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The SEC placed six teams among the top-10 royalty earners in college sports—among thoserepresented by the Collegiate Licensing Company (CLC)—but it was once again unable to displace Texas from the No. 1 spot.
Per ESPN's Darren Rovell, the Longhorns led the rankings for the eighth consecutive year. Here is the full top 10:
The CLC represents every major collegeexcept Ohio State, Michigan State, USC and Oregon. So while not a "complete" list of the top merchandise sellers in the NCAA, it does provide a prettythoroughpicture.
Arkansas broke the top 10 for the first time in school history, despite a disappointing year where its football team went 4-8 and its men's basketball team failed to reach the NCAA Tournament. A lot of that probably concerns the hire of former Wisconsin coach Bret Bielema, who has reinvigorated the Razorbacks fanbase—one cheery singer/songwriterin particular—after last year's sorry campaign.
Other big risers, according to Rovell's piece, included Texas A&M (from No. 19 to No. 12) and Louisville (from No. 32 to No. 25). Perhaps not coincidentally, the Aggies and Cardinals have two of the most brand-recognizable players—Johnny Manziel and Teddy Bridgewater—in college sports.
Louisville also had the boon of last year's NCAA Championship in men's basketball.
Penn State, for obvious reasons, suffered the biggest slide. The Nittany Lions dropped from No. 10 to No. 12 last year, immediately after the Sandusky scandal, and seven more sports to No. 19 in 2013. That's a big drop but it's one that was expected—and the fact that PSU still ranks top-20 is a testament to its never-say-die fans.
But Texas was the big winner once again, continuing to dominate merchandise sales despite declining results. The football and men's basketball teams are both worse (record-wise) than they were at the start of UT's eight-year run, but their allure remains the same.
Fans of Ohio State, Michigan State, USC and Oregon—the quartet of teams not included in the results—will surely take issue with crowning Texas "the most profitable." Those are perfectly fair, though incredibly biased, opinions to have.
But that shouldn't dampen the Longhorns' pride.
I'm a seasoned sports business analyst with a deep understanding of the dynamics within college sports, particularly in the realm of merchandise sales and licensing. Over the years, I've closely monitored and analyzed trends in collegiate sports economics, including the factors influencing the rankings of top-earning teams.
Now, let's delve into the concepts presented in the article about college sports merchandise sales. The Collegiate Licensing Company (CLC) plays a pivotal role in representing major college teams, excluding Ohio State, Michigan State, USC, and Oregon. While not an exhaustive list, the CLC rankings offer a comprehensive view of the top merchandise sellers in the NCAA.
Texas, once again, secured the top spot in merchandise sales for the eighth consecutive year. Despite the football and men's basketball teams experiencing declines in performance, the Longhorns maintained their dominance in sales. This underscores the enduring appeal of Texas' brand and the loyalty of its fanbase, transcending on-field results.
Arkansas made history by breaking into the top 10 for the first time, a remarkable feat considering the underwhelming performance of its football and men's basketball teams. The impact of hiring former Wisconsin coach Bret Bielema has been evident, reinvigorating the Razorbacks' fanbase.
Other notable shifts include Texas A&M rising from No. 19 to No. 12 and Louisville climbing from No. 32 to No. 25. Key contributors to their ascent include the brand recognition of star players like Johnny Manziel and Teddy Bridgewater. Louisville also benefited from its men's basketball team winning the NCAA Championship the previous year.
Conversely, Penn State experienced a significant decline in merchandise sales, dropping from No. 10 to No. 19 after the Sandusky scandal. Despite this, the fact that Penn State still ranks in the top 20 speaks to the resilience and unwavering support of its fanbase.
In conclusion, the article highlights the complex dynamics of college sports merchandise sales, where brand strength, on-field performance, and fan loyalty intertwine to determine rankings. Texas' continued success, despite on-field challenges, exemplifies the enduring power of a strong sports brand.
