The athletic department of the Texas Longhorns displays a record-breaking fiscal year.

The Athletic Department of the Texas Longhorns Displays a Record-Breaking Fiscal Year

In the world of college athletics, few programs are as synonymous with success and tradition as the University of Texas Longhorns. With their storied history across multiple sports—football, basketball, baseball, and beyond—the Longhorns have long been one of the premier athletic departments in the nation. However, in recent years, their financial performance has taken an even more prominent role in the broader college athletics landscape. For the Texas Longhorns, the 2024-2025 fiscal year has been nothing short of historic, with the department posting record-breaking revenue, surpassing expectations across multiple channels, and securing its place among the elite in collegiate sports.

In a world where NIL (Name, Image, and Likeness), media rights deals, and sponsorships have reshaped the financial dynamics of college sports, Texas has not only kept pace with these changes but has also capitalized on them. Through shrewd management, innovative partnerships, and a deep commitment to excellence across all athletic programs, the Longhorns’ athletic department has posted a remarkable fiscal year, setting the stage for sustained success in the future.

Breaking Down the Numbers: A Record-Breaking Year

For the Texas Longhorns, the 2024-2025 fiscal year has been one for the record books, with the athletic department reaching new heights in both revenue generation and overall financial management. The department’s financial report, which was released in the late months of 2025, shows that Texas achieved an unprecedented total revenue of over $300 million for the first time in school history. This figure represents a significant increase from previous years, highlighting the continued growth of Texas’ athletic programs both on the field and off it.

This record revenue is a reflection of several key factors, from TV rights deals to a growing fan base, expanding sponsorships, and an increase in NIL earnings. Each of these elements has contributed to the Longhorns’ financial success, enabling the department to reinvest in its programs, infrastructure, and student-athletes in ways that were once unthinkable.

Television Rights and Media Deals: The Power of Exposure

One of the biggest drivers behind Texas’ record-breaking fiscal year has been its lucrative television rights deals. As college sports media rights deals continue to increase in value, the Longhorns have positioned themselves at the forefront of these negotiations, benefiting from both the Big 12 and the upcoming transition to the Southeastern Conference (SEC) in 2025.

Texas has long been one of the most-watched college football programs in the country, and the move to the SEC has only bolstered their media value. As part of their agreement with the SEC, Texas secured a massive media rights deal, which will bring in substantial revenue over the next decade. This deal, valued at over $3 billion across all sports, has been a game-changer for the Longhorns, ensuring a steady stream of income for the athletic department and allowing them to maintain their competitive edge in an increasingly expensive landscape.

But it’s not just football that benefits from the Longhorns’ media exposure. Texas has seen a significant rise in viewership and revenue across all sports, including basketball, baseball, and even non-revenue sports like volleyball and track and field. The university’s athletic department has capitalized on its growing media presence, expanding its brand recognition nationally and internationally.

NIL and Sponsorships: A New Era of Revenue Generation

In addition to media rights deals, another key factor in Texas’ financial success has been its ability to capitalize on the rapidly evolving world of Name, Image, and Likeness (NIL). NIL has opened up new revenue streams for college athletes, allowing them to earn money based on their personal brand, endorsements, and sponsorships. However, Texas has gone one step further, integrating NIL opportunities into its broader financial strategy for the athletic department.

Through a combination of individual athlete deals, team sponsorships, and collective NIL funds, the Longhorns have become a leader in the NIL space. The department’s commitment to ensuring that its student-athletes receive fair compensation for their likeness has not only created a more equitable system but also positioned Texas as an attractive destination for top recruits.

The university’s NIL program is a carefully curated system that works with companies, brands, and individuals to secure lucrative deals for athletes while promoting the overall Texas brand. A major factor in Texas’ success has been its partnerships with high-profile companies like Nike, Coca-Cola, and local businesses in Austin. These partnerships have resulted in significant sponsorship agreements and NIL deals that benefit both the athletic department and its student-athletes.

