The UNM women's basketball team could not compete with its male counterpart in generating money for the University last year, a trend that is expected to continue.
Despite a stellar season at the box office and its best performance ever in the NCAA tournament, the women's team generated a combined ticket sales and concession stand income of slightly more than $845,000 last year, according to Athletics department figures.
The men's team, however, which had an admittedly mediocre season, netted more than $3.8 million.
The reason, department officials say, is a discrepancy between ticket prices.
The highest priced season tickets for the men's team are going for $440 this season, compared to only $126 for the women. Adult tickets for the men's games are $22, while the same tickets for the women's games are $8.
Conrad Colbert, senior associate athletics director, said many women's basketball fans got their tickets at a greatly reduced rate several years ago and the department does not want to slam Lobo fans with a huge price increase now that the team has improved.
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"We don't want to lose our fan base, plain and simple," Colbert said. "Once the women's team's average ticket prices go up, they will be a force financially. Right now, though, the men's team is our moneymaker."
Colbert said the Athletics department relies heavily on the men's basketball team to generate revenue because of the profit that comes from each ticket.
The women's team, he said, produces a little more than $3 in net profit per ticket while the average ticket for a men's basketball game generates a $15 profit.
Still, Colbert said the department couldn't be happier with the women's recent achievements and that a successful team with a loyal fan base makes up for any difference in revenue.
"They are doing great, and we couldn't be happier," he said. "We know the profit will come, but we don't want to hit the fans with a huge price increase all at once. That wouldn't be fair."
In addition, the women's team generates a little more than $1.3 million through corporate sponsorships compared to the men's $6.67 million.
Rudy Davalos, UNM's athletics director, said he knew that to build a fan base for the women's team the department had to offer cheap tickets.
He said the prices will increase to match growing costs in years to come, and to match the success he hopes the players and coaches find.
"Basketball is our biggest profit maker," he said. "At the same time, the fans treat you the way you treat them. We are striving to find a middle ground as far as ticket prices go."
Davalos said another factor in the revenue generated by the men's team is private contributors, which haven't faltered despite the men's 10-18 record last year.
"What really matters is that our sports teams are successful," he said. "If any team is successful and able to generate money, the rest of the teams will benefit."
