America’s New Team?

Let me preface this post with a disclaimer: Unfortunately, this post is not about the Dallas Cowboys. While the aptly-named “America’s Team” may be leading sales in the professional leagues, there’s a new sheriff in town when it comes to college football. To almost no one’s surprise, it’s Texas A&M University. According to a Forbes study published in September 2018, the Aggies boast the most valuable team in college football, raking in $148 million in revenue and $107 million in profit. This shot the team right up to #1, surpassing the Texas Longhorns – their in-state rival and the previous breadwinners. It’s no shock that Texas A&M was able to generate such a hefty revenue: donors, students, and the public all rallied together to raise $485 million to cover the costs of renovating Kyle Field, which began in 2013. But how can a team who hasn’t won a national championship in nearly 80 years become so financially successful? My guess is that  brand recognition has a heavy influence. When college football fans see maroon, they most likely associate it with Texas A&M. The color is fairly unique, and the team has definitely made an impact on the national stage from athletics to academics. Topping all that off with Kyle Field and the other illustrious football facilities, it’s hard to stay away from the Aggies when you’re a sports fan.

However, there’s no revenue without sales. Just knowing about a brand or product isn’t enough – you need a team that can work their tails off to promote whatever it is that you’re selling. While it definitely helps to have deep-pocketed donors standing at the ready to throw their money at you, the university must provide a desirable product or service that makes it all worth it. Texas A&M and the 12th Man Foundation have done a great job at promoting their athletic program, especially the football team. The latter somewhat sells itself with how prevalent football is in the south, but they really take it to the next level with the videos, concessions, and facilities that come with the program. Another factor that comes into play is ticket sales. While season tickets seem to be the gift that keeps on giving, the different flex packs and discounts available to the public throughout the season are easy selling points. Combined with the ease of StubHub, Texas A&M’s official partner for reselling tickets, it’s now easier than ever to see the Aggies in action. Regardless of what happens on the field, the support and camaraderie apparent at Texas A&M almost ensures that there will never be a deficit in the athletic department.

So what do you think – will Texas A&M stay on top for years to come, or will their rise to stardom be short-lived?