THE SIDELINES : Richter Wis. Athletic Director

Pat Richter, who led the 1963 Wisconsin football team to the Rose Bowl, today was named the university’s new athletic director and was charged with the task of turning around a financially troubled program.

Chancellor Donna E. Shalala announced Richter’s appointment at a news conference, saying she is confident that Richter will solve the problem of the athletic department, including a million-dollar budget deficit, losing football program and declining football ticket sales.

Richter replaces Ade Sponberg, who resigned under pressure last month after just more than two years as athletic director. Sponberg will remain on the job until May 1.

Richter, 48, who graduated from Wisconsin in 1963 and played eight seasons in the NFL with the Washington Redskins, is currently vice president for personnel at Oscar Mayer Foods Corp. in Madison.

Shalala said Richter will immediately begin searching for a new football coach and assume his other responsibilities later. Don Morton was fired as coach late last month after compiling a 6-27 record over three years.