'Slap In The Face' – Wisconsin Football Ripped For Retaining Luke Fickell

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'Slap In The Face' – Wisconsin Football Ripped For Retaining Luke Fickell

To the surprise of many, Wisconsin didn't wait until the end of the 2025 season to make a decision on head coach Luke Fickell.

Fickell has been the head coach at Wisconsin since 2023, owning a 15-19 overall record. The program has looked uncompetitive at times this season, losing 34-0 to Ohio State and 37-0 to Iowa. Things won't get any easier in the coming weeks since No. 2 Indiana and No. 24 Washington are on the schedule.

Even though Fickell hasn't lived up to expectations, Wisconsin has announced that he'll return for the 2026 season. The plan is for the Badgers to invest more more into their football team.

"Chancellor [Jennifer] Mnookin and I are aligned on significantly elevating investment in our program to compete at highest level," Wisconsin athletic director Chris McIntosh told ESPN. "We are willing to make an investment in infrastructure and staff. As important is our ability to retain and recruit players in a revenue share and NIL era."

MADISON, WISCONSIN – NOVEMBER 16: Head coach Luke Fickell of the Wisconsin Badgers looks on during a game between the Wisconsin Badgers and the Oregon Ducks at Camp Randall Stadium on November 16, 2024 in Madison, Wisconsin. (Photo by Robin Alam/ISI Photos/Getty Images)Robin Alam/ISI Photos/Getty Images

During an interview with Jesse Temple of Badger Connect, McIntosh admit that Wisconsin's football team won't be measured simply by wins.

"I think the priority is to continue to grow the program in a way that puts us in position to achieve those expectations," McIntosh said. "That comes in many forms. It's not limited to wins and losses."

Fans fire back.

Countless people have ripped McIntosh for trying to minimize the importance of winning games.

"We’re no longer counting wins and losses in football games," Big Cat of Barstool Sports said. "What a joke and a slap in the face of every alum and fan."

"At some point this is all just a bunch of BS," one fan wrote on X. "I refuse to believe that the football team that was in the top 10 among FBS programs in wins from 2000 to 2020 with no money and with a ton of 3 star or less talent should somehow need a massive financial backing in order to win."

"McIntosh has run the football program into the ground, while alienating former players," a second fan commented.

At the end of the day, Fickell's tenure with the Badgers will be defined by wins and losses no matter what the athletic department says.

In the moment though, it certainly sounds like Wisconsin has lost its way just a bit.

This story was originally reported by The Spun on Nov 8, 2025, where it first appeared in the College Football section. Add The Spun as a Preferred Source by clicking here.

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