Wisconsin Badgers head coach Luke Fickell. Samantha Madar/Columbus Dispatch / USA TODAY NETWORK via Imagn Images

Wisconsin's statement on keeping Luke Fickell shows how far it has fallen

By Ryan Stano | Last updated Oct 22, 2025 8:01 AM ET

When the Wisconsin Badgers decided to hire Luke Fickell as their head coach during the 2022 season, they were expecting to compete for Big Ten championships. After he took Cincinnati to the College Football Playoff in 2021, the Badgers were excited to bring him on board.

However, Fickell's hiring has been a complete disaster. Wisconsin is 2-5 this season (0-4 in conference play) and is 15-18 during Fickell's tenure, with only one winning season and a lone bowl win.

After being shut out in back-to-back games against Iowa and Ohio State, Wisconsin athletic director Chris McIntosh released a statement in support of Fickell.

Wisconsin keeping Luke Fickell is wrong choice

In McIntosh's statement, he indicates that the university will allocate more funds to the football program, specifically for NIL. He believes this will make them more competitive.

#Badgers AD Chris McIntosh with a message to fans. Talks about supporting Luke Fickell and additional financial investment in the program. pic.twitter.com/zA1gz6O3MN
— Zach Heilprin (@ZachHeilprin) October 20, 2025

This decision hasn't worked out for other programs that have tried the same approach. In fact, two coaches who have been fired this season serve as clear examples of why throwing more money at the program isn't always the right solution.

Penn State invested heavily in James Franklin's program, including giving him the highest-paid defensive coordinator in the sport. He was fired after losing three straight games, and now the Nittany Lions are rapidly losing recruits. Billy Napier received more than enough funding for the Florida football program before they finally decided to fire him. He just wasn't the right person to lead the team.

Fickell has proven he can elevate a program to new heights. He clearly hasn't yet mastered the world of NIL or how to leverage the transfer portal to his advantage, and that's holding the Badgers back from making progress. Moving on from him is better than wasting another year or two, as this program seems doomed to do after McIntosh pledged his support.

Ryan Stano

Ryan Stano has been covering sports since 2017 with a focus on the NFL, NBA, and College Football. His work has been featured on Sports Illustrated, FanSided, and Yahoo. He is an Ohio State graduate with a passion for the Buckeyes, Indianapolis Colts, and Indiana Pacers.

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