University of Wisconsin-Madison
- Conference (2026)
- Big Ten
- Control
- Public
- IPEDS UNITID
- 240444
- City
- Madison, WI
- City population
- 286,233 (July 1, 2025 (Census Vintage 2025); source)
- Metro area
- Madison, WI (Metropolitan): 709,685 (July 1, 2025 (Census Vintage 2025; 2023 OMB delineations); source)
- TV market (DMA)
- Madison, WI: rank #77, 443,220 TV homes (0.353% of U.S.), Nielsen 2024-25 (source); 2025-26 rank not found
- Endowment
- $4.92B (FY2025) · scope: University of Wisconsin Foundation (WFAA) · source
Universities of Wisconsin system fund listed separately ($0.67B) - Annual giving
- $414.4M (FY2025) · donor commitments to UW-Madison (WFAA) · source
WFAA also transferred a record $548.8M to UW units
How to watch
Cheapest single package for every Wisconsin Badgers game: Fox One + Peacock Premium, $32.98/mo ($164.90 for 5 months). Month-by-month: $98.94 for the full season, $65.96 from Oct. 1. 6 of 12 games still TBD (priced worst case).
Prices and TV assignments as of 2026-10-01. Schedule, networks and month-by-month plan
Sponsors, apparel & naming
- Apparel: Under Armour brand: secondary source · $104.5M · 7 yrs + 3-yr optionUnder Armour renewal approved Nov 25, 2025: minimum gross value $104.5M (vs $96.75M prior); 7 yrs (2026-2033) + 3-yr option to 2036; $3M signing bonus; $3.8M cash/yr; $500K min royalty/yr; product allotment $3.2M (wholesale); $175K/yr NIL commitment; $75K marketing fund; royalty 16.5% rising to 25%. CONFLICT SBJ lists $4.05M cash and $6.4M product per year vs regents memo $3.8M cash and $3.2M product (wholesale) - SBJ may include royalty/retail valuation [SP35] [SP39] [SP40] [SP38] [SP34]
Apparel brands come from a user-generated r/CFB list (secondary; spot-check) [SP35]. All apparel deals · Multimedia rights · Stadium naming
Financial data comes from three sources shown separately, which are not interchangeable: EADA (federal), Knight-Newhouse/NCAA (public schools) and IRS Form 990 (private schools). Do not add or compare figures across them.
EADA budget history (U.S. Dept. of Education)
Equity in Athletics Disclosure Act data; FY = academic year ending (FY2025 = 2024-25). Schools have wide latitude in what they count, and many report total revenue equal to total expenses, so an EADA “surplus” is not meaningful. Head-coach salary is an average across all men’s-team head coaches, not the football coach’s pay. Nominal dollars. Definitions.
This school reported EADA total revenue exactly equal to total expenses in 1 of 19 years.
EADA total revenueEADA total expensesEADA football revenue (nominal dollars; gaps = not reported)
| Fiscal year | Total revenue | Total expenses | Football revenue | Football expenses | FB share of rev. (calc) | Men's BB revenue | Men's BB expenses | Women's BB revenue | Women's BB expenses | Athletic student aid | Recruiting | Avg head coach salary, men's teams | Football participants | Undergrad enrollment | Source |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| FY2025 | $190,503,289 | $180,525,755 | $112,319,593 | $40,903,448 | 59% | $19,869,281 | $12,464,124 | $760,053 | $5,120,630 | $18,628,785 | $2,366,445 | $1,567,756 | 122 | 35,196 | source |
| FY2024 | $183,762,847 | $172,873,023 | $106,732,837 | $42,297,448 | 58% | $18,419,029 | $11,934,106 | $1,280,386 | $4,755,305 | $17,894,587 | $2,703,041 | $1,332,698 | 124 | 34,001 | source |
| FY2023 | $190,554,690 | $173,758,101 | $104,160,933 | $53,898,310 | 55% | $18,394,677 | $11,037,237 | $1,230,869 | $4,419,467 | $17,805,994 | $2,238,331 | $1,164,027 | 121 | 33,547 | source |
