey Disappoints Against Wisconsin


With the last regular-season series, No. 6 Penn State men’s hockey dropped both games to No. 11 Wisconsin over the weekend. The Nittany Lions were outplayed both nights, wrapping up their season to finish with a record of 20-12-2.

Of course, our photographers were at Pegula Ice Arena to capture all the action. Let’s take a look.

Wisconsin was dominant in both games against Penn State, winning 7-3 and 5-2, respectively. The Badgers outshot the Nittany Lions 41-31 on Thursday and 37-25 on Friday. Charlie Cerrato made a notable appearance. He played his first game back on Friday after being injured January 9 against Minnesota.

In Thursday’s game, the Nittany Lions fought for the first two periods, but the Badgers’ goal opened the third period and killed all of the momentum. In Friday’s game, the Nittany Lions fell behind from the very start and never built momentum to overcome the deficit.

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Penn State now goes on to the Big Ten Tournament, where it will go up against Minnesota at home. Puck is set for 7 p.m. on Wednesday, March 11.

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Ella is a second-year Telecommunications major from Miami, Florida. She enjoys taking photos, listening to all genres of music, coffee, and has become a self proclaimed grandma. If needed, you can contact her through email at [email protected] or on Twitter @ellawehm

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