Hmm, why would an AD NEED to "cater to rich fans" at a traditionally non football school with a smaller geographic and lower income demographic than its in conference opponents?
Well, here's just one reason-
People went BALLISTIC when they raised ticket prices less than 100$ per year at one point, and EVERY price raise since.
The negative UK fan complains about EVERY move that would help make the football program competitive if it will cost them a penny more to do it. Then they BTCH and MOAN about NIL when they're not doing sht to contribute to it. No matter how hypocritical you wish to be, REVENUE is what is driving the sport right now and for the foreseeable future.
Mitch saw that before he was hired and has driven the UK struggle-bus to get there while being lambasted by the toddlers who can't enjoy the ride. They've been blasting the coach that got them two 10-win seasons, a bunch of bowl games, and better recruiting year after year than they've ever seen in a 5-6 year stretch. (That success helped actuate the building of the recruiting center promised to Brooks over 10 years before.)
The fact is that none of the wankers that incessantly complain about football will stop complaining about football until it's no longer fashionable to do so. They have no clue about anything except what they can repeat from others. They love slippery slopes and will always find the pea at the bottom of 15 mattresses.
They don't like that we are competitive in football and in the SEC because it proves them wrong. They're basketball fans that miss having football on which to transfer their frustrations. That is their only consistency. AND THEY HATE THE AD THAT HELPED MAKE US COMPETITIVE IN FOOTBALL, VOLLEYBALL, AND MOST OTHER SPORTS.