Forbes.com
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College football fans have to wait until January 9 for the BCS Championship Game to decide this season?s college football champion, but no game is needed to determine this year?s money winner: the University of Texas Longhorns have once again topped our ranking of College Football?s Most Valuable Teams, with a value of $129 million.
Texas? total value is driven largely by a football profit of $71 million last season, up from $65 million in 2009. Texas football generated $96 million in revenue, $36 million of which came from ticket sales. Another $30 million was comprised of contributions tied to amenity seating like club seats and luxury suites. The Longhorns also benefited from $10 million worth of sponsorship deals, with Coca-Cola, Nike and PepsiCo?s Gatorade giving a combined $2 million last year.
The biggest change since 2009 belongs to eighth-ranked University of Arkansas, whose football program climbed 59% in value over the past two years. Several key factors influenced this growth. The first is that Arkansas played in the Sugar Bowl last year, securing the SEC an $18 million payout. Arkansas also added another revenue stream in the form of the ?Southwest Classic? rivalry game with Texas A&M. The century-old rivalry was reintroduced two seasons ago after an 18-year hiatus and has generated additional revenue for both teams. Finally, Arkansas increased ticket prices by $10 for SEC games and introduced a new seating equity plan that increased contribution levels for premium seating. The new seating plan is reported to have brought in an additional $6.5 million.
But SEC rival Louisiana State University was the conference?s most valuable team, rising three spots to No. 4 on our list. LSU is also a great example of how college football programs generate immense value in surrounding communities. Adam Knapp, the President and CEO of the Baton Rouge Area Chamber of Commerce, has seen the effects firsthand. He estimates that upwards of 150,000 people flock to the area on days of home games. The influx of fans generated nearly $60 million in additional spending last year. One local business that thrived off of local enthusiasm for LSU football was Tiger District, a custom T-shirt shop opened by Jared Loftus. His success in Baton Rouge allowed him to sell his store and create College District,? an online network of school-specific stores. College District has already grossed nearly $1 million this season, thanks in large part to the now-famed Honey Badger T-shirt.
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