If BYU athletics really are the missionary tool you think they are (which it isn't) then everything I say is moot and they WILL put the money into it to succeed. So I guess well just have to sit back and see where it really does sit for the church. They spend the money it is a missionary tool; they don't, it isn't.
But missionary tool aside, an investment in BYU athletics (as presently constituted non P5 school) for business reasons is not good business and not even close to an investment in City Creek, high-rise apartments in Philly, cattle ranches or just about anything else.