Five takeaways from University of Maryland's big gamble on football

As it prepared to join the Big Ten Conference in 2014, the University of Maryland had high hopes for its football team.

The school believed the football-centric conference — known for traditional powerhouses such as Ohio State, Penn State and Michigan — would help Maryland grow its fan base, its athletic fundraising and its imprint on the Baltimore-Washington region.

Documents show University of Maryland's big football gamble before Jordan McNair's death

Department financial records show a football program dwindling in popularity despite its high-profile athletic conference and a $196 million investment by private donors, the university and the state in a new football field house and multipurpose center.

By Jeff Barker and Talia Richman

Oct 22, 2018 at 11:45 AM

The school wanted to begin closing the gap between its past reality in the Atlantic Coast Conference — middling attendance and records — and its vision of sold-out Big Ten home games in the future.

While the athletic department is reaping dividends from Big Ten revenue sharing, detailed department budgets — obtained in a Public Information Act request — show the large investment in football is not elevating the team's profile as planned.

**Football revenue: $29.9 million (FY 2017)**
Share of conference distributions	$17,086,550
Ticket sales	$6,596,987
Outside contributions	$2,341,545
Bowl revenues	$1,334,251
Other revenue	$2,613,675

**Football expenses: $18.9 million (FY 2017)**
Coaching	$6,215,141
Scholarships	$4,930,793
Support staff	$1,317,983
Student-athlete meals	$1,308,225
Travel	$1,258,922
Other expenses	$3,877,859

Source: University of Maryland

Interest declining

Even before the death of 19-year-old Terps player Jordan McNair, fan interest in football seemed to wane. Records show year-over-year declines in football ticket sales revenue and outside donations to the team. Ticket sales revenue of $6.6 million in the 2017 fiscal year barely surpassed what the team recorded in its final season in the ACC.

Most expensive

The football team costs the university far more than any other sport, and the school has invested millions in two big capital projects — the new $196 million Cole Field House that opened in 2017 and the football stadium's $50.8 modernization in 2009.

In 2012, football coach Randy Edsall was tied with men's basketball coach Mark Turgeon as the state's top earner, receiving $2 million. They were followed by women's basketball coach Brenda Freece and University of Maryland Medical System officials, including medical school dean Edward Reece ansd Bartley Griffith, chief of the cardiac department. (Source: State of Maryland) (Christine Zhang / Baltimore Sun graphic)

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Trickle-down effect

The team's success is critical to the university because it helps support many other of the lesser-known intercollegiate teams.

Maryland Athletics Budget

The University of Maryland Athletics Department recorded $94.88 million in revenue and $94.79 million in expenses over the fiscal year ending June 30, 2017. Here is a percentage breakdown of the department’s earning and spending sources. (Hallie Miller/Baltimore Sun Graphic | Data: University of Maryland)

Momentum halted

The team's recruiting had been improving the past few years, but McNair's death has halted that momentum because parents are uncertain what type of environment exists around Maryland football, or who the coaches will be.

Busy area

Some analysts believe Baltimore-Washington is a difficult area in which to engage college football fans because there are so many other sports teams and cultural diversions.

STATE COLLEGE, PA - NOVEMBER 24: Pat Freiermuth #87 of the Penn State Nittany Lions scores a touchdown in front of Jordan Mosley #18 of the Maryland Terrapins during the second half at Beaver Stadium on November 24, 2018 in State College, Pennsylvania. (Photo by Scott Taetsch/Getty Images) ** OUTS - ELSENT, FPG, CM - OUTS * NM, PH, VA if sourced by CT, LA or MoD ** (Scott Taetsch / Getty Images)

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Five takeaways from University of Maryland's big gamble on football

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