Texas Football is the Second-Most Valuable College Football Program, Behind…
In the grand arena of college football, where tradition meets profitability, the Texas Longhorns stand tall—burnt orange, regal, and deeply entrenched in the sport’s financial elite. However, a recent deep-dive into college football’s financial standings has revealed a new champion at the top of the monetary food chain. While Texas remains a goliath, they’ve been edged out in overall program value, settling into the No. 2 spot. The only team more valuable? The Ohio State Buckeyes.
This development comes as a shock to some, a formality to others. But make no mistake: this shake-up at the summit of college football’s financial mountain tells a much bigger story—not just about the business of football, but about identity, culture, and dominance in the modern collegiate era.
Let’s unpack the dynamics behind Texas’ continued value, how Ohio State surged ahead, and what this means for the Longhorns and college football as a whole.
The Financial Powerhouse in Austin
First, let’s give credit where credit is due. Texas Football is, by almost every metric, an absolute juggernaut.
The Longhorn brand is among the most recognizable in all of sports, collegiate or professional. Their revenue streams—bolstered by a deep alumni base, a powerful booster network, and partnerships with brands like Nike and ESPN—have consistently placed them at or near the top of the list for over a decade.
Revenue and Resources
According to the most recent reports from Sportico and USA Today, Texas Football generated more than $144 million in annual revenue in 2024, with operational profits exceeding $110 million. Much of this comes from a combination of sources:
- Massive gate receipts at Darrell K Royal–Texas Memorial Stadium
- Media rights, now bolstered by Texas’ impending move to the SEC
- Merchandise sales, with Longhorn gear flying off shelves nationwide
- Booster contributions, including major gifts from high-net-worth alumni
Additionally, the Longhorn Network—though controversial in its effectiveness—symbolizes the power Texas wields in shaping narratives and monetizing its brand.
NIL and Recruiting Firepower
As NIL (Name, Image, and Likeness) reshapes college athletics, Texas has been ahead of the curve. Through collectives like Horns With Heart and partnerships with Austin-based tech companies, Longhorn athletes are reaping benefits that enhance both their personal brands and the attractiveness of Texas as a football destination.
The program’s ability to offer financial opportunities for players has paid dividends in recruiting, as seen with recent five-star signings like quarterback Arch Manning and others in the 2024 and 2025 classes.
So Who’s Number One? The Rise of the Buckeyes
Though Texas reigns supreme in many areas, the throne of most valuable college football program now belongs to Ohio State University. And the reasons are as compelling as they are convincing.
The Scarlet and Gray Business Model
Ohio State’s football program is the heart of the Buckeye State—an identity deeply woven into the culture of the Midwest. In 2024, Ohio State brought in $147 million in football-specific revenue, outpacing Texas by a small margin but doing so with an unmatched consistency and efficiency.
Their operation is a masterclass in scalability: vast alumni support, high stadium attendance (often leading the country), a sprawling national fan base, and robust media agreements have pushed Ohio State into the top financial tier.
Where Texas has fluctuated slightly due to coaching changes and conference dynamics, Ohio State has remained a paragon of stability and performance.
Performance on the Field
While Texas has seen its share of coaching changes and rebuilding years since the Mack Brown era, Ohio State has been remarkably steady. The Buckeyes have regularly been in the College Football Playoff hunt and have won multiple Big Ten titles since the CFP’s inception.
This winning pedigree ensures high TV ratings, strong recruiting classes, and brand consistency—key ingredients in their rise to the top.
SEC Transition: A Future Windfall for Texas?
Though currently second, Texas’ potential for future ascension back to the top is very real. Their transition to the Southeastern Conference in 2024 is expected to elevate the Longhorns’ exposure, competition level, and, critically, their revenue streams.
A New Rivalry Landscape
With annual matchups against Alabama, Georgia, and Texas A&M, television ratings for Longhorn games are expected to skyrocket. The SEC’s lucrative TV deals—both existing and future—could provide the Longhorns with another $20–$30 million annually in shared revenue and exposure.
Booster Engagement
The move to the SEC has already catalyzed increased booster involvement. Major donors are stepping up in anticipation of the raised stakes, with facilities upgrades, NIL collectives, and recruiting budgets all receiving massive boosts.
If the Longhorns capitalize on the opportunity, there’s every reason to believe they can reclaim the No. 1 spot in the near future.
Comparing the Giants: Texas vs. Ohio State
| Metric | Texas | Ohio State |
|---|---|---|
| 2024 Football Revenue | $144M | $147M |
| Stadium Capacity | 100,119 | 102,780 |
| Average Attendance | ~98,000 | ~101,000 |
| NIL Collective Strength | Strong | Very Strong |
| Recent CFP Appearances | 1 (2024) | 4 (2019-2024) |
| Conference | SEC | Big Ten |
| TV Ratings | Rising | Consistently High |
While Ohio State currently leads in overall value, Texas has the resources—and perhaps the SEC catalyst—to flip that narrative within a few years.
Cultural Capital: What Value Really Means
Beyond dollars and cents, value in college football includes brand strength, tradition, and cultural weight. And in that arena, both Texas and Ohio State are peerless titans.
The Iconography of Texas
The Longhorn silhouette. Bevo the steer. “Texas Fight.” These symbols resonate not just in Austin, but around the globe. Texas Football represents a culture of resilience, Southern pride, and generational loyalty.
Even in their down years, Texas’ appeal has never waned. Their “we’re back” moment is a recurring meme, but it speaks to the country’s collective expectation that the Longhorns should be elite.
The Ohio State Machine
In Columbus, the Buckeyes are more than just a football team—they’re a civic institution. Every Saturday in the fall, the entire state rallies behind them. The “Script Ohio,” “Carmen Ohio,” and the legacy of players like Archie Griffin, Eddie George, and C.J. Stroud add to the mystique.
Their ability to recruit nationally, develop NFL-ready talent, and stay relevant every single season is part of what’s propelled their value sky-high.
The Rest of the Pack: Who’s Chasing?
While Texas and Ohio State sit at the top, other programs are not far behind:
- Alabama: Driven by Nick Saban’s legacy, a rabid fanbase, and SEC dominance.
- Georgia: Two recent national titles and massive donor investments have vaulted the Bulldogs.
- Michigan: With a return to national prominence, the Wolverines are surging in value.
- Notre Dame: Independence hasn’t hurt their brand power, which remains globally strong.
These schools all eclipse $110 million in annual football revenue, creating a top tier that dominates the financial landscape.
The Battle Ahead: What Will It Take for Texas to Regain No. 1?
To reclaim their crown, the Longhorns must marry their financial strength with consistent on-field success.
1. Winning Big Games
Arch Manning’s arrival, combined with Steve Sarkisian’s recent success, gives Texas a legitimate shot at College Football Playoff contention in the next 2–3 years. Winning a national title would immediately elevate their value beyond even Ohio State.
2. NIL Strategy Evolution
As NIL continues to evolve, Texas must innovate—both in structuring deals and connecting players with major brands. Their location in Austin gives them a leg up, but smart execution is crucial.
3. Fanbase Engagement
Texas has one of the largest and wealthiest alumni bases in the country. Continuing to mobilize that group—not just for one-time donations but for long-term investment in NIL, infrastructure, and marketing—could be a game-changer.