You obviously aren't much of a football fan. UM's attendance, season tickets and fan support have been going up and setting records. There's no fan fatigue.
For schools like Drake and CWU, I assume UM nets about $1 million. There is large tickets revenue, and the U gets revenue from concessions and sale of Griz Ware. UM doesn't net anywhere close to that amount on high-pay road games, where UM has to pay its travel expenses out of the game fee.
Home games are incredibly huge for the Missoula community and businesses. Away games bring zero dollars to Missoula.
"One University of Montana home game football weekend brings in $5.2 million in nonresident visitor spending to Missoula County, including almost $1.6 million in lodging and accommodations and more than $1.3 million in restaurants and bars, according to the
Bureau of Business and Economic Research at the University of Montana."