The University of Tennessee played it right. The received a huge amount of free publicity for the next few days. As a result admissions applications will increase, donations will increase and their fan base will grow a bit. They raised more than $150,000 in two days to replace the goal posts.
Quote from AD about goalposts, "we sure had a lot of fun." From the President of the University about the cost of replacing goalposts, "it doesn't matter."
A game like that has 80-100 police on duty. They called them off and let the kids march the goalposts out of the stadium and one mile down the street to dump them in the Tennessee River (which also runs through a long stretch of Alabama.)