| FY2022 | $143,998,339 | $132,104,285 | $88,651,808 | $30,560,723 | 62% | $15,279,071 | $8,828,295 | $752,441 | $3,628,905 | $18,031,717 | $1,784,480 | $942,388 | 119 | 31,884 | source |
| FY2021 | $101,110,054 | $101,110,054 | $48,559,349 | $21,077,319 | 48% | $9,831,234 | $6,200,287 | $311,234 | $3,438,255 | $17,916,739 | $147,227 | $759,134 | 112 | 29,986 | source |
| FY2020 | $143,954,553 | $137,465,083 | $87,408,161 | $29,316,118 | 61% | $19,453,045 | $8,584,987 | $984,485 | $3,982,182 | $16,705,714 | $1,163,294 | $826,429 | 117 | 29,750 | source |
| FY2019 | $151,369,153 | $140,536,659 | $89,944,636 | $31,714,090 | 59% | $21,701,868 | $8,548,485 | $2,070,214 | $4,340,513 | $16,003,368 | $1,438,122 | $828,764 | 115 | 28,942 | source |
| FY2018 | $146,385,704 | $136,040,169 | $82,423,665 | $30,153,256 | 56% | $22,438,795 | $10,636,714 | $2,010,049 | $5,987,741 | $17,060,111 | $1,224,327 | $772,123 | 115 | 28,559 | source |
| FY2017 | $139,430,724 | $127,296,328 | $73,548,409 | $33,147,287 | 53% | $23,168,473 | $9,564,602 | $1,725,172 | $5,018,291 | $15,356,203 | $1,076,278 | $713,323 | 115 | 28,201 | source |
| FY2016 | $130,045,544 | $129,566,181 | $71,220,684 | $30,731,315 | 55% | $22,808,750 | $9,834,445 | $1,620,997 | $5,519,016 | $13,937,362 | $1,128,310 | $622,235 | 117 | 28,157 | source |
| FY2015 | $125,790,567 | $122,975,876 | $44,797,138 | $26,643,793 | 36% | $21,309,114 | $7,473,012 | $1,638,185 | $3,344,856 | $11,296,439 | $1,000,867 | $677,963 | 112 | 27,867 | source |
| FY2014 | $124,928,916 | $122,114,227 | $47,284,723 | $31,282,929 | 38% | $19,370,860 | $7,596,206 | $1,577,454 | $3,275,770 | $10,980,855 | $1,026,757 | $564,622 | 120 | 28,183 | source |
| FY2013 | $146,366,405 | $143,884,191 | $50,641,993 | $31,811,280 | 35% | $19,225,982 | $6,520,779 | $1,607,505 | $3,004,986 | $10,706,738 | $934,893 | $514,913 | 113 | 27,892 | source |
| FY2012 | $101,490,339 | $99,962,504 | $48,416,449 | $24,231,297 | 48% | $17,144,598 | $6,839,111 | $1,680,300 | $3,280,276 | $10,257,354 | $835,484 | $394,141 | 120 | 27,475 | source |
| FY2011 | $93,594,766 | $92,939,345 | $43,296,599 | $23,662,925 | 46% | $16,353,313 | $6,394,547 | $1,507,930 | $3,486,137 | $9,595,256 | $765,384 | $444,800 | 107 | 27,374 | source |
| FY2010 | $93,901,820 | $90,122,238 | $38,662,971 | $22,041,491 | 41% | $17,666,311 | $7,539,418 | $1,451,081 | $2,959,932 | $9,390,949 | $800,746 | $554,864 | 116 | 27,145 | source |
| FY2009 | $89,842,749 | $87,679,682 | $40,005,517 | $22,711,914 | 45% | $14,900,715 | $5,446,455 | $1,472,997 | $3,077,725 | $9,097,129 | $792,789 | $362,362 | 106 | 27,423 | source |
| FY2008 | $93,452,334 | $91,342,337 | $37,733,698 | $22,979,031 | 40% | $14,962,970 | $5,982,027 | $1,475,075 | $3,026,456 | $8,505,629 | $754,972 | $435,471 | 122 | 28,999 | source |
| FY2007 | $82,579,472 | $81,401,732 | $34,105,991 | $19,771,064 | 41% | $14,332,269 | $5,315,234 | $1,450,748 | $3,084,846 | $7,965,672 | $747,066 | $327,647 | 120 | 27,219 | source |
Knight-Newhouse budget history (NCAA financial reports)
NCAA Membership Financial Reporting System categories as presented by the Knight-Newhouse College Athletics Database. “Total athletic revenues” are net of transfers back to the institution. Subsidy = institutional/government support + student fees (Knight’s definition; summed by us from the same row). Debt figures before FY2015 are not comparable (NCAA definition change). Not comparable with the EADA figures above. Nominal dollars.
