Most people are also perfectly happy to go along to get along, and keep doing what they've always done. But that's not how you get Apple, Google, Microsoft, Facebook, Amazon, etc.
I don't know if there is a lot of room to increase the marketing and revenue for the so-called non-revenue sports, but I do know that the bean counters in the finance world have taken a new interest in it because they see more potential growth (e.g. profit) there than in the current, well-established markets. Research and trial and error by people not afraid to take risks will provide some kind of an answer. The status quo will always be there for the people it serves, but ask IBM about that.