CNBC ranks the 75 most valuable college athletic programs.
The rankings exclude military academies and are limited to schools that participate in the NCAA Football Bowl Subdivision, or FBS, which tend to attract top players.
The top of the list is dominated by SEC and Big Ten schools, due largely to each conference’s massive media rights deals.
With major college sports programs collectively generating billions in revenue each year, private investors are looking to get a piece of the action.
But how much is a college sports program worth?
It’s a question CNBC set out to answer after speaking with people in the private equity world who are seeking to invest in college sports.
Below, CNBC ranks the 75 most valuable college athletic programs. The rankings exclude military academies and are limited to schools that participate in the NCAA Football Bowl Subdivision, or FBS, which tend to attract top players.
Ohio State University is the most valuable athletic program, worth an estimated $1.27 billion. The Buckeyes had $280 million in revenue in 2023, the most of any school. Other factors that helped propel the Buckeyes to the top of the rankings are an alumni base of over 600,000, a fan base of more than 11 million, boosters that donated nearly $60 million last year, and a football team that routinely has attendance of over 100,000 at its games.
It isn’t surprising that the top of the list is dominated by SEC and Big Ten schools — due largely to each conference’s massive media rights deals.
In aggregate, the SEC is worth $13.3 billion, an average of $832 million per school; followed by the Big Ten at $13.2 billion, an average of $734 million per school; the ACC at $9.6 billion, or $562 million per school; and the Big 12, at $6.7 billion, or $420 million per school.
The information used to compile the valuations comes courtesy of Jason Belzer, publisher of AthleticDirectorU, who has advised universities on name, image and likeness deals and is now doing the same for athletic departments seeking private equity. AthleticDirectorU has an expansive database of college athletic program financials and information.
The revenue figures are from the Department of Education’s Equity in Athletics Data Analysis and the Knight Commission on Intercollegiate Athletics for the fiscal year 2023. The list is reflective of the current enterprise value of each program, starting with a base revenue multiple of four for all institutions, and then adjusting the multiple for variables, including conference affiliation, estimated NIL spend, school subsidies, number of alumni and other factors that can catalyze future revenue growth and profitability.
CNBC and Belzer also incorporated the expertise of several people knowledgeable about athletic program valuations to determine the rankings, who requested anonymity in order to discuss details of the programs.
College Athletics Valuations 2024
Rank
Program
Valuation
Revenue
Conference
City
Ownership
1.
Ohio State University
$1.32B
$280M
Big Ten
Columbus, OH
public
2.
University of Texas at Austin
$1.28B
$271M
SEC
Austin, TX
public
3.
Texas A&M University
$1.26B
$279M
SEC
College Station, TX
public
4.
University of Michigan
$1.06B
$230M
Big Ten
Ann Arbor, MI
public
5.
University of Alabama
$978M
$200M
SEC
Tuscaloosa, AL
public
6.
University of Notre Dame
$969M
$224M
ACC
Notre Dame, IN
private
7.
University of Georgia
$950M
$210M
SEC
Athens, GA
public
8.
University of Nebraska
$943M
$205M
Big Ten
Lincoln, NE
public
9.
University of Tennessee
$940M
$202M
SEC
Knoxville, TN
public
10.
University of Oklahoma
$928M
$199M
SEC
Norman, OK
public
11.
Penn State University
$924M
$202M
Big Ten
University Park, PA
public
12.
University of Southern California
$923M
$212M
Big Ten
Los Angeles, CA
private
13.
Louisiana State University
$916M
$200M
SEC
Baton Rouge, LA
public
14.
University of Florida
$865M
$189M
SEC
Gainesville, FL
public
15.
University of Wisconsin
$838M
$198M
Big Ten
Madison, WI
public
16.
Clemson University
$800M
$196M
ACC
Clemson, SC
public
17.
University of Oregon
$780M
$151M
Big Ten
Eugene, OR
public
18.
University of Arkansas
$776M
$167M
SEC
Fayetteville, AR
public
19.
University of Kentucky
$775M
$174M
SEC
Lexington, KY
public
20.
Auburn University
$772M
$195M
SEC
Auburn, AL
public
21.
University of Iowa
$747M
$167M
Big Ten
Iowa City, IA
public
22.
Michigan State University
$740M
$171M
Big Ten
East Lansing, MI
public
23.
Stanford University
$687M
$180M
ACC
Stanford, CA
private
24.
