If the staff at Wisconsin is retained for another season after the year they are having, the AD is putting his future at risk. They are going to be lucky to win more than one game the rest of the season, so finishing at 3-9 is a very real possibility, 1-8 in conference. Going to be hard to convince the donors to give money or people to purchase tickets for next season under those circumstances.
Fickell has been there for three seasons now and has a losing record, at a school that has had a lot of success in the past, even if it was in the B10 least division. This is not a Purdue that has not had winning records, but a program that has shown for years that they are at worst a 8 to 9 win team. Thinking the coach is going to turn it around in season four is risking a lot for the AD. Guy is betting his job on it.