CNBC has ranked the 75 most valuable college athletic programs, with Ohio State University taking the top spot. The rankings are based on revenue, brand value, and other factors, and are heavily influenced by the lucrative media rights deals of the SEC and Big Ten conferences.
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.
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 a million, a fan base of more than 11 million, boosters that donated nearly $60 million last year, and a football team that routinely has high success. 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. Private investors are looking to get a piece of the action. The most valuable college athletic programs are located in the SEC and Big Ten conferences. AthleticDirectorU, a firm that advises 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 for the fiscal year 2023
COLLEGE ATHLETICS VALUATION SEC BIG TEN NCAA
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