Go look at the list of top national universities.  Almost all field athletics programs and most of those programs include football.  What university administrators all over the country understand is that athletics serves important purposes beyond "public sports entertainment" starting with branding and marketing.  In today's social media heavy environment athletics news helps keep the university's name in the public consciousness.  Go look at the list of most-read Star-Advertiser articles -- it usually includes some late-breaking story about UH athletics.  That exposure in turn helps universities attract more applicants and increase tuition-paying enrollment, which in an era of reduced public support is their lifeblood financially.  It also increases alumni support and general public donations.  Beyond the marketing benefit, athletics enriches campus life for many students who enjoy attending games, and enables athletes who could not otherwise afford school to get a higher education.