The Oklahoma Sooners football program has once again proven why it remains one of the most prestigious and valuable brands in college football. Despite a relatively underwhelming performance in the most recent season, the Sooners’ long-standing influence and appeal continue to position them as a powerhouse both on and off the field. This lasting reputation is reflected in a new valuation report that places the program among the elite in the sport.
According to a recent hypothetical study conducted by The Athletic, which explored the potential market values of college football teams as if they were franchises in professional sports, the Oklahoma Sooners came in at an impressive $1.49 billion. This valuation not only underscores the massive reach and reputation of the program but also cements Oklahoma’s position as the seventh most valuable college football team in the country.
While NCAA rules prohibit the sale of collegiate teams—unlike professional sports franchises—the exercise in valuation still serves an important purpose. It offers a window into how programs are perceived in terms of their economic power, fan base loyalty, facilities, and long-term potential. The list isn’t about teams going up for sale but rather offers a theoretical glimpse into how much each would fetch if college football operated like the NFL or NBA.
To determine the rankings, The Athletic employed a methodology similar to how professional teams are valued during sales or acquisitions. Factors taken into account included a school’s football revenue, recent and historical on-field success, facility upgrades, the size and passion of the fanbase, and whether a given program carries a premium due to legacy or media appeal. The analysis also took broader market trends and geographic considerations into account, like population shifts and regional interest in football.
Despite Oklahoma’s recent challenges on the field, its brand remains incredibly strong. The program’s storied history, national championships, high-profile alumni, and deep-rooted fan culture all contribute to its high valuation. The $1.49 billion figure isn’t just a reflection of past glory—it’s an indication that the Sooners are well-positioned to thrive in the rapidly evolving landscape of college sports.
The Sooners’ rank at number seven puts them in the company of the sport’s most prominent and profitable programs. They trail behind only a few major powerhouses, likely including the likes of Texas, Alabama, Georgia, Ohio State, and Michigan—teams that consistently draw large crowds, generate massive media coverage, and contend for national titles.
What makes Oklahoma’s valuation even more impressive is that it comes during a transitional period for the program. With coaching changes, new conference alignments, and the increasing influence of Name, Image, and Likeness (NIL) deals, college football is experiencing significant shifts. Yet Oklahoma remains a consistent brand—trusted, respected, and capable of adapting to these changes.
Part of this resilience can be attributed to the school’s investment in infrastructure and modernization. The Sooners have invested heavily in renovating their athletic facilities, improving stadium experiences, and enhancing resources for players and recruits. These upgrades not only improve the team’s day-to-day operations but also make a powerful impression on potential recruits, fans, and media.
Additionally, Oklahoma’s passionate fanbase plays a crucial role in the program’s value. Year after year, the Sooners attract tens of thousands of fans to games, fill stadiums across the country, and command top ratings for televised matchups. Their merchandise sales remain high, and their influence on social media platforms rivals that of many professional teams.
Another aspect that boosts the Sooners’ valuation is the strength of the Big 12 Conference, soon to be their former home as they transition to the Southeastern Conference (SEC). The move to the SEC is expected to amplify the program’s value even further, as the SEC is widely regarded as the most competitive and profitable conference in college football. The exposure, revenue-sharing potential, and recruiting advantages tied to SEC membership could propel Oklahoma even higher on future valuation lists.
It’s also worth noting that this estimate reflects more than just athletic success. It speaks to the broader ecosystem built around the program—an ecosystem that includes loyal alumni, corporate sponsors, lucrative TV contracts, and a brand that extends far beyond Norman, Oklahoma. The university’s football success acts as a beacon for prospective students, elevates institutional pride, and generates ripple effects across the entire athletic department.
In comparing Oklahoma to professional franchises, the $1.49 billion estimate places them in similar territory to some mid-tier NFL teams and above several NHL and NBA franchises. That level of valuation is astounding for a college program and emphasizes how influential college football has become in the American sports and entertainment landscape.
As for the Sooners’ prospects going forward, the future remains promising. With a fresh crop of recruits, renewed energy around the coaching staff, and national attention from both media and fans, Oklahoma appears poised to capitalize on its value. While recent seasons may not have yielded the playoff runs fans hoped for, the infrastructure, leadership, and brand power are all in place to make a strong push in the coming years.
In summary, the Oklahoma Sooners’ $1.49 billion valuation is a testament to the program’s historic success, enduring popularity, and strategic vision for the future. Ranked as the seventh most valuable team in college football, Oklahoma exemplifies what it means to be a blue-chip program. From strong financials to fan loyalty, and from elite facilities to promising on-field talent, the Sooners continue to set the standard in an increasingly competitive college football landscape.
While the idea of putting a price tag on a college football program might seem like a fantasy exercise, these figures offer a valuable perspective. They highlight the immense commercial potential of top-tier programs and the critical role they play in shaping the culture and economics of college athletics. And in that realm, Oklahoma isn’t just surviving—it’s thriving.
