Why Georgia football fans keep giving money to Mark Richt’s program

Despite the sniping and second guessing, Georgia football coach Mark Richt has been benefiting more than most coaches from a bunch of remarkably heavy spenders: University of Georgia fans.

101715 ATHENS: Georgia head coach Mark Richt encourages his defense and the fans to hold Missouri on a goalline stand after they intercepted Georgia during the first quarter in a football game on Saturday, Oct. 17, 2015, in Athens. Curtis Compton / ccompton@ajc.com

Georgia head coach Mark Richt encourages his defense and the fans to hold Missouri after they intercepted Georgia during the first quarter in a Oct. 17 football game in Athens. Curtis Compton / ccompton@ajc.com

Georgia is topped by only Texas and Notre Dame when it comes to major university football programs that bring in the most money, after controlling for variables like win-loss records and school location, according to analysis by Emory University marketing professors Manish Tripathi and Michael Lewis.

“They have built a really strong fan base that supports them” no matter how the team fares, Lewis said. “They are still going to sell that stadium out next year.

Find out more about why UGA’s program doesn’t feel the same stabbing financial pain that most businesses do when they disappoint customers, in the latest Unofficial Business column on myAJC.com.

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