Florida State University
$673M
$170M
ACC
Tallahassee, FL
public
25.
University of Illinois
$665M
$148M
Big Ten
Champaign, IL
public
26.
Duke University
$659M
$153M
ACC
Durham, NC
private
27.
University of Washington
$658M
$152M
Big Ten
Seattle, WA
public
28.
Indiana University
$653M
$145M
Big Ten
Indianapolis, IN
public
29.
University of Mississippi
$651M
$142M
SEC
Oxford, MS
public
30.
University of South Carolina
$650M
$160M
SEC
Columbia, SC
public
31.
University of Miami
$639M
$160M
ACC
Coral Gables, FL
private
32.
University of Minnesota
$637M
$149M
Big Ten
Minneapolis, MN
public
33.
Texas Tech University
$619M
$147M
Big 12
Lubbock, TX
public
34.
University of Louisville
$595M
$143M
ACC
Louisville, KY
public
35.
University of Missouri
$590M
$142M
SEC
Columbia, MO
public
36.
North Carolina State University
$581M
$121M
ACC
Raleigh, NC
public
37.
Purdue University
$567M
$124M
Big Ten
West Lafayette, IN
public
38.
University of Kansas
$553M
$128M
Big 12
Lawrence, KS
public
39.
Vanderbilt University
$551M
$125M
SEC
Nashville, TN
private
40.
Texas Christian University
$542M
$149M
Big 12
Fort Worth, TX
private
41.
UNC-Chapel Hill
$539M
$139M
ACC
Chapel Hill, NC
public
42.
University of Arizona
$532M
$143M
Big 12
Tucson, AZ
public
43.
University of Pittsburgh
$524M
$137M
ACC
Pittsburgh, PA
public
44.
Mississippi State University
$523M
$116M
SEC
Starkville, MS
public
45.
Baylor University
$513M
$137M
Big 12
Waco, TX
private
46.
University of Virginia
$506M
$141M
ACC
Charlottesville, VA
public
47.
Oklahoma State University
$500M
$122M
Big 12
Stillwater, OK
public
48.
Georgia Tech
$498M
$134M
ACC
Atlanta, GA
public
49.
Iowa State University
$492M
$116M
Big 12
Ames, IA
public
50.
Syracuse University
$487M
$114M
ACC
Syracuse, NY
private
51.
Northwestern University
$486M
$118M
Big Ten
Evanston, IL
private
52.
University of Maryland
$477M
$121M
Big Ten
College Park, MD
public
53.
Virginia Tech
$474M
$130M
ACC
Blacksburg, VA
public
54.
University of California, Los Angeles
$472M
$105M
Big Ten
Los Angeles, CA
public
55.
University of Colorado
$470M
$127M
Big 12
Boulder, CO
public
56.
University of Utah
$468M
$126M
Big 12
Salt Lake City, UT
public
57.
Kansas State University
$444M
$102M
Big 12
Manhattan, KS
public
58.
Boston College
$443M
$118M
ACC
Chestnut Hill, MA
private
59.
Rutgers University
$417M
$125M
Big Ten
New Brunswick, NJ
public
60.
West Virginia University
$403M
$106M
Big 12
Morgantown, WV
public
61.
Washington State University
$392M
$79M
Pac-12
Pullman, WA
public
62.
University of California, Berkeley
$386M
$126M
ACC
Berkeley, CA
public
63.
Wake Forest University
$362M
$97M
ACC
Winston-Salem, NC
private
64.
Brigham Young University
$357M
$106M
Big 12
Provo, UT
public
65.
Southern Methodist University
$327M
$86M
ACC
Dallas, TX
private
66.
Oregon State University
$326M
$92M
Pac-12
Corvallis, OR
public
67.
San Diego State University
$287M
$104M
MWC
San Diego, CA
public
68.
Arizona State University
$279M
$115M
Big 12
Tempe, AZ
public
69.
University of Cincinnati
$216M
$87M
Big 12
Cincinnati, OH
public
70.
University of Central Florida
$181M
$85M
Big 12
Orlando, FL
public
71.
University of Connecticut
$178M
$93M
Big East
Storrs, CT
public
72.
Boise State University
$176M
$61M
MWC
Boise, ID
public
73.
East Carolina University
$153M
$63M
AAC
Greenville, NC
public
74.
University of South Florida
$150M
$71M
AAC
Tampa, FL
public
75.
University of Memphis
$148M
$64M
AAC
Memphis, TN
public More