It should come as no surprise that the billion-dollar business college athletics is topped by billion-dollar brands in the Big Ten and SEC. And there is a new leader as the most valuable of those brands: the Texas Longhorns.
Texas tops CNBC’s valuations, which were recently released, as the Longhorns’ athletic department is now worth $1.48 billion – a 16 percent increase from last year based on the 2024 fiscal year stats.
CNBC reported that Texas generated aggregate revenue of $332 million, more than any other school and 23 percent more than in the previous year. The biggest source of revenue for UT’s athletic program was $137 million from donors – which was 53 percent higher than in 2023.
Ohio State, which topped CNBC’s 2023 list of most valuable college athletic brands, slipped to second on the list at $1.35 billion. That valuation still ticked up 2 percent from 2023. Texas A&M athletics are reportedly worth $1.32 billion (up 5 percent), Georgia is reportedly worth $1.16 billion (up 22 percent), and Michigan ranks fifth – also at $1.16 billion (up 9 percent).
In all, 13 athletic programs are worth $1 billion or more. SEC programs Tennessee ($1.12 billion), Alabama ($1.09 billion), LSU ($1.05 billion) and Oklahoma ($1.01 billion) are on that list. Mississippi State is the poorest SEC program, ranking 38th with a valuation of $625 million (up 25 percent from 2023).
Texas overtakes Ohio State as most valuable college athletics program Saturday Down South.
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