Brandon's predecessor, Bill Martin, introduced Personal Seat Licenses to the Big House, but only after the nation's next 19-biggest stadiums had already done so. Even then, the PSL program was relatively moderate, he spared the fans in the endzones, and he lowered ticket prices after the 2008 recession. Even after the team finished 3-9 in 2008 and 5-7 in 2009, Michigan's wait list remained robust.
"Just because you can charge them more," Martin told me, "doesn't mean you should. You're not there to ring up the cash to the nth degree. It's a nonprofit model!"
In Brandon's first four years, he has increased the operating budget from $107 million to $147 million. That does not include the building program, most recently estimated at $340 million. In Brandon's defense, he has generated a $5 million surplus (down from $9 million a year ago) and the buildings will benefit all Michigan's teams, not just football and basketball. But his budget also includes his $1 million salary, almost three times what Bill Martin paid himself -- and yes, the AD does pay himself -- plus Brandon's $300,000 annual bonus, which contributes to a 72-percent increase in administrator compensation; not to mention an 80-percent increase in "marketing, promotions and ticketing"; and a 340-percent increase in "Hosting, Food and Special Events."