There's an article today in Puck Daddy about the University of North Dakota logo. Supposedly the university earns at least $750,000 from fighting Sioux merchandise annually.
This is not to say that the University of Denver would sell anywhere close to that much merchandise, just that its reasonable to project DU earning six-figures annually from Boone apparel. The proceeds from Boone merchandise could fund minority scholarships, continuing education for fifth-year athletes or tuition for injured athletes.
Or the money could be used to fund improvements in Magness Arena such as lighting, a new scoreboard or video system.