Somehow, the first thing that comes to mind after reading those figures is "I couldn't care less." Its fine to have sports for the students who participate, but nothing is more distant from the institution's primary mission than running an entertainment business for alumni.
Sports is not just an entertainment business for alumni. Collegiate athletics should be entertainment for everyone, like a theater or dance production, ar a music recital or concert. Unfortunately, too few enjoy both ends of the spectrum and we end up with sports fans and arts fans. Athletics is, at most schools, a powerful recruiting tool. Students want sports just as they want a state of the art student union or up to date dorms.