Louisville did it this way:

Greenrex · August 26, 2013

Over the past dozen years, to feed its unending appetite for live football, ESPN has made Louisville Cardinals midweek games a mainstay in prime time. In turn, Louisville has made exposure on ESPN the centerpiece of a campaign to rise above its commuter-school roots and become a powerhouse in college sports.

“If it wasn’t for ESPN, we would be a fraction of what we are today,” Tom Jurich, Louisville’s longtime athletic director, said in an interview in his office on April 1 as the university savored its latest basketball success: the men’s and women’s teams were each on the way to the Final Four. The men went on to win the N.C.A.A. title.

The article...http://www.nytimes.com/2013/08/26/sports/at-louisville-an-athletic-boom-made-for-and-by-tv.html?nl=todaysheadlines&emc=edit_th_20130826&_r=0

drex · August 26, 2013

Back in the 80's Corky Nelson, who was athletic director the the time (as my memory serves me), went to a Louisville game. He came back blown away by how Louisville had done so much with really not a lot of money (like us). He said that the customer service at the stadium was unbelievable. He mentioned 'ambassadors' who greeted all the fans and thanked them for coming. Concessions were very customer friendly, etc. Anyway, he said that North Texas had a long way to go to give fans the same game experience as Louisville did. Thankfully, we have gotten a lot better at public relations at the game....the customer service office during games is really a good thing, and the spirit shop on site is great. Even the yellow shirts now welcome you to the game when you come in....in the past it was rather dismal....even concessions being sold by people wearing Texas and SMU shirts, etc. So, we have come long way, thankfully.