By Brandon Chatmon, Staff Writer, bchatmon@opubco.com Published: June 13, 2010
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In the past week, everyone has been looking for someone to blame as the cause of the massive change in the college football landscape. The answer to that question remains ambiguous.

The driving force behind it couldn't be clearer. Football, college sports' top money maker and television draw, is the sport which ultimately has been the measure of a college athletic program's attractiveness around the country.

With Texas, Oklahoma, Oklahoma State and Texas Tech appearing poised to join the Pac-10 (along with Colorado) to form a superconference, a quick look at the expenses and revenue shows why Texas was considered the precious gem of most conferences' realignment dreams. The Longhorns rank first or second in revenues in football, men's and women's basketball and other sports combined.

OU and USC, traditional football powers, join Texas as top total revenue earners. California and Stanford, thanks in large part to their excellence in other sports, are right behind the top three.

Oklahoma State is right behind the top five, ranking six in the proposed conference just ahead of UCLA, in total revenue.



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