Wisconsin athletic director Chris McIntosh confirmed Luke Fickell will remain the head football coach.
The decision comes amid a 2-6 season and an 11-game losing streak against power-conference opponents.
McIntosh cited Fickell’s competitiveness and the players’ belief in him as reasons for his retention.
The athletic department has pledged increased financial investment in the football program’s infrastructure and recruiting.
MADISON – Chris McIntosh put speculation to rest about Luke Fickell’s future as the University of Wisconsin’s football coach.
On Thursday afternoon, Nov. 6, the Badgers director of athletics informed the team that Fickell will remain as the program’s head coach.
“I can see a path forward,” McIntosh told the Journal Sentinel on Thursday. “I can see a plan that we can execute and I can see a way for us to be successful and competitive in ‘26 and beyond.
“And so that’s where my priority has been. And I think that’s what my job is, to focus on those things that are within my control, within our control. And right now, I think the best path forward, the best path to allow us to be competitive is to execute the plan we have with Luke as the head coach.”
The decision comes as Wisconsin is mired in its worst season in decades. The Badgers are 2-6 overall, 0-5 in the Big Ten and have lost 11 straight games against power-conference opponents dating back to last season. Ten of those losses came by double digits.
Fickell, who is in his third season as Badgers coach, has been the face of those struggles. He has a 15-19 record at Wisconsin and has been booed lustily at home games. The “Fire Fickell” chants can not only be heard at football games but other UW sporting events, too.
The decision comes with the Badgers on the verge of being guaranteed their second straight losing season. The team hosts Washington (6-3, 3-2) at 3:30 p.m. Saturday.
Also looming for Wisconsin is signing day. The early period, which is when the top prospects sign, is Dec. 3-5. UW has 14 players in the class, but it lost one as recently as Monday.
“I think I owe it to, first and foremost, our players,” McIntosh said. “I think I owe it to our future players, our recruits who have committed to us and I think I owe it to our fans to just put an end to the speculation that’s kind of swirled around our program and to just create clarity on the fact that Luke’s going to be our coach going into the future.”
Chris McIntosh sees a ‘love and belief’ players have for Luke Fickell
Fickell will earn a total of $7,825,000 this season, not including bonuses, which ranks No. 8 in the Big Ten Conference. His return means UW doesn’t have to worry about the $27 million buyout he would have received upon his dismissal.
However, keeping the coach didn’t have anything to do with money.
McIntosh’s optimism about Fickell’s ability to lead the Badgers came down to a few factors.
Despite a sub. 500 record the athletic director continues to see the same traits in Fickell that he did when he was hired from Cincinnati after the 2022 season.
“He’s probably the most competitive person I’ve ever met in my life,” McIntosh said. “He’s tough. He understands the Big Ten. He appreciates a physical brand of football that aligns with Wisconsin. He’s got a vision and a plan to allow us to return to the level of success that we expect.
“But I think, as or even more importantly, he’s got the fire and the determination to do that. That has not changed. That has not waned.”
The Badgers have been hammered with injuries this season as well as the mental fatigue of a losing streak. McIntosh, however, hasn’t seen that dampen the spirit of the players.
“I think the players on this team have a love and a belief in him that even when faced with the type of adversity that we have been largely this year in the form of injuries, I think you can see the effort and the determination and the work ethic that they have approached this season,” McIntosh said. “I think the team is fully behind him, and that’s important.”
McIntosh is in regular contact with Fickell and Chancellor Jennifer Mnookin about the program, focusing on identifying what is holding it back.
“They’re correctable, and the process has already begun to address them,” McIntosh said of the issues “We’ve developed a plan, and we need to execute our plan. That’s not to say that it will be easy. It will require all of us.”
Last month McIntosh announced the department would provide more “Athletics-funded investments into infrastructure, staffing and, most importantly, student-athlete recruiting and retention.”
McIntosh wouldn’t share what percentage of the department’s revenue share with all its athletes goes to the football program but said the amount UW allocates to the sport is “on par with those that we intend to compete against.”
Instead, McIntosh talked about the investment UW is making into the indoor practice facility being built next to the stadium as well as building on to the NIL opportunities it has developed with its Learfield partner Badger Sports Properties.
“I think we’ve shown over the past few years a willingness to increase resources in the program and we will continue to do that,” McIntosh said.
Wisconsin head coach Luke Fickell is shown during the third quarter of their game against Maryland Saturday, September 20, 2025 at Camp Randall Stadium in Madison, Wisconsin.
Chris McIntosh continues his of support for Luke Fickell
The development marks the third time this season the athletic director has addressed the public about the football program.
After the Maryland game Sept. 20 he voiced support for Fickell. On Oct. 20 he sent an email to fans voicing his disappointment in the season while also pledging more department resources to the program.
Thursday, McIntosh emphasized that the program’s performance is unacceptable while showing his football coach support in the strongest form yet.
Saturday will be the fans’ turn. Camp Randall Stadium attendance has dropped dramatically this season and with a strong chance for rain it will interesting to see how much of a crowd is on hand.
McIntosh said he understands how fans feel.
“I would say, first and foremost. I’m very grateful for the support for those fans that are showing up and sticking with us and supporting us through this,” McIntosh said.
“I understand that there’s a tremendous amount of frustration out there. I’m optimistic. I’m hopeful that when our fans see the progress that can be made through our offseason and coming into next season, that they’ll see the same thing that I see. And that’s a reason to be hopeful about our future and to believe in our ability to be competitive in 2026.”
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