When Pat Richter became UW-Madison's athletic director 14 years ago, the Athletics Department faced a $2 million deficit and Badger football did not enjoy the winning national reputation it does today.
Now, Richter said, the department is financially self-sufficient and can claim achievement of numerous goals. In a brown-bag presentation Wednesday titled \Keeping Big Red in the Black,"" Richter related how he has worked to do just that.
""The university ... can fully survive without athletics,"" Richter said. ""So how do we provide that added value?""
Victorious sports teams have been key to providing the extra value, Richter said. He added part of the value of athletics to the university is that sports are one of the main ways by which UW-Madison is known nationally. Rose Bowl appearances and the high quality of other market sports have led to revenue-generating opportunities from licensing agreements, retail sales and media contracts.
Winning, Richter said, can also help another important aspect of the department's financial status-donations. He recalled that after the Badgers were invited to their first Rose Bowl under his tenure, an alumnus from Chicago sent a check for $10,000 and a note saying he was happy to finally have bragging rights at work.
According to Richter, donations and sponsorships have been crucial to the Camp Randall renovation project. The department also culls funds from donations to the Badger Fund. Fourteen thousand people contribute to the fund, Richter said, which requires a minimum $50 donation and provides perks such as bowl ticket priority.
UW-Madison School of Education Dean Charles Read, who introduced Richter, and is a former Badger tight end, said he is the last Badger athlete to have won nine letters. Richter will step down as athletic director this April and be replaced by UW football Head Coach Barry Alvarez.
