The driving factor for "Moving Up" isn't football. It is Basketball, and they wouldn't be moving up, just moving to a different conference. Basketball (Men's and Women's) would be the larger beneficiary of a "Move Up". It would get both a chance at getting better talent, and in a conference that has more chances at bids into the NCAA Tourney, which in turn would mean way more money split between all the conference schools. Mountain West Men's Basketball had 6 bids last year (their highest ever since 5 in 2012-13). Even if it is 3-4 a year, that is a major improvement. And the bids aren't for 14-16 seeds or Play-in... They are games VS teams that you would actually have a chance against (not every year of course). Each tourney game gets the Conference one "Unit" (worth about 2 million dollars) each win gets you another "Unit". Yes, Football drives the car now, but it doesn't have to be the only driver if you "move up".