Florida pulled off the comeback of the season, rallying past Houston to win the national title. But when it comes to program value, they’re not even in the conversation.
Who is? Hubert Davis and the Tar Heels.
The program that made the tournament on the back of a controversial selection and was unsurprisingly ousted in the Round of 64. There was no Cinderella story for Davis this time, suggestive of the falling empire. But wait, they aren’t going to let us jump to conclusions so soon.
A new Wall Street Journal report just named UNC the most valuable men’s college basketball program in the country at $378 million, nudging out rival Duke, which sits at $370 million. That’s right—despite having Cooper Flagg, the most hyped freshman in years, it’s Chapel Hill, not Durham, topping the charts.
Flagg wasn’t just good—he was historic. He became just the fourth freshman ever to win the Wooden Award, joining elite company: Kevin Durant, Anthony Davis, and Zion Williamson. He averaged 17.8 points, 7.5 rebounds, 3.2 assists, and 2.6 blocks per game, showing off freakish versatility. UCLA coach Mick Cronin even said it flat out: “He’s the best player in the country.” NBA scouts are already penciling him in as a future All-Star. But even with all that firepower, Duke couldn’t claim the top spot in financial value. That belongs to the Heels.
Only two programs broke the $300 million mark—UNC and Duke. Indiana followed at $279 million, despite not making the tournament. Then came Ohio State ($262M), Louisville ($260M), and Arizona ($257M).
