This is a joke right? Economics 101, you incentivize persons to produce the result you want. My guess is the administration believed that the only way to get out of the BE was to improve the overall perception of the athletic programs as a collective. Whether any of us believe that is what needed to be done is another argument. That said, they aligned his incentives to achieve that goal. So DG should be fired for doing what his bosses wanted him to do?
I'm not sure your position at work, however, if you're upper management, or do any sort of strategic management of people, please take a night course on economics or watch some YouTube videos on incentive based compensation.