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).

And the Gators?

Even with their title run, they ranked 31st at $121 million. Houston, this year’s runner-up, came in at No. 58 with $81 million.

These numbers come from Indiana University professor Ryan Brewer, who runs the numbers each year to estimate what college teams would be worth if they were pro franchises. He factors in revenue, sustainability, and cash flow—like he’s valuing a business. And while these are data-driven estimates, he’s quick to note the actual price tag could be much higher. The Boston Celtics just sold for $6.1 billion. Imagine what a Duke mega-donor would pay to buy the Blue Devils in a world where that was actually allowed.

Still, this is a statement for UNC. Davis & Co. landed their worst-ever tourney seed this season at No.11, after going 1-12 in Quad 1 games. They were all but confirmed to be missing a second tournament in five years. But the ultimate decider? The results of the game between UAB and Memphis. The former’s loss made room for the Tar Heels to make it to March Madness. Not a pretty picture. Nor has it been for years now, having earned their last Final Four berth as a Cinderella team. But what’s keeping them alive?

“As we all know, one of the greatest basketball players of all time, Michael Jordan, is here. His legacy has shown into the future,” freshman Alan Solis. Well, that’s sure a piece of history we can’t forget, right alongside their 6 titles. They further cash in from the revenue, which has been a fast-paced race, as Nels Popp notes. For UNC, that was a record $164.5 million in opening revenue for 2023-24.

And now? It’s transfer portal season. With their financial muscle and brand power, don’t be surprised if UNC reloads fast. The momentum’s real—and Carolina’s ready to spend it.

UNC’s transfer moves say one thing: Hubert Davis is all-in for 2025

Things are moving fast in Chapel Hill. The Tar Heels have seen some key exits—Elliot Cadeau and Ian Jackson both hit the transfer portal. R.J. Davis, UNC’s second all-time leading scorer, is also gone after five big seasons. That leaves a lot of holes, especially in the backcourt.

And Drake Powell? He’s not a sure first-round pick, but could still jump to the NBA. So yeah, there was work to be done. But Hubert Davis didn’t sit back. He landed Henri Veesaar, a 7-foot center from Arizona who averaged 9.4 points last season. After UNC struggled with size inside all year, Veesaar gives them an anchor in the paint. Then came Jonathan Powell from West Virginia. He put up 8.3 points and 3.1 boards a game as a freshman and committed to UNC without even visiting.

Why? “It’s a basketball school,” Powell said. “Obviously what Coach Davis has done there, the players he’s developed, and the way he coaches and loves the game and cares for his players—that’s the type of program and coach I want to play for.”

That’s a big pickup—and a strong endorsement of Davis.

Seth Trimble also announced he’s coming back for his fourth year. He averaged 11.6 points per game and could end up playing a major leadership role next season with so many new faces. And it’s not just the portal. Caleb Wilson, a top-10 national recruit, is coming to Chapel Hill too. Still, the Tar Heels aren’t done. They need a true point guard to run the show. And probably one more wing with scoring pop. As Paul Myerberg, Erick Smith, and Eddie Timanus put it:“To say next year is make-or-break for Coach Hubert Davis isn’t exactly going out on a limb.”

That about sums it up. The ACC hasn’t had the best offseason.  But UNC is still swinging big. And if these new pieces come together, Hubert Davis just might get the bounce-back year he needs.