(in terms of furthering the mission of the Church)
Missionary Program
Mormon Tabernacle Choir
BYU
BYU Football
I think that BYU Football is probably 4th on the list. It's a missionary tool. Quite possibly a 'major' missionary tool, but it's not an efficient way to allocate resources.
What would be your main reason to donate to BYU football? The missionary effects? Entertainment value?