Wisconsin’s athletic program is the classic model of consistency — both the football and men’s basketball teams have had just one losing season since the turn of the century.
Parenthetically, the football’s one losing season just occurred. But that should not eliminate its larger body of work dating back to the late 1990s.
Related: Final Big Ten Power Rankings after 2024 season: Oregon is your conference champion
Some of Wisconsin’s top programs are even a model of excellence. Wisconsin women’s hockey is the winner of three of the last five national titles, while Wisconsin volleyball took home a title trophy in 2021.
Success impacts Wisconsin’s brand value, as does its place in the Big Ten Conference among some of the most influential brands in the space. Those converging factors make it one of the most valuable athletic departments in the country.
CNBC recently published a full study on the valuation of every major athletic department in the Football Bowl Subdivision. It partnered with AthleticDirectorU, which consults with those in the sport looking into private equity investment, to compile a comprehensive list of both valuation and annual revenue.
Wisconsin’s valuation of $838 million is No. 15 overall in the published study. More significantly, it is just No. 5 in the expanded Big Ten Conference — ranked behind only Ohio State (No. 1 overall at $1.32 billion), Michigan (No. 4 overall at $1.06 billion), Nebraska (No. 8 overall at $943 million) and Penn State (No. 11 overall at $924 million).
College sports programs aren't just about wins and losses—they're billion-dollar brands driving revenue through media rights, sponsorships, and community impact. But how do we measure their true value? @AD_University and @CNBC present the first ever athletic department… pic.twitter.com/5BuYlSpwev
— Jason Belzer (@JasonBelzer) December 19, 2024
By no surprise, 20 of the top 22 schools are currently affiliated with the Big Ten or SEC. Notre Dame (No. 6 at $969 million) and Clemson (No. 16 at $800 million) are the only outliers.
Television deals and major-conference branding are significant factors in each school’s annual revenue, which then plays into its overall valuation. Consider this study further proof of the Big Ten and SEC’s respective dominance over the larger college athletics landscape.
For more specifics on how the Badgers compare to the rest of the Big Ten, here is the full study.
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