Increase in Finances Boosts All-Texas Women's College World Series Competition
The Lone Star State hasSoftball world on fire as Texas and Texas Tech battle it out in the Women's College World Series. The stakes couldn't be higher, and it's all thanks to the increasing investments these teams have made in their programs.
Neither team has ever won an NCAA title, but they've shown a willingness to spend big on girls' softball. With the recent defeat of four-time defending champion Oklahoma, there's a fresh face ready to take over the sport, and the fans couldn't be more hyped.
Following Wednesday night's victory, Texas is just one game away from taking home the national title. Texas Tech, however, has other plans and is looking to force a decisive game 3 on Thursday.
According to financial data from Sportico's College Finances database, Texas Tech invested a hefty $3,621,441 in its softball program for the 2023-24 academic year. This places them 12th among FBS public schools in the nation, a significant increase from the $1,731,698 they spent just five years ago. This substantial investment has contributed to the Red Raiders' meteoric rise through the ranks of college softball.
But Texas Tech isn't messing around. When USA Softball Collegiate Player of the Year NiJaree Canady transferred from Stanford to the school last July, heads Turned. The Red Raiders made Canady college softball's first million-dollar athlete thanks to The Matador Club, Texas Tech's NIL collective. The Club footed the bill for Canady, who has thrown every pitch for Texas Tech in the Women's College World Series and boasts an astounding 33-5 record with a 0.90 ERA, despite dealing with a hamstring tear for much of the season.
Texas Tech also became the first team in college softball history to profit from ticket revenue, generating $104,540 in 2023-24. While this might be considered modest, it's almost four times more than what the program earned in 2018-19, the last time Texas Tech made the NCAA Tournament.
The other side of the field is no less formidable. Texas has yet to reach the pinnacle of women's college softball success, but they've made it to the WCWS finals three out of the last four years. Each time, they've fallen just short, losing to Oklahoma in 2022 and 2024.
The Longhorns spent $3,838,958 on softball in 2023-24, ranking them 10th in the nation. Their ticketing revenue of $269,435 almost tripled that of their finals opponent, and they drew 30% more ticket sales compared to 2022-23 alone.
Both Texas and Texas Tech's investments pale in comparison to the dynastic Sooners, who doled out nearly $6,969,974 in 2023-24 to lead the nation. But Oklahoma's reign over the sport has finally come to an end, thanks to a walk-off sacrifice fly by Lauren Allred on Monday night.
With the departure of Oklahoma and Texas to the SEC, the door has been left open for Texas Tech to rule the Big 12 for the first time. The Big 12 has seen its fair share of defections, with Missouri and Texas A&M leaving for the SEC in 2013, and Nebraska joining the Big Ten in 2012. But Texas Tech appears ready to pick up the mantle and make college softball history.
A financial analysis reveals that Texas Tech significantly increased its investment in softball from $1,731,698 in 2017-18 to $3,621,441 in 2023-24, contributing to their rise in college softball.
The financial data also shows that Texas Tech generated $104,540 from ticket sales in 2023-24, almost four times more than what they earned in 2018-19, indicating a growing interest in college softball among fans.
