The Ohio State Buckeyes are no longer sitting atop the college football valuation mountain.
According to a recent study, the Buckeyes saw their program value drop by a staggering $700 million, opening the door for two SEC powerhouses from Texas - the Longhorns and the Aggies - to leapfrog them in the rankings. The Longhorns now hold the title of the most valuable program in college football, with Texas A&M not far behind.
The valuation study, conducted by Indiana University Columbus professor Ryan Brewer, places Texas at nearly $2.2 billion in program value, while Ohio State, last year’s leader, has fallen to just over $1.5 billion. Brewer’s methodology takes into account a blend of revenue, economic shifts, cash flow, and broader industry trends - all factors that have become increasingly dynamic in today’s NIL-driven, media-saturated college football landscape.
Despite the numbers, Ohio State’s on-field performance hasn’t exactly taken a hit. The Buckeyes not only knocked off Texas in their Week 1 matchup last season, but they also went on to complete a perfect regular season.
Even without a College Football Playoff win, many still viewed them as one of the top two teams in the country by season’s end. That kind of consistency doesn’t just happen - it’s the result of smart investment, elite recruiting, and a culture that expects to win.
But in Texas, football isn’t just a sport - it’s a way of life. And when you combine that cultural obsession with deep-pocketed donors and a rapidly expanding economic footprint, it’s not surprising to see schools like Texas and Texas A&M gaining ground - and fast. The oil money is flowing, the facilities are sparkling, and the desire to dominate is as strong as ever.
Meanwhile, Ohio State isn’t exactly hurting. The program has been aggressive in its spending over the past two years, and the results have followed. With a strong donor base - including the influence of the Les Wexner network - and a national brand that continues to attract top-tier talent, there’s every reason to believe the Buckeyes will remain a recruiting juggernaut.
The bigger question is whether that dominance can hold in an era where more programs are catching up financially and operationally. Will recruits start looking more seriously at Austin or College Station, drawn by NIL opportunities and the shine of SEC competition?
Can a rising Indiana under Curt Cignetti start making inroads in the Big Ten? And just how much of Ohio State’s recruiting magic was tied to Brian Hartline’s ability to bring in elite skill talent year after year?
These are fair questions, and they speak to the larger shifts happening across the college football landscape. We’re in a new era - one where valuations, branding, and player compensation are just as important as wins and losses.
Still, it’s worth remembering that these valuations are snapshots in time. They reflect momentum, perception, and economic trends that can swing quickly. If Ohio State continues to win, continues to recruit at an elite level, and continues to invest wisely, there’s no reason they can’t reclaim the top spot in the near future.
For now, though, the Longhorns wear the crown. And in a sport where perception and prestige matter just as much as performance, that’s no small thing.