Rather than "self-promotion," I would say it's more like "cross-promotion."
Yes, PJ Fleck is promoting the University of MN football program, and by extension, the University at large. But, at least to some extent, he is also promoting the "PJ Fleck" brand. I think everyone gets the idea of "branding" in today's media-driven culture. Pro athletes are always talking about promoting and extending their "brands," often in a commercial context.
For a college coach, the idea of "branding" is also valid. "Nick Saban" is a coach, but he's also a brand name. Same for Urban Meyer and other big-time coaches. I do not think PJ Fleck is blind to the notion that, while promoting the U of MN, he is also raising his own image and building his own brand. I have yet to meet a coach - at any level - who didn't have an ego.
We can argue about how much that brand exists separately from the U of M, but the dude has his own reality show on national TV. The title of the show is "Being PJ Fleck." Even if you believe the primary goal of the program is to promote Gopher Football, at the same time, the program is raising awareness of PJ Fleck as a coach, and as a brand. Hey, if it means the guy can snag a little more money in endorsements in the future, fine - that's the American Way.
The real question is the ratio. Is he 100% about gopher Football and 0% about PJ Fleck. I would say no. Is he 100% about PJ Fleck and 0% about Gopher Football. Again, No. The question is where you set the ratio. But, even if, say, it's 90% about Gopher Football, then its at least 10% about PJ Fleck. That's cross-promotion.