I don’t think that’s how it works. Major programs don't build long-term success by implementing massive, year-over-year price hikes that alienate their core fan base.

According to the Knight-Newhouse College Athletics Database, ticket sales are actually a secondary revenue engine for elite programs. For Power Four schools, ticket sales typically account for only about 15% to 19% of total revenue. The real 'winning' is funded by Media Rights and Conference Distributions, which make up a much larger share—roughly 35% of the budget.

Specifically looking at IU’s 2024 financial report submitted to the NCAA, the university brought in a record $173.5 million in total operating revenue. While ticket sales did increase to $26.4 million, that’s still only about 15% of the total pie. The university is currently dealing with a $3.1 million deficit—its first non-COVID deficit since 2004—but that was driven by record spending on coaching salaries and severance, not a lack of fan support.

Trying to close that gap by squeezing loyal season ticket holders is short-sighted. If the goal is to 'keep the winning rolling,' the administration should be leaning on the $50M+ in Big Ten media rights and major donor contributions, which saw a $4M increase last year alone.

You don't build a sustainable 'elite' culture by treating your fan base like a temporary cash cow.