Texas Takes the Top Spot: Longhorns Crowned College Football’s Most Valuable Program
Texas may have fallen short on the field against Ohio State this season, but off the field, the Longhorns are sitting atop the college football financial mountain. According to a new valuation study, Texas has overtaken the Buckeyes as the most valuable program in the country - and it’s not particularly close.
The study, conducted by an Indiana University Columbus professor, places Texas’ football program at a staggering valuation of nearly $2.2 billion. That’s a significant leap ahead of Ohio State, which led the rankings last year at over $1.9 billion but saw its value dip to just over $1.5 billion this year. The valuation takes into account a mix of factors - including revenue, economic trends, cash flow, and broader industry shifts - and the results reflect just how much the business of college football is booming.
“There’s more value in college football than there’s ever been,” said professor Ryan Brewer, who led the study. “Even though they’re paying players and it’s more expensive, it’s also worth more.”
That’s the new reality of the sport. With the transfer portal wide open and NIL (Name, Image and Likeness) deals changing the recruiting landscape, the competition has gotten fiercer - and the dollars have followed. Programs that adapt and thrive in this new era are seeing their value skyrocket.
Texas Leading the Way - On the Books and Across the Board
The Longhorns didn’t just top the valuation list - they dominated it. Texas posted an adjusted revenue of $298 million, outpacing second-place Texas A&M by a whopping $80 million. That kind of financial muscle is unmatched right now in college athletics.
While the Longhorns are still chasing their first football national title in more than two decades, their athletic department is firing on all cylinders. Texas claimed the Learfield Director’s Cup - awarded to the most successful overall athletic program - for the fourth time in five years. That success spans across sports, with deep postseason runs in swimming and diving, softball, volleyball, and more.
On the gridiron, Texas entered the season with sky-high expectations, ranked preseason No. 1. The team had its ups and downs but still finished with a solid 10-3 record, capped by a Citrus Bowl win over Michigan - a program that also cracked the top 10 in both valuation and revenue.
Quarterback Arch Manning, one of the most recognizable names in college sports, delivered a strong campaign with 3,163 passing yards, 26 touchdowns, and just seven interceptions. His presence alone brings both on-field production and significant brand value to the program.
Financially, Texas did report a $23.3 million loss in 2025, largely due to the midyear move to the SEC from the Big 12 - a transition that came with hefty expenses. But the school had anticipated the hit, setting aside $46 million in reserves to cushion the blow.
Texas A&M Surges to No. 2 in Valuation
Just behind the Longhorns, their in-state rival Texas A&M made one of the biggest jumps in the rankings. The Aggies soared from ninth to second in overall valuation, now sitting at $1.59 billion. Their adjusted revenue also climbed sharply, from $161.6 million to $218 million, narrowly edging out LSU.
While Texas A&M doesn’t boast the same championship pedigree across all sports as Texas, the Aggies have been a model of consistency. They’ve finished in the top 25 of the Director’s Cup standings for 19 straight years, landing at No. 15 for the 2024-25 season.
The volleyball team made history with its first national title, sweeping Kentucky in the final. Meanwhile, the men’s outdoor track and field squad captured its fifth national championship, tying with USC. Women’s tennis also made a deep run, falling just short in the national title match against Georgia.
On the football field, the Aggies started the year ranked No. 19 but quickly outperformed expectations. They raced out to an 11-0 start, their best since the 1990s, before stumbling in the final two games - a rivalry loss to Texas and a first-round College Football Playoff exit against Miami.
Quarterback Marcel Reed turned in a breakout sophomore season, throwing for 3,169 yards and 25 touchdowns, helping fuel the Aggies’ rise both on the field and in the financial rankings.
Now, A&M is eyeing a return to the top 10 of the Director’s Cup, a place they’ve occupied multiple times over the past decade, including in 2024, 2018, and every year from 2010 to 2014.
The Bigger Picture: College Football’s Financial Boom
This year’s valuation rankings don’t just highlight Texas and Texas A&M’s rise - they underscore a broader truth: college football is more valuable than ever. As NIL deals become more sophisticated and the transfer portal continues to reshape rosters, programs that can capitalize on their brand, alumni support, and competitive success are turning that momentum into serious dollars.
For Texas and A&M, their rivalry now extends beyond the field and into the financial world - and both schools are winning in different ways. Whether it’s the Longhorns’ all-around athletic dominance or the Aggies’ sharp rise in football and Olympic sports, these two programs are setting the pace in a rapidly evolving college sports landscape.