Texas Longhorns Crowned Most Valuable College Football Program at Unbelievable $2.38 Billion Valuation, Says The Athletic Report

In a revelation that has sent shockwaves throughout the world of college athletics, the Texas Longhorns have been declared the most valuable college football program in the country, according to a recent comprehensive report by The Athletic. With an eye-popping valuation of $2.38 billion, the Longhorns have separated themselves from every other program in the nation, leaving traditional powerhouses like Alabama, Michigan, Ohio State, and Georgia looking up at the throne in Austin.

This remarkable figure isn’t a fluke or a momentary financial flurry—it’s the product of years of strategic branding, loyal alumni investment, elite-level performance, and unmatched fan passion. According to the report, the valuation factors in a wide array of metrics: annual revenues, media rights, stadium assets, licensing, booster contributions, name/image/likeness (NIL) potential, and future market growth.

While Texas football has long been a cornerstone of college athletics—boasting legendary names like Vince Young, Earl Campbell, and Ricky Williams—this latest figure cements the Longhorns not just as football royalty but as a financial juggernaut of historic proportions. The number is almost double what some NFL teams were worth just a decade ago.

The Longhorns’ staggering valuation was calculated in part by examining revenues from the University of Texas Athletics Department, which consistently tops national rankings. In fiscal year 2023, Texas brought in $239.3 million in total athletics revenue, with football accounting for nearly 70% of that total. Much of it came from TV contracts, ticket sales, merchandising, and sponsorships—revenue streams that have become more lucrative as college football’s popularity has skyrocketed in the playoff era.

But raw dollars only tell part of the story.

What sets Texas apart is the strength of its brand. The iconic burnt orange and white, the Longhorn silhouette, and the famed “Hook ‘em Horns” hand sign are etched into American sports culture. Texas boasts one of the largest and most engaged alumni bases in the country, with more than half a million living graduates—many of whom are high-earning professionals willing to donate and invest back into the program. The Longhorn Foundation, which serves as the athletic department’s fundraising arm, generated over $70 million in donor contributions last year alone.

In addition, Texas’ deal with Nike’s Jordan Brand is among the most lucrative in college football, and the program is a consistent top-seller in official NCAA merchandise across all sports. The university’s Longhorn Network—though no longer the media juggernaut it once promised to be—still symbolizes Texas’ early leap into sports media autonomy and forward-thinking brand control.

Texas’ move to the Southeastern Conference (SEC), effective in 2024, has further amplified its financial trajectory. The transition from the Big 12 to the SEC, widely regarded as the most powerful football conference in America, is expected to bring in tens of millions in additional revenue thanks to larger television contracts, higher-stakes matchups, and expanded national exposure.

Notably, this valuation arrives during a time when college football is undergoing a fundamental transformation. The new era of NIL and transfer portal freedom has made brand strength and donor-backed support more important than ever. And Texas, thanks to deep-pocketed boosters and aggressive NIL collectives like the Clark Field Collective, has leaned into the new model. According to NIL analytics firms, Texas is one of the top-five schools in terms of total NIL dollars committed to football players over the past two years.

Steve Sarkisian, the Longhorns’ head coach, acknowledged the importance of the program’s business-side dominance during a recent media session. “We’re building something sustainable here. On the field, yes. But off the field? Our support system is second to none,” Sarkisian said. “We’ve got a world-class university, in a booming city, with a fanbase that shows up every time. That’s the Texas difference.”

Perhaps nothing illustrates Texas’ business might more than Darrell K Royal–Texas Memorial Stadium, one of the most iconic venues in college football. The stadium’s recent renovations have raised capacity to over 100,000 and added a new state-of-the-art south end zone complex, complete with premium suites, high-end club areas, and modern locker rooms. The project, which cost well over $200 million, was almost entirely donor-funded. That kind of capital project isn’t possible without immense financial muscle and stakeholder trust.

And yet, some critics argue that financial value doesn’t always correlate with on-field success. Texas has only one national title since 1970 (the unforgettable 2005 season led by Vince Young), and in recent years, the Longhorns have endured several disappointing campaigns and coaching changes. But things may finally be turning. Sarkisian’s 2023 squad finished 12-2 and reached the College Football Playoff semifinals, narrowly losing to Washington. Recruiting is surging, with the 2024 and 2025 classes both ranked in the top three nationally. Quarterback Arch Manning, the nephew of NFL legends Peyton and Eli, has already emerged as a future star and national marketing magnet.

Still, The Athletic‘s valuation isn’t about wins and losses alone—it’s about long-term market strength, and Texas has that in spades.

The report used proprietary modeling that mirrored techniques employed by investment firms and sports economists, evaluating each school’s commercial appeal, media footprint, NIL infrastructure, and future growth potential. Texas was followed by Georgia, Alabama, Michigan, and Notre Dame, but none were within $300 million of the Longhorns’ valuation.

The state of Texas itself adds to the program’s value. With a booming population, a pro-football-sized economy, and a rabid high school football culture, the Longhorns are uniquely situated in the heart of one of the country’s most important recruiting and commercial regions. “When you control football in Texas, you control a massive share of the football economy,” said one anonymous executive quoted in the report.

Austin, too, is no longer just a college town. With its tech explosion, rising real estate values, and influx of venture capital, the city has become one of the most vibrant economic centers in America. That urban rise has only strengthened Texas’ ability to fundraise, host major events, and attract high-profile recruits who want to be part of a campus that feels like both a top-tier university and a global innovation hub.

As NIL becomes more entwined with program performance, schools like Texas that can harness both alumni cash and corporate money will continue to hold a massive advantage. And as the College Football Playoff expands to 12 teams, more playoff spots mean more exposure, more money, and more reason for brands like Texas to dominate.

In the grander scheme of college sports, this valuation may very well be a turning point. As universities explore new ways to monetize athletics—whether through streaming, sports betting partnerships, or expanded licensing—the Longhorns are positioned to lead. With the NCAA loosening regulations and Congress mulling federal guidelines for college athletics, schools that operate like pro franchises will have the upper hand.

And right now, no one is playing the business game better than Texas.

As one Big 12 administrator put it, perhaps a bit wearily: “They were already Texas. Now they’re just Texas with a war chest.”

Indeed, the eyes of Texas are not just upon the field anymore. They’re on Wall Street, Hollywood, Silicon Valley—and everywhere money meets football.

With $2.38 billion as their new calling card, the Longhorns aren’t just back. They’re bigger than ever.