The Texas Longhorns have not performed up to their standards on the football field recently, but fans continue to support the program through the rough patch.
Per CBS Sports, UT remains the nation's most profitable athletic department by a wide margin.
Texas brought in $179.6 million in revenue last year, $8.7 million more than second-place Ohio State, who won a national title in football.
While fellow Big 12 member Oklahoma also cracked the top 5 at $135.7 million, the rest of the list was dominated by SEC and Big 10 teams:
Eighteen of the 28 schools at $100 million play in the SEC or Big Ten. Athletic departments in those conferences averaged more than $100 million in revenue, widening the financial gaps between the SEC and Big Ten with everyone else. Ten of the 19 biggest moneymakers last year came from the SEC.
The next-highest Big 12 member was Baylor at No. 22 ($106.1 million), with Kansas also squeezing into the $100 million club at $103.3 million.
Overall, the Big 12 averaged $99 million, placing it in the middle of the Power 5 ahead of the Pac-12 and ACC. However, that number dips significantly if Texas and Oklahoma are removed from the equation. Six of the conference's 10 schools brought in less than $88 million last year.
Texas is also the most valuable team in college football, as determined by Forbes, for a seventh straight year:
Texas' team value is up 16% this year to $152 million, and that climb to the stratosphere should hardly be a surprise at this point. Last season Texas generated an unprecedented $121 million in revenue; the Longhorns remain the only college football team to ever break the $100 million revenue mark, which they've done for four straight years. Even more staggering: The team booked $92 million in profit. Alabama, arguably the most popular team in the nation, only managed revenue of $97 million.
The brand overall may be tarnished by losing, but Texas Inc. rolls on, continuing to print money.