you are saying here is true, and the story that you actually linked to is true.
In the quote I gave from the story that you linked to in your OP it stated:
'Mizzou football brought in 25% more revenue during the fiscal year that included the 2023 season than in the period including the 2022 season as the Tigers reaped the monetary benefits of an 11-win campaign and high-profile Cotton Bowl victory.
It came at an increased cost, though, as football expenses rose 45% for MU Athletics that year, shrinking the margin by which the football program generated a profit.'
http://www.tigerboard.com/boards/view.php?message=19373046
You in fact replied to that post some 5 hours before you posted the one I'm replying to here, fwiw.
To show how this might work, let's simplify the numbers a bit.
If in the prior year revenues had been $100M and expenses had been $70M, that would have left them with a $30M profit.
Then in the next year, if revenues jumped 25% that would have been $125M in revenues. If expenses jumped 40% that would have been $98M in expenses leaving them with a $17M PROFIT.
Yes, their profit would have dropped by $13M but that would have been a profit and NOT a loss for the football program.
On the other hand, if the rest of the Athletic Department showed a loss (eg women's sports) of $33M then the AD would have shown an overall loss of $20M, despite the football program still being in the black.