The problem I see is that it’s a retention tool primarily for a single generation of members that grew up a) caring more about sports in general and b) witnessing a very successful BYU football program.

The monetary value as a retention tool drops off over the next 20 years as the members with the strongest affinity for BYU sports move to fixed incomes. Then it becomes harder to justify spending millions in generation-dependent retention when younger generations of young families are having greater retention issues.