Published on May 21, 2024 by Grace Colyar  
Photo taken by Grace Colyar
Photo taken by Grace Colyar

Within collegiate sports, few institutions capture as much respect and admiration as the Southeastern Conference (SEC). The SEC has always been recognized as an essential cornerstone of college athletics, recognized for its fierce rivalries and passionate coaches and athletes as well as fans. However, behind this competition is a complex financial landscape that has been shaped by various revenue and expense patterns over many years. This analysis will examine the financial performance trends of all SEC institutions (excluding Vanderbilt) in particular revenue and expense categories.

Revenues

SEC athletics generate revenues from various sources which includes ticket sales, donor contributions, corporate sponsorships, competition guarantees, and by government support. Throughout the period of 2018-2022, revenues experiences areas of growth as well as decline. However, despite these fluctuations, SEC athletic programs have continued to show resilience and adaptability in navigating the financial landscape.

total revenue

Top 3 institutions in 2018: Texas A&M, Georgia, Alabama

Bottom 3 institutions in 2018: Mississippi State, Missouri, Mississippi

Top 3 institutions in 2022: Alabama, Georgia, LSU

Bottom 3 institutions in 2022: Mississippi State, Mississippi, Missouri

Donor Contributions

Donor contributions have a large impact on revenues of SEC athletics. These contributions drive everything from facility upgrades to scholarships to paying operational expenses. During 2018-2022, SEC institutions witnessed varying levels of donor contributions which were probably impacted by fundraisings, alumni participation, and economic factors such as COVID-19.

donor controbutions

Top 3 institutions in 2018: Texas A&M, Georgia, Florida

Bottom 3 institutions in 2018: Kentucky, Arkansas, Mississippi State

Top 3 institutions in 2022: Georgia, LSU, Florida

Bottom 3 institutions in 2022: Mississippi State, Arkansas, Kentucky

Ticket Sales

Ticket sales represent another significant revenue stream for athletics which is primary driven by football and basketball games. Although each institution generates thousands of dollars’ worth of tickets, various factors influence these sales. These variables include stadium size, ticket prices, the number of games played at home, the inclusion of admission charges for other athletic events, weather conditions, and others. While there was a decline in ticket sales during COVID, no institution gained an advantage over other as they all faced the same situation.

ticket sales

Top 3 institutions in 2018: Texas A&M, LSU, Arkansas

Bottom 3 institutions in 2018: Mississippi State, Missouri, Mississippi

Top 3 institutions in 2022: Texas A&M, Arkansas, LSU

Bottom 3 institutions in 2022: Missouri, Mississippi State, Mississippi

Expenses

While managing revenue streams is integral to the financial health of SEC athletics, managing expenses is just as important. Expenses can be as simple as buying sports equipment and upgrading facilities or can be more complex such as salaries and compensations. Controlling these expenses is vital for achieving financial success in athletics.

total expenses

Top 3 institutions in 2018: Alabama, Texas A&M, Tennessee

Bottom 3 institutions in 2018: Mississippi State, Missouri, Mississippi

Top 3 institutions in 2022: Alabama, LSU, Texas A&M

Bottom 3 institutions in 2022: Mississippi State, Missouri, Mississippi

Total Football Spending

 When discussing college athletics, football often comes to mind first for many people. Football is usually considered to be the financial driver of the SEC but that also comes with many expenses. During the span of 2018-2022, these trends have provided insights as to how much SEC institutions spend on football which includes the cost of athletics student aid.

football spending

Top 3 institutions in 2018: Alabama, Tennessee, Texas A&M

Bottom 3 institutions in 2018: Mississippi State, Missouri, Kentucky

Top 3 institutions in 2022: Alabama, Georgia, Florida

Bottom 3 institutions in 2022: Mississippi State, Missouri, Kentucky

Recruiting

Recruiting represents an essential aspect of SEC athletics, with major investments made to draw the best athletes to play for that particular institution. During this period of time, recruitment expenses trend upwards even during COVID which shows the SEC proactive recruiting efforts.

recruiting

Top 3 institutions in 2018: Georgia, Alabama, Tennessee

Bottom 3 institutions in 2018: Mississippi State, Missouri, Mississippi

Top 3 institutions in 2022: Georgia, Alabama, Tennessee

Bottom 3 institutions in 2022: Mississippi State, Missouri, South Carolina

Net Results

After looking at multiple revenue and expense patterns, we can calculate the net result of each SEC team from 2018-2022. From the graph below we can conclude that…

net results

Top 3 institutions in 2018: Texas A&M, Georgia, Florida

Bottom 3 institutions in 2018: Mississippi, Tennessee, Missouri

Top 3 institutions in 2022: Georgia, Auburn, Alabama

Bottom 3 institutions in 2022: Tennessee, Mississippi, South Carolina

Conclusion

The financial performance trends of SEC athletics reflect an everchanging landscaped that is shaped by multiple revenue and expense patterns as well as external factors such as the COVID-19 pandemic. As SEC athletics continue to evolve, data-driven insights and revolutionary approaches will be important for driving success in the future.

Author

Grace Colyar

Grace Colyar