In the days of NIL (Name, Image and Likeness) contracts for college athletes, the value of a team is vital to landing the best recruits. Local fans might think that Alabama or Auburn would be at the top of the list but they do not even crack the top five. So which college holds the title as "Most Valuable Sports Program?"

According to the Department of Education’s Equity in Athletics Data Analysis and the Knight-Newhouse database, published on CNBC, 75 most valuable athletic programs for 2025 are worth a combined $51.22 billion. That is a 13% increase over the prior year.

The most valuable team of 2025 was in the SEC but not in the State of Alabama. The top program was the University of Texas at $1.48 Billion. The Longhorns topped 2024's team, the Ohio State Buckeyes.

Teams located in Alabama still remain high on the list. The Crimson Tide ranked 9th and Auburn Tigers cam in 22nd place in the nation.

College Athletics Valuations 2025

1. University of Texas at Austin  SEC  $1.48B
2. Ohio State University  Big Ten  $1.35B
3. Texas A&M University  SEC  $1.32B
4. University of Georgia  SEC  $1.16B
5. University of Michigan  Big Ten  $1.16B
6. University of Notre Dame  ACC/IND  $1.13B
7. University of Tennessee  SEC  $1.12B
8. University of Southern California  Big Ten  $1.10B
9. University of Alabama  SEC  $1.09B
10. University of Nebraska  Big Ten  $1.06B
11. Penn State University  Big Ten  $1.06B
12. Louisiana State University  SEC  $1.05B
13. University of Oklahoma  SEC  $1.01B
14. University of Florida  SEC  $975M
15. University of Kentucky  SEC  $910M
16. University of Oregon  Big Ten  $880M
17. University of Wisconsin  Big Ten  $875M
18. Clemson University  ACC  $860M
19. University of Iowa  Big Ten  $835M
20. University of Illinois  Big Ten  $815M

NOTABLES:

22.  Auburn University  SEC  $810M

24. University of Arkansas  SEC  $800M

28.  Florida State University  ACC  $765M

30.  University of Mississippi  SEC  $755M

The value of college athletic programs is being fueled in large part by escalating media rights deals for football and basketball. The Big 12 conference, for example, began a six-year television extension of its media rights agreements with Fox and ESPN this season that will pay the conference an average of $380 million a year, nearly double what it got from its previous media rights deal, according to S&P Global Market Intelligence.

Beginning in 2026, ESPN will pay an average of $1.3 billion a year for the College Football Playoff, more than twice its previous deal, according to JP Morgan. And starting in 2026, Notre Dame’s new four-year media rights deal with NBC will pay the school an average of $50 million a year, more than double the amount in its current agreement with the network, according to JP Morgan and a person knowledgeable about the deal who asked not to be named because they were not authorized to speak publicly.

Yes, the State of Alabama still has the most college football championships, over Michigan, Ohio and California.