The University of Texas football program is not just a powerhouse on the field it’s an economic juggernaut. With a stunning estimated valuation of $2.38 billion, Texas has officially taken the No. 1 spot as the most valuable program in college football. This valuation was calculated using a model developed by The Athletic, which considers key components such as revenue, expenses, historical success, fan engagement, media rights, and brand power.

Revenue Dominance: Texas consistently ranks near the top in football-generated revenue. In the most recent fiscal cycle, the Longhorns pulled in over $161 million in football revenue, which includes ticket sales, licensing, sponsorships, donor contributions, and media rights. Their stadium, Darrell K Royal–Texas Memorial Stadium, is one of the largest in the country and regularly sells out, with 100,000+ fans attending home games.

Massive Donor Support: The Longhorns benefit from deep-pocketed donors who are highly engaged. The Texas athletics department recently launched the “40 Acres NIL Fund”, backed by alumni, to provide student-athletes with a pipeline for Name, Image, and Likeness (NIL) earnings. This keeps the program highly attractive to top recruits, ensuring continued competitiveness and media relevance.

Media Value & Brand Power: Texas enjoys a unique media footprint, bolstered by its association with ESPN through the Longhorn Network, which began in 2011. While the network has evolved, its existence helped Texas establish brand autonomy early in the digital media era. Combined with their entrance into the SEC, Texas is now guaranteed even greater national exposure, elite matchups, and lucrative TV revenue.

Top 5 Most Valuable Programs:

1. Texas – $2.38 billion

2. Georgia – $1.92 billion

3. Ohio State – $1.90 billion

4. Alabama – $1.81 billion

5. Michigan – $1.74 billion

What sets Texas apart isn’t just raw income—it’s the strength of their infrastructure, including world-class facilities, strategic recruiting investment, loyal alumni base, and brand visibility across sports and entertainment. Texas football merchandise remains among the top sellers year after year. The Longhorn silhouette is instantly recognizable, and the “Hook ’em Horns” gesture is a global symbol of college sports.

Future Outlook: With Steve Sarkisian turning the team into a national title contender, and Arch Manning headlining one of the most hyped recruiting classes in school history, Texas is well-positioned to remain at the top of both the financial and football rankings. Their upcoming 2025 SEC schedule will feature marquee matchups that boost ticket sales, national TV viewership, and overall brand value.