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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 DHS reaffirms childhood vaccine recommendations after CDC changes

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Wisconsin DHS reaffirms childhood vaccine recommendations after CDC changes


The Wisconsin Department of Health Services on Thursday reaffirmed its recommended childhood vaccine schedule after recent changes at the federal level.

Wisconsin vaccine guidance

Local perspective:

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On Monday, the U.S. Centers for Disease Control announced changes to its childhood vaccine schedule. The DHS said those modifications further stray “from alignment with America’s leading medical associations and organizations.”

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At this time, the DHS said it is not making changes to its vaccine recommendations – including no changes to Wisconsin’s school or child care vaccine recommendations.

The DHS said it continues to endorse the American Academy of Pediatrics schedule and has issued guidance to Wisconsin health care providers reaffirming that recommendation.

What they’re saying:

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“The CDC’s new recommendations were based on a brief review of other countries’ practices and not based on data or evidence regarding disease risks to children in the United States,” DHS Secretary Kirsten Johnson said in a statement. “This upends our longstanding, evidence-based approach of protecting our children from the viruses that pose a risk in our country.

“Copying another country’s schedule without its health and social infrastructure will not produce the same health outcomes. It creates chaos and confusion and risks the health of Wisconsin’s youngest and most vulnerable citizens.”

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Big picture view:

The U.S. Department of Health and Human Services said the CDC will continue to recommend that all children are immunized against 10 diseases for which there is international consensus, as well as chickenpox.

The updated schedule is in contrast to the CDC child and adolescent schedule at the end of 2024, which recommended 17 immunizations for all children. On the new schedule, vaccines – such as those for hepatitis A and B, meningitis, rotavirus and seasonal flu – are now more restricted. They are recommended only for those at high risk or after consultation with a health care provider. 

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What they’re saying:

“President Trump directed us to examine how other developed nations protect their children and to take action if they are doing better,” Health Secretary Robert F. Kennedy Jr. said. “After an exhaustive review of the evidence, we are aligning the U.S. childhood vaccine schedule with international consensus while strengthening transparency and informed consent. This decision protects children, respects families, and rebuilds trust in public health.”

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The Source: The Wisconsin DHS released information about its childhood vaccine recommendations. Information about the CDC changes is from LiveNOW from FOX with contributions from The Associated Press.

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Wisconsin man accused of killing parents to fund Trump assassination plot set to enter plea deal

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Wisconsin man accused of killing parents to fund Trump assassination plot set to enter plea deal


MADISON, Wis. (AP) — A Wisconsin man accused of killing his parents and stealing their money to fund a plan to assassinate President Donald Trump is set to enter a plea deal resolving the case Thursday.

Nikita Casap, 18, is expected to agree to the deal during a morning hearing in Waukesha County Circuit Court in suburban Milwaukee. He goes into the hearing facing multiple charges, including two homicide counts, two counts of hiding a corpse and theft, with a trial scheduled to begin March 2.

Online court records did not list the terms of the plea agreement. Harm Venhuizen, a spokesperson for the state public defender’s office, which is representing Casap, said state Supreme Court ethics rules prevent the office from commenting on cases. The Waukesha County District Attorney’s Office did not respond to questions about the deal.

According to a criminal complaint, investigators believe Casap shot his mother, Tatiana Casap, and his stepfather, Donald Mayer, at their home in the village of Waukesha on or around Feb. 11.

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He lived with the decomposing bodies for weeks before fleeing across the country in his stepfather’s SUV with $14,000 in cash, jewelry, passports, his stepfather’s gun and the family dog, according to the complaint. He was eventually arrested during a traffic stop in Kansas on Feb. 28.

Federal authorities have accused Casap of planning his parents’ murders, buying a drone and explosives and sharing his plans with others, including a Russian speaker. They said in a federal search warrant that he wrote a manifest calling for Trump’s assassination and was in touch with others about his plan to kill Trump and overthrow the U.S. government.

