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Longhorns Still College Football's Most Valuable Franchise

Get your "We ARE the Joneses" (TM) t-shirt from the BON Store.
Texas athletic director DeLoss Dodds hardly misspoke when he famously stated that "We are the Joneses," and, once again, Forbes verified the veracity of that claim by once again naming the Longhorns college football's most valuable franchise.

Despite failing to make a bowl game in 2010 and losing a handful of home games, Texas still managed to hold the top spot in the rankings on the back of $71 million in profit from the football program. Broken down individually, the numbers are relatively astounding:

  • $96 million -- The overall revenue from the football program.
  • $36 million -- Revenue from ticket sales to football games.
  • $30 million -- Revenue from club seats, luxury suites.
  • $15 million -- Advantage in profits over the second-place school, Notre Dame.
  • $10 million -- Sponsorship from companies like Coca-Cola, Nike, and Gatorade.
  • $10 million -- Local spending generated by football games.
  • $6 million -- Money from the athletic department contributed to university programs.

All told, the Texas football program generated $6 million dollars more in 2010 than in 2009 despite the aforementioned struggles and the significant difference in revenue between appearing in the national championship game and not appearing in a bowl at all. The profit will only increase next year when Forbes takes into account the Longhorn Network, which will bring in around $10 million for Texas at the next calculation.

Even with the struggles after the last two years, the coffers overfloweth at Texas still and that provides enough reason to feel good about being a Longhorn, doesn't it?