Nebraska Fans Buy 2.4 Million Licensed Items, Securing 14th National Rank
August 27, 2026
Nebraska Athletics posted all-time department records in cash fundraising and licensing royalties during the 2025-26 academic year, according to the university athletic department. The financial highs came alongside strong national fan attendance and a 17th-place finish in the Learfield Directors’ Cup standings.
Licensing Boom
Trademark licensing royalties rose 27 percent to a record $6.56 million, driven by more than $35.6 million in total retail sales of official merchandise. Fans purchased 2.4 million licensed Nebraska items during the fiscal year, averaging over 6,500 sales per day. Those figures ranked the university 14th nationally and fourth in the Big Ten for licensing royalties through the Collegiate Licensing Company, and sixth nationally in Name, Image, and Likeness (NIL) licensing sales among peer schools.
Record Fundraising
The Huskers Athletic Fund received a record $71,658,087 in cash donations from 16,815 supporters in fiscal year 2026—the program’s second straight year topping $70 million. Donor reach expanded across 47 states with more than 1,200 new members, while the Nebraska Leadership Society grew to 635 members in its 10th anniversary year.
Gifts earmarked for sport-specific excellence funds and the student-athlete experience fund climbed to $20.3 million, up from $3.9 million the prior year—a 411 percent increase.
“Our supporters continue to set the standard for what makes Nebraska special. From record-setting giving levels from our Huskers Athletic Fund members, to purchases by our fans in the retail space, and ranking among the nation’s leaders in attendance, there is not a more passionate fan base in the country. The generosity and support of our fans directly impacts the experience of every student-athlete and creates opportunities for young people to succeed in competition, in the classroom and in life.” — Troy Dannen, Director of Athletics
Fan Attendance
Across seven core sports, Nebraska drew 1,344,465 spectators—an increase of roughly 40,000 from the previous year. The total ranked sixth nationally and first in the Big Ten. Four women’s programs (volleyball, basketball, softball, and soccer) combined for 328,169 fans, placing second nationally in attendance for those sports.
Academic Excellence
The department recorded a spring student-athlete GPA of 3.47, with 82 percent of student-athletes earning a 3.0 or higher. The Graduation Success Rate stood at 92 percent, and athletes completed more than 2,500 community service hours.
Looking Ahead
Nebraska is implementing the second-year provisions of the House settlement. The department added 108 new scholarships this year and plans to reach 190 within two years; by 2028, full scholarships are expected to cover 90 percent of Husker student-athletes. The incoming class includes 512 student-athletes from 39 states and 35 nations, with first-generation college students comprising 25 percent of the group.
Facility work continues under the $72 million Big Red Rebuild, with demolition of the south and west seating bowls scheduled after the upcoming football season. Additional projects include renovations at the Devaney Center and the launch of a women’s flag football team.