And, if you didn't know, UMBC has also been climbing the ranks academically:
https://www.nytimes.com/2018/03/17/us/politics/umbc-basketball.html
As much as admin and alumni may not want to recognize it, many small colleges and universities would never be known but-for their athletic teams. For every ivy league or Stanford, there are a dozen very high ranked liberal arts schools without athletic teams (or a minor level of play) that most have never heard of. Other than U Chicago, MIT or NYU , most are only known in small circles. And most college applicants don't run in those circles.
While you may attract a select applicants whose advisers, parents, or own initiative introduces your school to them, and still a few more from targeted ads... its a much harder task to introduce your school to someone who has never even heard of it. You can hire the best professors and build the best facilities and still not be able to recruit the students you want because no one has heard of you. That doesn't mean your school isn't worthy, but it creates challenges in perception for many people.