While “Everything is bigger in Texas” even Steve Sarkisian wouldn’t want this one thing to be this big. That certainly applies to budgets as well, but as the Texas Longhorns learned the hard way, spending big doesn’t always mean winning big. Texas’ massive financial commitment to its football program made history, yet the only banner left to hang was another painful College Football Playoff semifinal exit. And now, as fresh expense reports surface, critics are piling on with a harsh truth—money can’t buy championships. Word of advice, probably invite Matthew McConaughey less.

Under year 5 HC Steve Sarkisian, Burnt Orange became the first Division I public school to report over $300 million in both revenue and expenses in a single year. Bringing in $331.9 million while shelling out a staggering $325 million in 2023-24. The school turned a $7 million profit, a drop in the bucket compared to the monstrous sum spent. To put this into perspective, the next closest program, Ohio State, operated at $292.3 million in expenses. These numbers reported by USA Today were from Texas’ final year in the Big 12, and now, with the move to the SEC, the figures are only expected to rise. But with a 12-2 season in 2023, a Big 12 championship, and yet another CFP semifinal loss. Now, many are questioning if the return on investment was worth it.

The Longhorns’ financial power is undeniable. The program pulled in $133.9 million in contributions, a nearly $48 million increase from the previous year, largely due to heightened fundraising efforts and on-field success. That’s the type of money only a select few programs—Alabama, Georgia, Michigan—could even dream of generating. But despite the revenue boom, the 28-14 loss in the Cotton Bowl still stings. Texas fans had hoped this was the year they’d finally return to national championship glory, and instead, they watched their team fall short on the biggest stage yet again.

Steve Sarkisian’s squad undoubtedly took a step forward, proving they could hang with college football’s elite. But as the Longhorns geared up for their first full SEC season, the stakes were even higher. The conference is a gauntlet, a week-in, week-out war where one misstep can torpedo a championship run. Texas’ biggest challenge moving forward isn’t just managing expectations—it’s delivering on them.

The program’s financial dominance isn’t a new storyline. Texas has long flexed its monetary muscle, boasting some of the best facilities, top-tier coaching salaries, and endless resources. For starters, Steve Sarkisian himself sits as one of the highest-paid coaches with a base salary of $10.3 million. The 38–17 record is the reason why.

And that brings us back to the Cotton Bowl nightmare in their own backyard. For all the dollars poured into the program, Texas still hasn’t reached the pinnacle since Vince Young’s heroics in 2006. Is Texas truly back, or is this just another expensive experiment in mediocrity?

Steve Sarkisian and Texas’ Richie Rich boast gone wrong

The financial revelations ignited a firestorm of reactions by the Texas fans under the On3 Instagram post, offering their brutally honest takes. One comment bluntly stated, “A 2% profit margin. Hardly seems worth it.” When a program is raking in over $330 million, a slim profit doesn’t scream efficiency. It raises a bigger question—how sustainable is this level of spending if Texas doesn’t start collecting trophies?

Another fan sarcastically pointed out, “All that money to lose is crazy.” And, well, they have a point. No matter how much cash flows through the program, the scoreboard remains undefeated. Texas isn’t in the business of moral victories; they’re supposed to be contending for national titles.

Perhaps the most damning critique came in the form of pure disbelief: “Surely they won a natty spending that much money, right?” That’s the elephant in the room. Schools like Georgia and Alabama have shown that financial firepower, when combined with elite coaching and recruiting, leads to championships. Even OSU. Texas is spending at an unprecedented level, but until the results match the investment.

This gives every right to people to comment about the horrible “ROI … 📉” under coach Sarks like this one did. It’s time to start winning at the highest level. No more excuses. No more “we’re almost there.” Otherwise, people will make fun like this one user did with “To win nothing embarrassing 😂😂”.