Steve Sarkisian’s Texas Receives $332M News Despite Nearly Doubling Head Coach’s Salary

In a year marked by significant shifts in college sports, the University of Texas has broken a monumental record with its athletic revenue reaching an eye-popping $332 million for the 2024 fiscal year. This is a major milestone for the Longhorns, further underscoring the school’s growing dominance in the world of collegiate athletics. However, while the university celebrates this financial success, there is another layer to the story—Steve Sarkisian, the Longhorns’ head football coach, saw his salary nearly double in the same period, raising important questions about the financial landscape of college athletics and the intersection of pay, success, and sustainability.

Record-Breaking Revenue: A Testament to Texas’ Dominance

The University of Texas’ $332 million revenue for the 2024 fiscal year represents a massive leap forward, signaling the school’s ever-increasing dominance in collegiate athletics. The financial figures are part of a broader trend where top-tier schools continue to rack up record-setting revenues, primarily driven by football, basketball, and lucrative television deals that further boost the profile of major conferences.

Texas is part of the powerhouse schools that benefit from multiple revenue streams, including ticket sales, media rights deals, merchandise sales, and sponsorship agreements. For Texas, the move to the SEC (Southeastern Conference) is a key factor in the revenue surge, as it has allowed the university to tap into a much larger media market and a more lucrative broadcast contract, which should pay dividends in the coming years. As college sports continue to evolve, programs like Texas are capitalizing on the changing media landscape, creating unprecedented financial growth.

The $332 million figure surpasses previous records for the school, a feat made possible not just by football’s continued dominance but also the performance of other sports. Texas has invested heavily in its athletic facilities, recruiting programs, and overall infrastructure, all of which contribute to the school’s appeal and ability to generate revenue. As a result, it continues to attract top-tier talent across all sports, further boosting ticket sales and overall fan engagement.

Steve Sarkisian’s Salary Surge: A Reflection of High Expectations

Steve Sarkisian’s near-doubling of his salary in 2024 highlights the increasing financial stakes in college football. Having taken over as head coach of Texas in 2021, Sarkisian’s tenure has been closely watched, with both high hopes and some pressure to deliver results. As a proven offensive mind and a coach with experience in major programs like Alabama, Sarkisian came to Texas with the promise of turning the Longhorns into perennial national championship contenders.

Despite some early bumps in the road—Sarkisian’s first two seasons at Texas have seen mixed results—there is a clear expectation that his leadership will lead to greater success. This increased salary reflects both the potential for success on the field and the financial power of Texas as a program. Texas’ athletic department, with its record-breaking revenue, has the resources to reward its coaching staff generously, and Sarkisian’s pay is a clear indicator that the school sees him as the right man to lead the program back to elite status.

The salary hike also ties into a broader trend where top-tier coaches in college football are rewarded handsomely for their ability to generate both on-field success and financial revenue. Sarkisian, whose previous coaching stops included Washington and USC, is seen as someone who can leverage the immense resources at Texas to compete at the highest level. His pay increase, while seen as a reflection of Texas’ financial strength, also aligns with the reality that college football has become an arms race when it comes to coaching talent and compensation.

The Broader Context of College Sports Salaries

The increase in Steve Sarkisian’s salary is not an isolated incident. Across the country, coaches at powerhouse programs have seen their salaries skyrocket, driven by the increasingly commercial nature of college sports. With TV networks, streaming platforms, and athletic departments pouring money into football programs, the financial incentives to succeed are higher than ever. Coaches like Nick Saban (Alabama), Kirby Smart (Georgia), and Dabo Swinney (Clemson) have all signed lucrative contracts, signaling the high demand for top-tier football minds who can generate substantial revenue and win championships.

However, as the salaries of head coaches continue to climb, it raises questions about the broader structure of college athletics. While universities like Texas are able to absorb these financial commitments, there is an ongoing debate about whether such large sums are sustainable and fair in a system where the athletes themselves are not compensated directly for their labor—especially considering that the NCAA has long prohibited athletes from receiving compensation beyond scholarships and stipends.

This dilemma has become more pronounced in recent years as athletes have gained more leverage, both through name, image, and likeness (NIL) deals and as conferences negotiate multimillion-dollar media rights deals. The question arises whether the enormous salaries given to coaches are reflective of the system’s priorities and whether such spending aligns with the educational and non-commercial ideals that many believe college sports should represent.

The Link Between Success and Financial Prosperity

One undeniable reality is that the financial success of programs like Texas is closely tied to on-field performance. A successful football program can transform a university’s financial standing, bringing in substantial revenue from ticket sales, merchandise, and media contracts. As Texas seeks to continue its rise in the SEC, the Longhorns’ football team must remain competitive and successful on the national stage to ensure the program’s profitability.

While Texas has made significant investments in recruiting and facilities to ensure that its football program is on the cutting edge, there is still a need for consistent performance. The success of the program on the field will, in turn, support its broader revenue-generating efforts. This cyclical relationship between success and financial growth is one of the key dynamics driving the current landscape of college sports. As long as the Longhorns remain competitive and successful, the flow of revenue into the athletic department will likely continue to rise.

Sarkisian’s near-doubling of his salary could be seen as a reflection of the expectation that the team will achieve this level of success. Whether or not Sarkisian can lead the Longhorns to a national championship, or even just a consistent place in the College Football Playoff, will likely play a major role in how long Texas can sustain this level of financial success.

The Road Ahead: Financial Sustainability and Long-Term Growth

The impressive $332 million in revenue marks a high point for the University of Texas, but the sustainability of this financial model is still a question for the future. The landscape of college athletics is constantly shifting, with increasing financial pressures, evolving media deals, and changing regulatory frameworks.

For Texas, ensuring long-term success will require more than just financial investment in coaching salaries and facilities. It will involve adapting to the changes in NIL and navigating the broader pressures facing college sports as a whole. As college football moves into an era of increased conference realignment, television deals, and growing competition for top-tier talent, universities like Texas must ensure that their athletic programs remain at the forefront of the industry.

In the case of Sarkisian, the key question remains whether he can turn Texas into a national championship contender—something that will keep the revenue flowing and justify the increased financial commitment. Should he succeed, his salary and the school’s investment in its athletic department will have been well worth it. If not, Texas could face difficult questions about how it spends its resources in the years to come.

Ultimately, the $332 million in revenue for Texas serves as a testament to the continued financial power of college athletics, but also highlights the delicate balance between financial success, coach compensation, and the broader question of fairness in college sports. The future will depend on whether schools can sustain this model while ensuring the integrity and sustainability of college athletics.