The football (and lesser extent basketball) programs have been funding the non-revenue sports for the past 50 to 70 years. More and more of those revenues, however, will be distributed to the players themselves (NCAA-House settlement) and the current NIL endorsement deals (and the practice of "collectives") are being largely given to the football programs.
The P-5 (or 4 now) finds itself in an arms race and if a Michigan wants to repeat as national champions, it will have to begin throwing massive amounts of money at its football program at the expense of its other sports (the new Ohio State model).