KN total athletic revenuesKN total athletic expensesKN subsidy (nominal dollars; gaps = not reported)
| Fiscal year | Total athletic revenues | Total athletic expenses | Football spending | Football coaching salaries | Conf./NCAA/media/postseason | Ticket sales | Donor contributions | Sponsorship/licensing | Inst./govt support | Student fees | Subsidy (calc) | Subsidy share (calc) | Coaches comp. | Non-coaching staff comp. | Scholarships/aid | Facilities/debt/equip. | Coaching severance | Inst. NIL rev. share | Annual debt service | Athletics debt outstanding | Source |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| FY2025 | $197,927,246 | $193,630,009 | $41,495,307 | $14,948,470 | $77,920,947 | $38,384,715 | $26,219,033 | $24,757,630 | $10,421,859 | $0 | $10,421,859 | 5% | $33,193,725 | $43,094,721 | $33,606,697 | $43,122,096 | $1,590,446 | $0 | $9,884,016 | $130,627,132 | source |
| FY2024 | $190,637,312 | $186,740,863 | $49,682,268 | $14,513,864 | $64,801,590 | $36,659,428 | $42,720,190 | $24,300,279 | $3,015,557 | $0 | $3,015,557 | 2% | $32,209,757 | $37,937,762 | $18,938,929 | $35,637,666 | $1,371,170 | — | $10,814,784 | $105,688,770 | source |
| FY2023 | $197,723,038 | $194,020,289 | $64,357,070 | $14,338,127 | $63,977,692 | $33,765,220 | $51,190,409 | $26,756,124 | $3,619,737 | $0 | $3,619,737 | 2% | $30,738,541 | $36,245,997 | $18,355,452 | $54,785,136 | $16,747,075 | — | $13,309,120 | $101,421,914 | source |
| FY2022 | $150,100,977 | $147,807,183 | $39,255,866 | $11,527,815 | $62,776,957 | $38,117,093 | $7,054,061 | $25,012,976 | $3,028,185 | $0 | $3,028,185 | 2% | $25,092,815 | $31,056,478 | $18,679,577 | $43,858,991 | $388,500 | — | $10,727,128 | $96,580,689 | source |
| FY2021 | $106,916,838 | $127,088,011 | $27,914,023 | $8,733,710 | $46,639,131 | $28,783 | $28,178,799 | $22,434,431 | $3,098,590 | $0 | $3,098,590 | 3% | $21,026,300 | $27,050,259 | $18,021,191 | $44,954,645 | $29,000 | — | $8,560,385 | $101,278,116 | source |
| FY2020 | $148,198,907 | $149,196,055 | $36,707,380 | $10,374,233 | $66,835,967 | $35,519,462 | $13,132,331 | $13,709,751 | $2,561,672 | $0 | $2,561,672 | 2% | $24,252,528 | $32,012,240 | $17,573,659 | $36,495,841 | $131,734 | — | $9,169,299 | $78,556,514 | source |
| FY2019 | $157,660,107 | $154,621,828 | $40,412,322 | $9,326,437 | $70,717,610 | $33,285,210 | $17,780,846 | $13,403,386 | $3,029,000 | $0 | $3,029,000 | 2% | $22,699,508 | $34,291,152 | $16,649,822 | $40,337,094 | $384,907 | — | $11,056,168 | $83,682,269 | source |
| FY2018 | $151,966,795 | $149,798,158 | $38,285,426 | $9,530,592 | $68,473,460 | $32,506,180 | $15,478,578 | $13,185,627 | $2,967,000 | $0 | $2,967,000 | 2% | $22,084,888 | $33,204,048 | $17,207,930 | $39,111,924 | $378,340 | — | $10,451,767 | $90,808,422 | source |
| FY2017 | $143,420,668 | $142,930,591 | $33,147,288 | $6,778,138 | $53,866,756 | $28,773,188 | $24,110,895 | $13,763,465 | $2,843,000 | $0 | $2,843,000 | 2% | $18,437,364 | $31,212,599 | $16,324,620 | $37,656,988 | $628,669 | — | $11,840,554 | $97,177,966 | source |
