14-02-2025
UNM's Fernando Lovo details 'staggering' economic impact of Lobo athletics
Feb. 13—It's not hard to count New Mexico's recent on-field — and on-court — successes.
A men's basketball program off to a record-breaking start? Check. A football program that notched its first ranked win in over 20 years? Check. And a track and field program continuing to set school and conference records at a near-weekly pace? Check again.
As for counting its off-field successes? Thursday was all about that.
Speaking at a luncheon hosted by the Greater Albuquerque Chamber of Commerce, UNM Athletic Director Fernando Lovo, President Garnett S. Stokes and head football coach Jason Eck detailed the "staggering" economic impact Lobo athletics has on Albuquerque during a presentation at the Embassy Suites.
Addressing roughly 200 business and community leaders, Lovo said UNM athletics generates nearly $75.2 million worth of yearly economic activity across Albuquerque, per a study contracted by the department. Over $150 million in local direct and indirect revenue over the last three years was traced to Lobo athletic events, he added, representing nearly a fourth of the total economic impact provided by the department in that span.
"Investing in athletics is investing in economic development," Lovo said. "The numbers don't lie."
The study also revealed the athletic department has brought in $252 million in advertising value through nationally televised football and basketball games over the last three years. With six games on ESPN, FS1 and truTV last season, Lobo football brought in an estimated $97 million worth of organic exposure for the school and Albuquerque as a whole — the equivalent of $86 million invested in manual advertising campaigns, Lovo said.
"It's irreplaceable advertising," said Eck, UNM's first-year coach. "You could never get that advertising (anywhere else) ... when they put those TV cameras (out) and show that packed house, show the hot air balloons out in the distance, I think that's great advertising for the city as we continue to grow and make this place better."
But Thursday was just as much a call to action as it was a victory lap. UNM's athletic department will soon be tasked with distributing an estimated $20.5 million among its student athletes, Lovo said, and will be accountable for around $5 million in Name, Image and Likeness, or NIL, back pay to former Lobos.
That's all on top of regular difficulties brought on by the transfer portal, NIL deals and the fact that UNM's annual athletic budget ($47,763,222) is currently second-to-last in the Mountain West; only San Jose State's budget ($44,546,781) is lower while San Diego State ($103,930,691) boasts the highest in the league.
While Lovo acknowledged the challenges posed by balancing new costs, he said he was confident more on-field successes will come.
"When we unite as a university athletic department and business community, we create endless possibilities for success," Lovo said. "By supporting one another and working towards a shared vision, we will achieve all of our dreams and aspirations. The future is bright for local athletics and this business community.
"Together, there is nothing that we can't accomplish."
