There are many, many reasons. (1) because it is a privilege to represent the University of Montana, and before you earn the honor of doning a uniform that says "Montana" on the front, you make a commitment that you will not do anything to harm that brand. Part of sports is teaching about honoring one's commitments, and that there are consequences to one's actions.
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"Harming the brand?"
No one has "harmed the brand" more than Royce Engstrom. It is an old saying in business and bureaucracy that "everyone rises to the level of his own incompetence." UM had 20 years of sustained, healthy growth under George Dennison; it was without question the lead institution in Montana, and George was quite proud of that fact, always referring to UM as "The University of Montana," resurrecting the "The" which was, in fact, part of the original charter.
Royce Engstrom was an accident. There were three finalists when George retired, but then two withdrew, leaving just Royce -- then the campus Provost -- as the default. He got the job without competition. Then the troubles began. Determined to prove he was his "own man," he changed the logo to the infamous "wet noodle" design which was generally met with derision. UM was no long "The University of Montana," it was merely "University of Montana."
Determined to move decisively against a "rape epidemic" that didn't exist, he hired retired judge Diane Barz, who had never done anything like that in her life. She got paid $160 an hour to do a "report" on the problem. She wandered around campus for a few weeks, complaining that no one was telling her what she wanted to hear. Her "Final Report" was something of a dud, but Engstrom acted decisively, firing the athletic director and the football coach. Since the two of them had been among the most proactive of officials in educating student athletes and in imposing discipline, their firings were something of a mystery. Engstrom reportedly wouldn't look them in the eye when he fired them. He stared as his shoes.
At that point, the fiasco descended into parody. The radical Department of Justice, under dedicated Leftist Tom Perez, did an investigation. UM was forced to agree to all sorts of transgressions and rules; Engstrom simply rolled over and agreed. He was not a fighter, and he refused to defend the Univerity of Montana. Later, when faculty and students complained that, among the onerous requirements agreed to by Engstrom was an annual written report to DOJ of students and faculty that had failed to meet the "re-education" seminar requirements.
When the Montana Kaimin asked Engstrom about that reporting requirement, he was surprised. He hadn't read the agreenent he has signed between UM and the U.S. Department of Justice. He was completely unaware, he claimed, that UM had agreed to snitch on students, faculty and staff.
Tragedy declined into farce. Legal proceedings blew up on Engstrom and, at the end of the day, of all the frantic efforts and publicity and headlines and trials, there was just a single conviction resulting fron a guilty plea, involving two childhood friends from Frenchtown who often overnighted at the Missoula residence of the student athlete. She had overnighted on this occassion, and he came in seeking sex. She said she was frightened and did not so "no" or resist. But, she did immediately report it to the police. He did not contest the charges and got a sentence of 30 years in prison with 20 years suspended. At about the same time, a varsity basketball player at MSU was charged with rape of two minor Bozeman girls. He pleaded guilty and got six months jail time, with three months suspended.
So, for all the turmoil and headlines, all Engstrom got besides embarrassment for the University of Montana, and a thoroughly negative public reputation that continues to haunt the campus, with mass firings a faculty and staff, there was but a single conviction, a guilty plea, regarding an incident between two family friends whose "relationship" went back to their childhoods growing up in Frenchtown.
"Don't Harm the Brand" you say?
Well, aside from the Keystone Kops quality of the UM Administration the past seven years, how about having the worst season conference results in 32 years? Does that count?