Some schools, like LSU, have reported a 100x return or greater on their investment in their football coaches salaries, with respect to increased alumni donations, memorabilia sales, etc.
Professors can't do what he does: bring in big-ticket spending, sponsorships and donations.
Basically, people don't act rationally so the market is irrational.
I wouldn't so quickly ignore the additional tuition revenue athletics departments bring in at non-Tier 1 schools.
University athletics are a weird thing. But if the pay bothers you, think of it as a commission. Going cheap on that will likely cost more than it saves.
https://moneywise.com/managing-money/employment/the-10-highe...
It's best to not think of athletics as part of the university at all, except when they start to lose money and become parasitic.
ESPN is doing something like $5B (billion) at maybe $450M per year going forward for the SEC conference? Some parts of that deal are going up 3x+.
https://www.sportico.com/leagues/college-sports/2020/sec-esp...
So it's been going up like crazy. The key thing is to get the athletes paid in my view.
These sports are not your average rec league type pickup games.
That ties into massive fundraising by university that rides the back of these games.