During their first season in the Big 12 Conference, Brigham Young University (BYU) saw notable shifts in the financial landscape of its athletic programs. Transitioning from an independent football program and the West Coast Conference (WCC) for other sports, BYU’s move into a Power Five conference came with increased visibility, larger media rights deals, and enhanced opportunities for revenue generation. As expected, some sports programs saw substantial financial growth, while others remained relatively stable. Here’s a breakdown of how BYU sports ranked by revenue in their inaugural Big 12 season.
Football Dominates Revenue
Unsurprisingly, football remains the top revenue-generating sport at BYU by a significant margin. As the most prominent college sport in the United States, football often accounts for the lion’s share of athletic department income, and BYU is no exception. The program benefited enormously from joining the Big 12, thanks to the conference’s lucrative television contracts with ESPN and FOX. Increased ticket sales, higher attendance, more robust merchandise sales, and expanded sponsorship opportunities also contributed to the football program’s financial success. The move to the Big 12 elevated BYU’s national profile, translating directly into increased revenue streams.
Men’s Basketball Holds Strong
Men’s basketball holds the second spot in terms of revenue generation. As part of the Big 12—widely regarded as one of the premier basketball conferences in the country—BYU gained access to stronger competition and more exposure. The team’s participation in high-profile matchups and televised games attracted larger audiences and higher gate receipts. Sponsorships and marketing opportunities for men’s basketball also saw a bump as the program became more competitive and visible on the national stage.
Women’s Sports Benefit from Visibility
Among women’s sports, volleyball and soccer stood out as strong revenue performers. BYU’s women’s volleyball program has long been competitive, and its Big 12 membership only enhanced its stature. The team attracted solid attendance figures, and their success helped generate increased fan support and local media attention. Women’s soccer also drew significant interest, especially due to the team’s recent NCAA tournament success, which created momentum that carried into their Big 12 debut.
Women’s basketball and gymnastics also experienced modest revenue growth. Though not on the same scale as football or men’s basketball, these sports benefited from improved facilities, better marketing, and a more competitive conference schedule. Additionally, broader support for women’s athletics at the national level helped drive interest and attendance.
Other Sports and Long-Term Growth
Olympic and non-revenue sports such as baseball, track and field, tennis, and swimming also participated in the transition but did not see major changes in revenue ranking. However, they benefited indirectly from overall athletic department growth and increased funding made possible by Big 12 membership. These programs often rely on institutional support and donor contributions more than direct revenue streams.
Conclusion
BYU’s first year in the Big 12 brought about significant financial changes, with football and men’s basketball leading the way. Women’s sports gained visibility and moderate revenue increases, while smaller sports laid the groundwork for long-term growth. As BYU becomes more established in the conference, these trends are expected to continue and potentially accelerate.
