Part of the drive for revenue is simply costs. Covid hit all school athletics pretty hard as most today have to be self sustaining. Often, it's the football and basketball revenues that fund a lot of the athletics these days.
Seems to be a self feeding monster but .. for Covid, the Big Ten noted (theathletic.com) in 20/21:
Illinois reported only a $3.2 million loss to the NCAA, while Purdue’s deficit was slight at $8.1 million. Nebraska, which currently has no debt, showed just a $12 million shortfall. Other Big Ten documents received by The Athletic show varying losses at Michigan State ($15.4 million), Minnesota ($18.3 million), Maryland ($20.9 million) and Rutgers ($31.4)