The football program made $46M, and the athletic department, including the football program, made $15.6M.
At least that's how I understand it.
The football program has put Alabama on the national radar and has helped student recruitment. I don't know how you monetize that.
My son wasn't a big football fan, and the football program had absolutely nothing to do with his decision to attend school at Alabama, but he enjoyed going to the games. It definitely added to his student experience.