The only problem with that analysis is that athletic departments engage in creative accounting and have no incentive to be profitable. If they make more money then they spend they simply engage in profligate spending. They put the money in unscheduled capital improvements in the never ending arms race and pay coaches in low revenue sports lots of money. An article I read a few weeks ago made this point by illustrating how an athletic department had tons of leftover money so it decided to pay its volleyball coach 350k a year. I will find the article later and link it.
Needless to say, athletic many departments could turn a big profit if they had to or wanted to.
Here's the link. Also, I was wrong about the volleyball coach. It was $300k not $350k.
http://espn.go.com/espn/otl/story/_...ved-economic-downturn-earning-record-revenues
I actually contemplated the adding the accounting disclaimer, but figured that nuance is lost on most. It will certainly have an affect.
GAAP comparisons are hard, here because there are so many differing expense allocations. Moreover, the athletic departments are a minor side item when these financial statements are taken as a whole, so the specific numbers for football (insert any sport) are lost, not by design, but through the cost benefit problem associated with massive organizations. Universities and their auditors don't focus on these issues, not because they wouldn't care, but mostly because there not worth the time given their relative weight in the University system is small.
However, I think your right on this being a problem, I don't think the motives are generally dishonest. These are audited and "creative" accounting is probably a misleading term as opposed to saying "priorities are elsewhere." In Accounting, there is a consistency standard, so the University accountant is going to set his allocations based on activities that drive the overall organization, and the athletic department is simply going to be along for the ride.
I know for a fact that the U of M shows less profit here relative to the big ten, because of this very issue (or at least had in the past). I know, because they explain it in great detail. There cost allocations hits the Athletic books differently than all other big ten schools. However, they are still GAAP compliant.
As for profitability, because of the lack of consistency across Universities one will not see perfect numbers, but they should be thrown out cynically. I think University numbers are not directly comparable line by line, without the FS notes and a professional to interpret (CPA). However, because of the Smoothness effects of GAAP and law of large numbers, industry numbers will probably give a good feel. Say if I was preparing this argument in a litigation support scenario, the profitability figures would a carry a range. I'll fully admit, that 2009 study is low, but it was done by CPA and serious University accounting expert. Nonetheless, even if you double everything to account for slack, your still not talking about huge profits.
The "Volleyball" example is a sore spot for me, as I'd bet (from direct experience) that particular University has a "Use it or lose it" budget policy. The US Gov does this, and it's common in bureaucracies. It sucks, because it forces waste. The problem is, departments that don't use funds, don't get them the next year. The US army literally has a week they call spendex week. Last week in September (fiscal year end). All excess ammo that was and pinched and conserved all year (to accommodate training schedules), is then literally sent to ranges and fired as fast as it can be. US forts sound like DDay. All so they can money the next year; otherwise, the DoD would be more than happy to send it off to build a replacement fighter jet that we don't want, need, and that sometimes doesn't even work (see F-35).
I won't dispute the assertion that Athletic departments could turn a big profit. Yet, let's call it like it is, they would need to seriously cut almost all sports. The U would keep 3 for sure, then you'd evaluate each's affect on the overall margin after cutting. Maybe 5 would remain, but probably 3 (assuming no Title IX). There goal isn't profit, and it shouldn't be.