In 2024, the Texas athletic department’s revenue and operational costs exceeded $300 million.
The Texas Athletic Department’s Record-Breaking Revenue and Operational Costs in 2024: A Detailed Look
The University of Texas is widely known for its athletic success, both on the field and in terms of financial strength. With a storied history across multiple sports, from football to basketball, track and field to swimming, and baseball to soccer, the Texas Longhorns have become a flagship program in collegiate athletics. But beyond the wins, championships, and bowl games, the Texas Athletic Department has also seen significant financial growth over the years. This article will provide an in-depth analysis of the Texas Athletic Department’s 2024 revenue and operational costs, shedding light on how the department’s financial performance reflects the program’s success and growing influence in the world of college sports.
Record-Breaking Revenue in 2024
In 2024, the Texas Athletic Department surpassed a major milestone by generating more than $300 million in revenue. This marks a significant increase over previous years, with the department building on the financial foundation established by both its historical prominence in college athletics and its forward-thinking leadership. The record-setting figures have sparked considerable interest in how such revenues were generated and how the department plans to sustain and grow its financial success.
Several key revenue streams have contributed to this impressive number. Let’s take a closer look at the primary sources of revenue for the Texas Athletic Department in 2024:
1. Football Revenue: The Engine That Drives Texas Athletics
Football is the lifeblood of college athletics, and at Texas, the sport has been an immense revenue generator. In 2024, the Texas Longhorns football program was one of the top-grossing college football teams in the nation. The combination of fan support, national exposure, and lucrative television deals with ESPN and the Big 12 conference (which will shift to the SEC in 2025) made the football program an economic powerhouse.
Revenue from ticket sales, including season tickets and individual game tickets, made up a significant portion of the football-related income. As the Darrell K Royal–Texas Memorial Stadium regularly sees capacity crowds, the Longhorns enjoy substantial revenue from both home games and postseason play. The team’s regular appearances in bowl games (including major New Year’s Six games) and potential future College Football Playoff appearances will only boost financial figures, bringing in additional revenue from ticket sales, sponsorships, and broadcasting deals.
The university’s shift to the SEC starting in 2025 will also open up new revenue channels, particularly from a larger TV rights deal and access to higher-profile games against the biggest programs in the nation. This transition is expected to bolster Texas’ football-related revenue even further in the coming years.
2. Media Rights and Broadcasting Deals: A Major Contributor
In 2024, the Texas Athletic Department saw a significant rise in revenue due to lucrative media rights agreements. These deals, particularly in football and basketball, have become critical to the financial success of athletic departments nationwide. The Big 12 conference’s broadcasting rights deal with networks like ESPN and Fox has played a crucial role in Texas’ revenue generation.
The ongoing negotiations around media rights deals, especially the massive SEC TV contract that Texas will soon become a part of, have made the Longhorns a valuable property for television networks. As the largest college sports market in the country, Texas is an attractive commodity for networks eager to showcase high-caliber sports programs. This has translated to significant revenue in the form of TV rights sales, including for football, basketball, and other sports.
The 2024 season saw continued growth in media rights income for Texas, with broadcasting partners paying premium fees to air Longhorns games on national television. The program’s strong fanbase and national following contribute to Texas’ significant media reach, which only continues to increase with the team’s move to the SEC, ensuring a steady financial future for the department.
3. Sponsorships and Corporate Partnerships: The Value of Branding
Another major source of revenue for the Texas Athletic Department in 2024 has been corporate sponsorships and partnerships. Texas Athletics has long maintained strong relationships with major brands across a variety of industries, ranging from local businesses to multinational corporations. These partnerships often come in the form of naming rights, advertisements, merchandise deals, and sponsored events.
For example, partnerships with companies such as Nike, Coca-Cola, AT&T, and Chick-fil-A have provided Texas Athletics with both financial support and an enhanced brand presence. The Longhorn Network, Texas’ own sports television channel, has also contributed to this sector by offering companies an opportunity to advertise on a platform devoted exclusively to Texas sports.
With the national visibility and recognition that come with the Texas Longhorns, these sponsorships allow companies to associate their brands with one of the most prestigious college programs in the country. The growing visibility of the Longhorns through both their athletic success and media reach has made Texas an attractive partner for sponsors, and the financial benefits are evident in the 2024 revenue.
