As a Badger football fan it’s pretty hard to get excited about Wofford this weekend. But it’s not hard to understand why the school schedules games like this. As this article from Sports Madison.com states, the extra home game is worth millions of dollars to the athletic department. Wofford does not expect the Wisconsin to make the return trip.
A simple change in market structure could net millions for the University and provide fans infinitely more excitement. Currently, the school charges the same price for every game. But as anyone who has every tried to buy a ticket from a scalper, not all games have equal value. Charging more for games against marquee opponents would give the school incentive to schedule tougher non-conference opponents.