The community around an institution and an institution's donors are fans of the school. They may have no other association with the college or university other than a keen interest in its success Consequently, the community and donors will willingly make sacrifices for the institution, most notably a financial contribution. PR Teams need, strive for, seek, and thoroughly enjoy press coverage. Press coverage is what communicates a team's records of accomplishment, news making achievements, recruiting successes, etc. So is the importance of an institution's public relations and media operations.
All athletic teams have owners.
Schools, arenas of education, have owners. I, and hopefully you too, am filled with wonder when I witness a successful educational organization.