One if the beauties of being in the SEC is having enough money to throw around to non revenue sports, and it's myopic to think that can't or won't pay dividends at some point. The athletics department is swimming with money, so it makes sense to spread the love around and show off the entire program.
Some of the biggest heavyweights in college sports came from non revenue sports, btw. Phil Knight, Jim Host, Boone Pickens.
Huge Matthew Mitchell fan here. He's incredible. How can you not love the guy??