UW Athletics Reportedly Earned $21 Million in Licensing Revenue in '25

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The University of Washington athletic department received $21.7 million in revenue from licensing and royalties, an all-encompassing stream of income that includes corporate sponsorship deals and intellectual property from the EA Sports College Football video game.

According to a report Thursday from ExtraPoints, the school was one of 14 colleges to report at least $20 million or more in revenue from those various licensing and royalties for fiscal year 2025. UW was one of six schools in the Big Ten Conference—behind Ohio State ($42.7 million), Michigan ($35.5 million), Oregon ($26.6 million), Penn State ($25.1 million) and Wisconsin ($24.7 million)—with Nebraska the next closest at $17.9 million.

Despite still reporting a $19 million cash-flow deficit for the FY25, the Huskies still managed to capitalize on being in a major market such as Seattle to outperform many other notable college athletics brands, a sign that the deficit won't be a deterrent long-term.

UW is also expected to announce a major naming rights partner before the upcoming 2026 college football season for Husky Stadium, separate from the extension to keep Hec Edmundson Pavilion with Alaska Airlines Arena—the old field naming partner since 2015—which should help offset the deficit as the conference revenue share increases.

The school's partnership with Learfield, which has facilitated corporate and multimedia rights partnerships since 2006, is also another factor in the $21.7 million earned in revenue, which has recently included an agreement to make T-Mobile the official wireless partner for UW, which began in January 2025.

For comparison, the two other prominent in-state universities, Washington State and Eastern Washington, received $4.5 million and $266,034, respectively, during FY25, a gap that highlights one of the several reasons why the school opted to join the Big Ten Conference instead of remaining in the fledgling Pac-12 Conference.

This article originally appeared on Huskies Wire: UW Athletics Reportedly Earned $21 Million in Licensing Revenue in '25

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