Wisconsin
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
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.
“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.
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.
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.”
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.”
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.
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.
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.
Manuel Franco claims his $768 million Powerball jackpot
Manuel Franco, 24, of West Allis was revealed Tuesday as the winner of the $768.4 million Powerball jackpot.
Mark Hoffman, Milwaukee Journal Sentinel
The Wisconsin Lottery offers multiple draw games for those aiming to win big.
Here’s a look at May 13, 2026, results for each game:
Winning Powerball numbers from May 13 drawing
22-31-52-56-67, Powerball: 15, Power Play: 2
Check Powerball payouts and previous drawings here.
Winning Pick 3 numbers from May 13 drawing
Midday: 6-1-9
Evening: 9-2-0
Check Pick 3 payouts and previous drawings here.
Winning Pick 4 numbers from May 13 drawing
Midday: 8-8-7-0
Evening: 7-6-1-5
Check Pick 4 payouts and previous drawings here.
Winning All or Nothing numbers from May 13 drawing
Midday: 01-04-09-10-11-12-14-19-20-21-22
Evening: 01-02-07-08-11-13-14-17-19-20-21
Check All or Nothing payouts and previous drawings here.
Winning Badger 5 numbers from May 13 drawing
02-12-14-16-28
Check Badger 5 payouts and previous drawings here.
Winning SuperCash numbers from May 13 drawing
04-11-16-25-34-36, Doubler: Y
Check SuperCash payouts and previous drawings here.
Winning Megabucks numbers from May 13 drawing
07-19-23-45-47-49
Check Megabucks payouts and previous drawings here.
Feeling lucky? Explore the latest lottery news & results
Are you a winner? Here’s how to claim your lottery prize
- Prizes up to $599: Can be claimed at any Wisconsin Lottery retailer.
- Prizes from $600 to $199,999: Can be claimed in person at a Lottery Office. By mail, send the signed ticket and a completed claim form available on the Wisconsin Lottery claim page to: Prizes, PO Box 777 Madison, WI 53774.
- Prizes of $200,000 or more: Must be claimed in person at the Madison Lottery office. Call the Lottery office prior to your visit: 608-261-4916.
Can Wisconsin lottery winners remain anonymous?
No, according to the Wisconsin Lottery. Due to the state’s open records laws, the lottery must, upon request, release the name and city of the winner. Other information about the winner is released only with the winner’s consent.
When are the Wisconsin Lottery drawings held?
- Powerball: 9:59 p.m. CT on Monday, Wednesday, and Saturday.
- Mega Millions: 10:00 p.m. CT on Tuesday and Friday.
- Super Cash: 9:00 p.m. CT daily.
- Pick 3 (Day): 1:30 p.m. CT daily.
- Pick 3 (Evening): 9:00 p.m. CT daily.
- Pick 4 (Day): 1:30 p.m. CT daily.
- Pick 4 (Evening): 9:00 p.m. CT daily.
- All or Nothing (Day): 1:30 p.m. CT daily.
- All or Nothing (Evening): 9 p.m. CT daily.
- Megabucks: 9:00 p.m. CT on Wednesday and Saturday.
- Badger 5: 9:00 p.m. CT daily.
That lucky feeling: Peek at the past week’s winning numbers.
Feeling lucky? WI man wins $768 million Powerball jackpot **
WI Lottery history: Top 10 Powerball and Mega Million jackpots
This results page was generated automatically using information from TinBu and a template written and reviewed by a Wisconsin editor. You can send feedback using this form.
WPR is deeply saddened by the death of Jon Miskowski, PBS Wisconsin’s Emeritus Director of Television, who retired May 1. Jon died Saturday, May 9, at home surrounded by his family following a long battle with cancer. Read Jon’s obituary online here.
Starting as a volunteer for public television more than 40 years ago, Jon’s career was marked by his dedication and passion for public media to improve the lives of all of the people of Wisconsin.
Read more about Jon and his career in public media at pbswisconsin.org.
PBS Wisconsin has invited anyone with memories of Jon to share them via email at comments@pbswisconsin.org. PBS Wisconsin will share memories across digital and broadcast channels as we carry on his legacy of providing essential public media services to this state that he loved.
Jon’s family requests that anyone wishing to make a memorial gift in Jon’s memory consider supporting the work to which he dedicated his professional life. Gifts in Jon’s memory can be made online here.
WAUSAU, Wis. (WSAW) – The Wausau West girls’ soccer team put on a defensive clinic on Tuesday, beating Wisconsin Rapids 1-0 to add another conference win.
The Warriors snagged the game’s only goal in the first half, thanks to Maddy Weller.
From there, the Warriors managaed to control posession and keep the Red Raiders out of the net.
The win moves West to 4-0-1 in the Valley, With SPASH’s draw against Everest on Tuesday, the two teams are now tied for first in conference. Rapids is now 1-3-2 in the Valley
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Copyright 2026 WSAW. All rights reserved.
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