At this point they are an established and fully accredited university. You clearly have issues with their beliefs and that is the main driver for you not liking them. If I didn't want to be in a conference with colleges that teach what are toxic views in my opinion, there are not many (if any) colleges I would want to be in a conference with. I don't care how they got started or what their founder believed. I do care what they are now in this sense as an athletic department. I also think they provide a wonderful education to many students. Prove otherwise. Most issues with Liberty are not necessarily academic related.
You're right. It is perception. But again, we're selling an entertainment product here. If you turn off your customers, even if you think the reason is inconsequential, you've lost them.