I found this article on the University of Kentucky fan site. It speaks for itself. I understand the whole BCS argument of how larger SEC-type schools can do what Tech can't, but the tone still shows how athletics can be as important as academics and actually lead to better academics in the process.



UK President: Athletics Can Bolster Academics


03/30/2005
The University of Kentucky's athletics program is one of only 40 in the nation that is financially self-sufficient - a status that is allowing UK to become a national leader in using athletic resources to fund academic needs.


In a position paper about the role athletics can play in enhancing academics, UK President Lee T. Todd Jr. said UK Athletics recently agreed to give the university $1 million annually for 10 years for non-athletic, academic scholarships.

In addition, as a result of the recent $80.5 million multimedia rights deal between UK and Host Communications, UK Athletics is contributing $1.36 million to help fund five new scholarships for the Singletary Scholars program.

The program represents the most prestigious undergraduate scholarship at the university because it covers tuition, room and board, and includes a stipend. Because of financial constraints, the scholarship program had not been expanded in 20 years.

"UK has become a national leader in using athletic resources to fund academic needs," Todd says in the most recent edition of "Issues, Ideas and Ideologies." http://www.uky.edu/President/III/athletics_success.pdf "UK Athletics has been a tremendous steward in supporting programs that attract the best and brightest to the university."

The athletics program at UK is one of only 40 out of 117 NCAA, Division I programs that is truly financially self-sufficient, according to a recent study by Daniel L. Fulks, an accounting professor at Transylvania University.

Moreover, because of the athletics program's success and popularity, UK received more than $1.5 million in free, premium media advertising during basketball and football games - a forum that allows the university to tout its academic programs. Institutional spots and a special program - "UK At The Half" -- also appear on the radio network covering UK football and basketball games, an advertising value of nearly $300,000.

UK Athletics also is using one of its major advertising partners - CHA Health - to sponsor the academic program, Class of Kentucky. The program spotlights outstanding high school sophomores throughout the state. UK monitors the students' progress as part of an effort to keep the state's best and brightest in Kentucky when they choose a college or university. Students in the program are featured in 30-second television spots on TV stations across the state to help drive home the message "that academics and leadership are vital to the state's success," Todd said. Class of Kentucky participants also are invited to UK's campus each summer for a day-long visit and are recognized at a home football game in the fall.

Football and basketball games also are being used as a platform to recognize academic superstars, who excel in the classroom and research labs. Todd said that since the fall of 2001, some of UK's academic elite have been recognized at breaks during home basketball and football games.

"By leveraging our athletic prowess to help market, recognize and fund our academic initiatives," Todd said, "we can ultimately fulfill the university's most prominent mission of enhancing our academic programs." "Issues, Ideas and Ideologies" by UK President Todd is a periodic position paper about issues of importance to UK and the state of Kentucky.