It's no surprise that Texas is the most valuable property in college sports.
Since Mack Brown arrived at Texas in 1998, the Longhorns have turned into a money-making entity unlike many in all of sports -- collegiately or in the pros.
Forbes Magazine ranks the Longhorns No. 1 among all college sports properties with a team value of $119 million and a profit last season of $59 million.
The magazine ranked the 20 most valuable colleges based on what the football program contributes to four important beneficiaries (in order): (1) their university (money generated by football that goes to the institution for academic purposes, including scholarship payments for football players); (2) athletic department (the net profit generated by the football program retained by the department); (3) conference (the distribution of bowl game revenue); (4) and local communities (estimated incremental spending by visitors to the county that's attributable to the program).
In order to make the comparisons more accurate, Forbes standardized the revenue and expense streams for each team, mainly because the methods of reporting to the U.S. Department of Education are often inconsistent from school to school.
The Big 12 had four other huge money makers on Forbes' list. The Southeastern Conference had eight teams in the top 20 -- all among the top 17 schools. The Big Ten had five schools, the Pac-10 had one school and one independent was listed.
Here's a look at the list of Big 12 schools
1. Texas (second last season), $119 million team value, $59 million profit.
4. Nebraska (18th last season), $93 million team value, $49 million profit.
10. Oklahoma (11th last season), $83 million team value, $40 million profit.
18. Texas A&M (16th last season), $52 million team value, $22 million profit.
20. Oklahoma State (not ranked), $47 million team value, $18 million profit.
The fact that four of the five Big 12 schools are in the South Division underscores the difficult competition that Texas Tech and Baylor face each season with their divisional rivals.
The Big 12 ranks among the most powerful conferences in all of college athletics. And no school has benefited from the association with the conference as much as Texas.