4. Donations and Fundraising: The Boost from the Longhorn Foundation
As with many top-tier college athletic programs, donations from alumni, boosters, and fans have been crucial to the financial success of the Texas Athletic Department. The Longhorn Foundation, which serves as the fundraising arm of Texas Athletics, has played a vital role in supporting the department’s financial health.
In 2024, the Longhorn Foundation surpassed previous donation records, with contributions funding a variety of capital improvement projects, scholarships, and other initiatives aimed at bolstering the program’s success. High-profile donors, including Texas alumni with deep ties to the university, continue to contribute large sums of money, reinforcing the program’s financial stability.
In particular, donations help fund facility upgrades, which are a key part of ensuring that Texas Athletics maintains its competitive edge. The Texas Athletic Department has recently invested in enhancing athletic facilities, including the Darrell K Royal–Texas Memorial Stadium, the Frank Erwin Center (home to basketball), and the Texas Track & Field Stadium, among others. The department’s ability to fund these capital projects through donations speaks to the loyalty and generosity of Longhorn fans and alumni.
5. Ticket Sales: Sustaining Revenue Through Fan Engagement
In 2024, ticket sales remained one of the core revenue streams for Texas Athletics. The Longhorns regularly enjoy high attendance at their football, basketball, and baseball games, and the Texas Longhorns fanbase is one of the most dedicated in the country.
For football, the Darrell K Royal–Texas Memorial Stadium continues to host sellout crowds, with an average of more than 100,000 fans in attendance for home games. Men’s basketball and women’s basketball also see strong fan support, and the Texas baseball team has attracted a dedicated following, particularly during postseason play.
As Texas transitions into the SEC in 2025, ticket sales are expected to continue thriving as the team gains access to high-profile matchups against rival schools. Home games against premier SEC teams will not only attract sell-out crowds but also generate significant revenue through parking fees, concession sales, and premium seating.
Operational Costs: Managing a Multi-Sport Powerhouse
While the revenue generated by the Texas Athletic Department has soared in 2024, the costs associated with running such a massive operation have also increased. The department manages multiple sports programs, each of which requires substantial investment to maintain competitiveness and ensure the safety and well-being of student-athletes.
1. Staff Salaries and Coaching Contracts
One of the largest expenses for the Texas Athletic Department is the compensation for coaches and staff across its various sports programs. The football program alone commands high salaries for coaches, with head coach Steve Sarkisian being one of the highest-paid coaches in college football. In addition to coaches, support staff, trainers, analysts, and recruiting personnel all contribute to the operational costs.
Given the success of the Texas football program and the intense recruiting environment, maintaining top-tier coaching staff and player development personnel comes with significant financial commitments. Similarly, the university invests in its basketball and baseball programs, ensuring that each team has the resources necessary to compete at the highest level.
2. Facility Maintenance and Upgrades
Maintaining world-class facilities requires constant investment. The Texas Athletic Department has poured substantial resources into facility upgrades and maintenance over the years. In 2024, these costs have included improving the football team’s locker rooms, expanding training facilities, and adding amenities for student-athletes.
Moreover, with the department’s increased focus on enhancing fan experiences, there has been ongoing investment in stadium upgrades to ensure that the Longhorns’ venues remain among the most modern and fan-friendly in college sports. These upgrades come with significant operational costs, but they are crucial for maintaining Texas’ position as a leader in college athletics.
3. Scholarships and Athlete Support Services
The Texas Athletic Department has long prided itself on providing robust academic and financial support to its student-athletes. In 2024, operational costs included funding for athletic scholarships, academic tutoring, mental health services, and nutritional programs. These services are integral to ensuring that athletes are equipped to succeed both on and off the field.
4. Travel and Logistics for Away Games
As one of the premier college sports programs, Texas’ teams frequently travel for away games, whether it’s football, basketball, or other sports. The cost of travel, including flights, hotels, meals, and logistics, adds up quickly. The department works to ensure that its teams are well-prepared and supported for competition at both home and away games, though this operational expense continues to be one of the largest annual costs.
