The Big 12 is not often featured atop the Rivals Industry Team Recruiting Rankings, but the conference has made its presence felt to some extent in the 2026 cycle.

As the 2025 calendar year rounds out, CNBC has ranked the top-25 college athletic programs by valuation. Texas has skyrocketed to the No. 1 spot, worth $1.48 billion. This number is 16% more than it ...