Worth every penny
Why Kim Mulkey is worth far more than the bottom line
Kim Mulkey's Tigers tip off against Duke tonight at 9 p.m. in the Sweet 16—and the run to San Antonio is doing what Mulkey's program has done since she arrived in 2021: making everyone remember that Baton Rouge exists.
The program carries an $8 million annual operating deficit, a number that surfaces every time someone wants to pick a fight about women's sports spending. The deficit argument misses the point entirely.
Why it matters: A city with a perception problem can't afford to undersell its wins.
What the numbers actually show: Ticket revenue has grown eightfold under Mulkey. Donor contributions quadrupled before the Tigers even won the 2023 national championship. Corporate sponsorships are running 25% above budget department-wide. The title game drew 9.9 million viewers—the most-watched women's college basketball game in history.
What the balance sheet can't capture: Angel Reese landed a Mercedes. Flau'jae Johnson signed with Roc Nation and holds a $1.5 million NIL valuation. Amazon cut its first-ever college athlete commercial featuring two Tigers. Shaquille O'Neal executive-produced a Prime Video docuseries set in Baton Rouge.
The bottom line: AD Verge Ausberry said it plainly: "Ticket sales drop off a cliff if she's not here. Corporate partners lose visibility. Broadcast interest wanes."
Tonight they won't. The Tigers are dancing, the brand is bigger than it's ever been, and an $8 million line item has never looked more like a bargain.
