College students love swag. If you only need 20 more annually, when you have a tailgate give out some branded swag (stickers, condoms, coupons to local restaurants) all with dickbutt images so they understand the vibe of this place. This would also work for recent alums and young adults at the games. This is at the core a sports board, so games are probably the best place to find folks who would come and stay here.
We also don't really know what's going on in the daily life of the University, so there's just not the funny references to the mundane or odd daily happenings on campus that may have helped bring in current college students in the past. These kinds of places exist and get traffic (Reddit, Discord, Snap) because current students and those who are adjacent like to know what's happening around campus. Maybe a board devoted to campus news, events, stories, and gossip would help foster more of a community among that demo once there's enough around.
Outside of that, Americans in general are more polarized, polemical, and generally make politics their religion- the framework through which they see and engage with the world. So it's not surprising that this place suffers from the same sickness to some extent. The more that stays localized to the relevant locations, the better, but I don't imagine young people are particularly put off or surprised by this behavior.