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“The killing of his parents appeared to be an effort to obtain the financial means and autonomy necessary to carrying out his plan,” that warrant said.

Detectives found several messages on Casap’s cellphone from January 2025 in which Casap asks how long he will have to hide before he is moved to Ukraine. An unknown individual responded in Russian, the complaint said, but the document doesn’t say what that person told Casap. In another message Casap asks: “So while in Ukraine, I’ll be able to live a normal life? Even if it’s found out I did it?”





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Wisconsin bill stirs issue of parental voice, trans youth autonomy

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Wisconsin bill stirs issue of parental voice, trans youth autonomy


A Republican-authored bill would require Wisconsin school boards to adopt a policy that would inform a parent or guardian if a student requests to be called by names and pronouns not aligned with their gender assigned at birth.

The bill would require legal documentation, parental approval and a principal to approve changes to a student’s name and pronouns. The bill makes exceptions for nicknames or students going by their middle names.

Although the bill has no chance of being signed into law by Democratic Gov. Tony Evers, it reflects the continuing political energy of two issues: parental authority in schools, and the treatment of trans youths.

Notably, hundreds of trans-related bills were introduced at multiple levels of government across the country in the last year.

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The lawmakers who introduced the bill, Rep. Barbara Dittrich (R-Oconomowoc) and state Sen. Andre Jacque (R-Franken), said it is about parental rights and transparency. At a Capitol public hearing Jan. 6, Jacque cited a ruling from October 2023 in which a Waukesha judge sided with parents who sued the Kettle Moraine School District after staff at the middle school used a child’s chosen name and pronouns. The parents did not support their child’s transition.

But the Senate Committee on Education hearing grew heated as LGBTQ+ youth, parents of transgender children, Democratic lawmakers and other advocates called the bill unnecessary and potentially violence-inducing. They said it makes life worse for a vulnerable population that makes up less than 1% of Wisconsin pupils.

Jacque argued that without the bill, educators can make decisions about children’s health and well-being in secrecy.

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“Hiding from us important things that are going on in their lives is not only disrespectful to parents, it is harmful to our children and deliberately sabotaging the ability for vital communication to take place,” Jacque said.

Sen. Sarah Keyeski (D-Lodi) questioned why the Legislature should be involved when school boards already have the ability to approve such policies.

“I think it’s interesting how much you lean on local control for certain things, but then all of a sudden, you want government control,” she said.

Abigail Swetz, executive director of Fair Wisconsin, said such a bill would prevent educators from “engaging in the best practice” for using names and pronouns. Swetz, a former middle school teacher who advised a Gender and Sexuality Alliance club, said she’s seen firsthand the positive impact of affirming trans and nonbinary students.

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“The mental health struggles that trans youth face are not a self-fulfilling prophecy. They’re entirely pressured outcomes, and bills like SB120 add to that pressure,” Swetz said.

Jenna Gormal, the public policy director at End Abuse Wisconsin, said forcing students to come out to parents before they’re ready reinforces power and control while stripping students of their autonomy.

Alison Selje, who uses they/them pronouns, spoke of the seismic shift in their well-being and academic performance when someone used their correct pronouns. Selje was a student at Madison West High School at the time. The Madison Metropolitan School District has a policy – which has survived a court challenge – protecting the use of names and pronouns of trans students.

“I remember the first time I heard someone use the right pronoun for me. This was during the pandemic so I was still wearing a mask, but underneath it, I was smiling ear to ear,” Selje said. “The use of my pronouns was a confidence boost, but it was also a lifesaver.”

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Support for the bill came from two women representing Moms for Liberty. Laura Ackman and Amber Infusimo shared stories of parents finding out about their children’s new gender identity through school playbills and yearbooks.

“This bill rightly affirms schools shouldn’t be making significant decisions without parental knowledge or involvement,” Ackman said. “It does not prevent kindness, respect or compassion.”



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