USC has been recognized as the top California school in a recent CNBC ranking of the 75 most valuable college athletic programs in 2024. The rankings, led by Ohio State University, assessed the valuations of top athletic programs as private equity firms express interest in entering college sports.
Valuations were determined based on factors such as TV revenue, alumni and fan bases, Name Image Likeness deals, and subsidies. The Big Ten and SEC programs dominated the rankings due to their lucrative TV deals. USC was ranked 12th with a valuation of $923 million and $212 million in revenue.
Stanford, UCLA, UC Berkeley, and San Diego State University also made the list, with football program strength being a key factor in their rankings. Stanford’s move from the Pac 12 to the ACC was noted as a potential boost to their revenue and valuation. UCLA was ranked at 54, with potential for growth in revenue and value.
Overall, the rankings provide insight into how college athletic programs might perform if private equity firms were to invest in them. USC’s strong NIL performance was highlighted as a positive, while UCLA was seen as a brand with significant upside. The rankings offer a look into the potential financial aspects of college sports, particularly as interest from private equity and venture capital firms continues to grow.
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