It's on Athletics first. Marketing, ticketing, promotions, student engagement, game day experience (concessions, team store, in-game entertainment). It all has to be better. They had a generational Zips athlete in Freeman and did almost nothing to capitalize on it. Little things like concessions closing with 10 minutes left in a game. the team shop being closed on multiple game days, players being introduced in the freaking dark. You can't do things like that and expect to be seen as a serious athletic department.