Texas tops The Athletic’s 2026 college football program valuations at $2.46 billion

If college football programs were to be sold like pro franchises, Texas would command the biggest price tag in the sport at $2.46 billion, according to The Athletic’s latest valuation study. Ohio State and Notre Dame follow close behind, and Michigan and Georgia also come close.

The exercise is speculative, but it provides a useful snapshot of where brand power, revenue, history, and competitive success overlap in the modern game. In other words, these valuations represent national reach and financial strength as much as they do about wins on the field.

Texas still sets the pace

Texas remains No. 1 for the second year and the Longhorns’ valuation rose from $2.38 billion to $2.46 billion. Texas’ three-year revenue profile was one of the reasons that the Longhorns stayed ahead of the pack, The Athletic said.

That result shouldn’t surprise anyone who has followed the sport’s financial arms race. Texas has elite brand recognition, massive fan interest and a revenue base that continues to separate it from nearly everyone else.

Ohio State and Notre Dame close in

Ohio State achieved $2.3 billion and placed second overall and is in striking distance of Texas. Notre Dame came in third with $2.1 billion, which shows just how much value the Irish have even without Big Ten revenue sharing.

Notre Dame’s ranking is especially significant because it is rooted in tradition and business value. The program’s national appeal and high football revenue kept it on the top tier, even if it didn’t catch Texas or Ohio State.

The Next Tier Matters

Michigan came in fourth with $2 billion and Georgia followed with $1.95 billion. Those numbers indicate that the gap between the sport’s top programs and the rest of the elite is still relatively small at the moment but Texas has created a small cushion at the top.

The rankings in particular highlight how concentrated the value is in college football’s biggest brands outside of the top five. The Athletic’s framing makes it clear that marketability, fan base size and annual revenue are now as important as championships in determining the value of a program overall.

What it Means for Texas Fans

For Texas, the valuation is another reminder that the Longhorns are not just a blueblood on the field, they are one of the sport’s most valuable assets off it. That matters in an era where money, media reach and competitive leverage are all tied together.

It also provides Texas another talking point as the program enters every season with the expectation that it should compete at the highest level. In this case, the Longhorns are not just among the sport’s giants; they are the biggest commercial giant of them all.

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