Texas football isn’t quite where it once was, but still remains as one of the most valuable college football programs in the country, according to the Wall Street Journal.
Longhorns football is valued at $1,243,124,000, according to a study conducted by Ryan Brewer, an associate professor of finance at Indiana University-Purdue University Columbus.
Texas ranks second in the country in overall value behind Ohio State and immediately in front of Oklahoma. The Buckeyes are valued at roughly $1.5 billion and Oklahoma is valued at roughly $1 billion.
“Although Ohio State leads the way, Brewer says it’s easy to envision Texas passing the Buckeyes in the not-too-distant future,” wrote Andrew Beaton of the Wall Street Journal.
“The Longhorns boast the highest adjusted revenue ($145 million), but still trail in overall value because of the Buckeyes’ success under Urban Meyer and middling recent on-field performance at Texas, a school going on its third coach in the last five years. But that’s contingent on the Longhorns playing like the superpower they’re supposed to be.”
First-year coach Tom Herman’s Longhorns are 1-2 to start the season, but came close in both of its losses to the Big Ten’s Maryland and Pac-12 foe Southern Cal.
Herman replaced Charlie Strong after spending two seasons with Houston, where he went 22-4 as a head coach and led the Cougars to a Peach Bowl win over Florida State in 2015.
The Longhorns return to action on Thursday, Sept. 28, in their Big 12 opener against Iowa State in Ames, Iowa.