Theoretically - ticket sales, donations, media deals, NCAA postseason payouts. In Wyoming’s case, I’m sure we are counting student fees and legislative appropriations in that bucket too.
But realistically, most athletic programs don’t turn a profit under the old model. Wyoming uses football revenues to subsidize other programs. Some years, football itself operates in the red. So the whole notion of now paying players a bunch of money on top of the scholarships/stipends/facilities benefits that they already get makes zero fiscal sense at Wyoming with current revenues. But then again - we live in a country which is largely supportive of the CSU model that apparently believes debt should have no limits and we shouldn’t worry about it.