Is there really a discussion? 22/23 attendance Women's 52,321 vs Men's 157,321 for a difference of 104,787. Multiply the difference of 104787 by $24 per ticket and you get a difference of 2.5 million (before you get into concessions, parking, advertising). I also assume tickets for Women's are less than $24 (and the $24 for Men's may be exposing that I have not been to a Men's game in several years primarily due to product quality) and there is a significant financial difference even in the first 52K of attendance for both. I would also guess it is harder/less lucrative to attach Badger Fund donation requirements to Women's season ticket purchases. Add the fact that investing in a Men's coach has the potential payoff to bump Men's attendance by more than the women draw. Rebuild the Men's brand back to the levels of averaging 10K per game, and the "extra" money invested in a coach is well worth the payoff.