The statement was probably taken out of context as part of an explanation for weak attendance. UConn does have to build up its football fan base in Connecticut especially, and then in New England and New York. I could easily imagine the conversation going something like:
UConn official: "Our greatest strength is our market. Over twenty million people live within 2 hours of our football stadium."
Reporter: "But how many of them are UConn fans? I see your football attendance last year averaged under 30,000 this year."
UConn official: "You have to look at that in the context of how young our football program is. Historically, not many in the northeast have cared about college football. And UConn only moved up to D1A in 2003. We have made a lot of progress building our football fan base since 2003, and we know we have more work to do. We're working hard on it."
Story after editing: "A UConn official summed up the school’s situation in media terms. Tens of millions live between Boston and New York, and not enough care about college football."