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Ranking the “Best” Football Fans in the Big 12: Texas & Oklahoma on Top

We are presenting a series ranking the “best” fan bases in college football.  The study uses data from the past ten years and the rankings are based on Revenue Premium Brand Equity.  For more information on the analysis/methodology, please click here.

The Big 12 has undergone dramatic changes in the last two years, with the loss of Nebraska, Colorado, Texas A&M, and Missouri, and the addition of Texas Christian University and West Virginia.  While the overall strength of the conference has suffered from these moves, our analyses indicate that entry into the Big 12 has been a positive for TCU and West Virginia.  The conference remains precariously top-heavy, with the Texas Longhorns accounting for a significant portion of brand equity.

The University of Texas is number one on the list of most supportive fan bases in the Big 12.  This finding should not come as a shock to anyone familiar with college football; however what is surprising is how loyal/supportive Longhorn fans are compared to the rest of the Big 12.  Oklahoma, which is ranked second, won approximately the same number of games as Texas over the ten year period of the study.  Texas football, however, produced 65% more in revenues than the Sooners.

Despite being a new entrant into the Big 12, TCU ranks third in the study.  While TCU does not fill up the stadium as regularly as Texas or Oklahoma, it has enjoyed solid financial support given the size of its stadium and student body.  West Virginia, similarly, has received a high level of financial support despite not always selling out.

Baylor and Kansas are in the cellar of the Big 12 fan rankings.  Baylor is an interesting case.  In RG3’s last year at Baylor, the school performed very well in terms revenue.  However, prior to RG3, Baylor averaged fewer wins, and even fewer fans.  Kansas seems to struggle with a problem endemic to many “basketball” schools: the ability to achieve high brand equity in both basketball and football.

Mike Lewis & Manish Tripathi, Emory University 2013.

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