I usually don't contradict folks but the athletic department was in shambles and operating at an awful loss every year before Richter and Alvarez were hired. While the hockey and basketball teams carried the athletic dept, it wasnt enough. Remember there was very little in terms of sponsorships back then compared to today.
My first Badgers football game as a tyke was Don Morton's last game...a 31-3 loss and 23,000 in attendence. The ath dept operated at an awful loss each year and was basically cut off by the university.
That acrimonious relationship btwn the univ and the dept led to a source of pride when they turned it around but a double edged sword in terms of how much the univ was willing to help ath dept out over the years. Hence why the football team has had such a tough time...the ath dept ate their seed corn and spent it all on non rev sports and not facilities for players. Which is all that matters for football teams, and to which I would say sucks but the fact of the matter is....football revenue carries every athletic dept.