In fiscal year 2025, University of Wisconsin-Madison's Football program reported $120.3M in revenue and $41.5M in expenses, for a net surplus of $78.8M. The program generated $120.3M in total revenue, led by Media Rights at $56.6M. Among the 78 FBS programs reporting Football data, University of Wisconsin-Madison ranks 30th overall in total expenses (30th of 42 Power Four programs) — above the FBS average of $36.5M. University of Wisconsin-Madison competes in the Big Ten; financial data is available from FY2017 through FY2025.
| Category | Amount |
|---|---|
| Media Rights | $56,601,730 |
| Ticket Sales | $25,800,126 |
| Contributions | $14,961,427 |
| Conference Distributions of Football Bowl Generated Revenue | $10,665,018 |
| Royalties, Licensing, Advertisement and Sponsorships | $8,828,594 |
| Direct Institutional Support | $2,074,690 |
| Other Operating Revenue | $794,948 |
| Conference Distributions (Non Media and Non Football Bowl) | $327,697 |
| Program, Novelty, Parking and Concession Sales | $157,302 |
| Sports Camp Revenues | $69,910 |
| Category | Amount |
|---|---|
| Coaching Salaries, Benefits and Bonuses paid by the University and Related Entities | $14,948,470 |
| Athletic Student Aid | $5,699,107 |
| Support Staff/Administrative Compensation, Benefits and Bonuses paid by the University and Related Entities | $4,837,843 |
| Team Travel | $3,236,320 |
| Guarantees | $2,550,000 |
| Student-Athlete Meals (non-travel) | $2,528,059 |
| Severance Payments | $1,427,181 |
| Recruiting | $1,225,046 |
| Sports Equipment, Uniforms and Supplies | $1,177,383 |
| Enhanced Educational Benefits (Alston or other) | $1,129,344 |
| Direct Overhead and Administrative Expenses | $983,202 |
| Game Expenses | $854,225 |
| Other Operating Expenses | $738,238 |
| Football Bowl Expenses | $66,815 |
| Athletic Facilities Debt Service, Leases and Rental Fee | $60,924 |
| Sports Camp Expenses | $15,349 |
| Memberships and Dues | $11,355 |
| Medical Expenses and Insurance | $6,446 |
| Fiscal Year | Revenue | Expenses | Net |
|---|---|---|---|
| FY2025 | $120,281,442 | $41,495,307 | +$78.8M |
| FY2024 | $115,121,373 | $49,682,268 | +$65.4M |
| FY2023 | $110,438,638 | $64,357,070 | +$46.1M |
| FY2022 | $96,377,622 | $39,255,866 | +$57.1M |
| FY2021 | $48,564,033 | $27,914,023 | +$20.7M |
| FY2020 | $89,072,988 | $36,707,380 | +$52.4M |
The football program generated $120.3M in total revenue in FY2025, driven primarily by $56.6M in media rights, while holding expenses to $41.5M — producing a surplus of $78.8M. At $41.5M, operating costs ranked 30th among 78 FBS programs and sit above the FBS average of $36.5M, with coaching salaries, benefits, and bonuses representing the largest expense category at $14.9M. Expenses have fluctuated notably over recent years, peaking at $64.4M in FY2023 before dropping sharply to $41.5M in FY2025.
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