| FY2016 | $132,788,726 | $130,433,373 | $30,731,315 | $6,039,836 | $46,990,102 | $30,959,974 | $21,499,693 | $7,728,295 | $2,805,000 | $0 | $2,805,000 | 2% | $17,530,861 | $28,684,779 | $14,593,769 | $33,889,374 | $299,577 | — | $12,556,348 | $105,087,305 | source |
| FY2015 | $123,895,543 | $118,691,112 | $30,689,254 | $6,255,875 | $41,012,419 | $28,532,895 | $22,816,373 | $6,218,970 | $7,850,256 | $0 | $7,850,256 | 6% | $18,130,413 | $26,057,186 | $11,996,523 | $30,774,263 | $326,424 | — | $12,767,002 | $111,136,348 | source |
| FY2014 | $127,910,918 | $125,096,235 | $31,282,930 | $5,750,269 | $38,279,556 | $27,556,037 | $38,456,619 | $4,616,212 | $8,073,360 | $0 | $8,073,360 | 6% | $15,931,618 | $23,775,800 | $11,051,092 | $43,227,981 | $0 | — | $12,577,792 | $117,033,186 | source |
| FY2013 | $149,141,405 | $146,659,187 | $31,811,279 | $6,150,040 | $34,535,593 | $27,675,492 | $58,907,876 | $4,289,089 | $7,859,675 | $0 | $7,859,675 | 5% | $15,885,784 | $21,768,187 | $10,754,708 | $65,934,345 | $0 | — | $11,734,276 | $124,779,662 | source |
| FY2012 | $103,803,040 | $102,275,206 | $24,231,299 | $6,218,048 | $28,764,498 | $27,569,088 | $19,703,260 | $4,703,863 | $7,127,453 | $0 | $7,127,453 | 7% | $15,849,964 | $21,188,637 | $10,300,834 | $25,588,867 | $0 | — | $9,803,713 | $121,003,319 | source |
| FY2011 | $96,288,191 | $95,623,345 | $23,662,925 | $5,210,829 | $28,585,223 | $27,333,229 | $14,911,158 | $3,251,109 | $7,237,901 | $0 | $7,237,901 | 8% | $14,148,064 | $21,039,370 | $9,638,465 | $22,593,014 | $0 | — | $9,933,107 | $91,077,543 | source |
| FY2010 | $96,038,912 | $92,259,330 | $22,041,488 | $4,001,971 | $27,069,667 | $25,732,357 | $19,247,563 | $3,133,799 | $5,485,202 | $0 | $5,485,202 | 6% | $14,557,280 | $20,023,294 | $9,431,937 | $21,074,628 | $0 | — | $10,194,863 | $87,735,827 | source |
| FY2009 | $91,806,135 | $89,643,069 | $22,711,914 | $3,943,126 | $26,197,145 | $26,036,340 | $16,209,704 | $3,339,279 | $5,318,624 | $0 | $5,318,624 | 6% | $12,241,645 | $19,792,468 | $9,098,129 | $20,785,536 | $0 | — | $10,334,526 | $93,262,608 | source |
| FY2008 | $95,118,124 | $93,008,125 | $22,905,094 | $4,021,220 | $25,813,500 | $26,936,910 | $18,777,294 | $2,705,018 | $5,262,870 | $0 | $5,262,870 | 6% | $12,805,872 | $18,076,787 | $8,788,071 | $25,882,254 | $0 | — | $10,298,577 | $98,669,792 | source |
| FY2007 | $84,312,381 | $83,134,641 | — | $0 | $20,613,613 | $25,426,650 | $13,749,727 | $3,361,791 | $6,027,947 | $0 | $6,027,947 | 7% | $11,030,636 | $17,020,136 | $8,193,060 | $20,563,574 | — | — | — | — | source |
| FY2006 | $78,948,241 | $78,845,355 | $22,893,611 | $4,146,873 | $16,410,950 | $21,538,228 | $19,106,871 | $2,439,632 | $5,730,773 | $0 | $5,730,773 | 7% | $9,900,140 | $15,053,358 | $7,721,169 | $22,254,868 | $0 | — | $9,000,000 | $109,000,000 | source |
| FY2005 | $75,814,556 | $75,719,048 | $21,993,983 | $3,784,267 | $15,173,561 | $21,072,976 | $20,269,398 | $1,745,883 | $5,454,018 | $0 | $5,454,018 | 7% | $9,363,248 | $14,263,238 | $7,867,347 | $19,695,284 | $0 | — | $7,060,919 | $113,443,842 | source |
Data credit: Knight-Newhouse College Athletics Database, a joint project of the Knight Commission on Intercollegiate Athletics and the S.I. Newhouse School of Public Communications, Syracuse University.