In particular, the Texas football program has seen some of the most significant NIL deals in the country. Quarterback Arch Manning, for example, has secured one of the largest NIL deals in college football, valued at over $6 million, thanks to his combination of on-field potential and off-field marketability. But Manning is not alone. Several other Texas athletes have also capitalized on NIL, with many securing deals that rival those of professional athletes. This shift has brought in a new wave of revenue for the athletic department, providing financial stability for years to come.

Ticket Sales and Fan Engagement: The Power of Longhorn Nation

While media deals and NIL have played significant roles in Texas’ record-breaking fiscal year, the university’s strong fan base remains a key driver of financial success. Texas has one of the most passionate and loyal fan bases in the country, and that has translated directly into increased ticket sales and event attendance.

Football is, of course, the flagship program for Texas, and the Longhorns have consistently ranked near the top of the country in attendance. Darrell K Royal–Texas Memorial Stadium, home to the Longhorns, regularly sees sell-out crowds, and with the team’s strong performance in recent years, demand for tickets has only risen. Season tickets, premium seating, and suites at the stadium have all seen significant increases in sales, with fans eager to support the program as it continues to compete for national championships.

But Texas’ fan engagement extends beyond football. The Longhorns have invested heavily in their basketball, baseball, and women’s sports programs, with the aim of growing attendance and fan loyalty across all sports. Basketball, in particular, has seen a resurgence in recent years, with both the men’s and women’s teams enjoying strong performances in the NCAA tournament. This success has translated into increased ticket sales, merchandise purchases, and overall fan engagement.

The Longhorns have also embraced technology to engage fans, creating a more immersive and interactive experience for those attending events. Through mobile apps, online ticketing systems, and digital fan experiences, Texas has modernized the way fans interact with the program, making it easier than ever to purchase tickets, follow the teams, and engage with the brand.

Facilities and Infrastructure: Investing in the Future

A key part of Texas’ record-breaking fiscal year is the department’s ability to reinvest in its athletes and facilities. With the increased revenue, the Longhorns have made significant investments in upgrading their facilities, ensuring that their student-athletes have the best possible resources to succeed on the field.

The athletic department has long been known for its state-of-the-art facilities, but the department has continued to evolve with the times. Recent upgrades to the Texas football complex, the basketball practice facility, and the baseball field have all been aimed at improving the overall experience for student-athletes. These investments are designed not only to enhance performance but also to attract top talent to the university.

One of the most significant investments in recent years has been the construction of a new multi-sport training center, which will serve athletes across multiple sports. The facility, which is set to open in 2026, will feature cutting-edge training equipment, sports medicine facilities, and meeting spaces for student-athletes and coaches. This is a prime example of Texas’ commitment to maintaining a competitive edge in college athletics by providing its athletes with everything they need to succeed.

Academic and Athletic Balance: Supporting Student-Athletes

While revenue generation is critical for the Texas Longhorns, the athletic department has always been committed to the academic and personal development of its student-athletes. The record-breaking fiscal year has allowed Texas to continue to provide scholarships, academic support, and mental health services for its athletes, ensuring that they have the tools they need to succeed both on and off the field.

In addition to the financial success, Texas has also made strides in ensuring that its student-athletes are supported in their academic pursuits. The Longhorns have invested in expanded tutoring programs, career counseling services, and internship opportunities for student-athletes, providing them with the resources to excel in the classroom and prepare for life after sports.

Looking Ahead: Sustaining Success in the Future

As Texas moves into the 2025-2026 fiscal year, the record-breaking results from the previous year set the stage for continued success. With the transition to the SEC on the horizon, Texas’ financial future looks bright. The increased media rights deals, coupled with the growing popularity of the Longhorns brand, will only continue to bolster the athletic department’s financial position.

In the coming years, Texas will continue to leverage its unique position as one of the premier programs in college athletics to generate revenue, enhance its facilities, and provide its student-athletes with the resources they need to succeed. The Longhorns’ ability to adapt to the evolving landscape of college sports, particularly with regard to NIL and media rights, has ensured that the department will remain at the top of the college athletics financial hierarchy.