The UNC basketball program is estimated to be worth significantly more than Duke’s

There’s always a rivalry between UNC and Duke basketball, but this offseason, the Tar Heels have some extra bragging rights, according to the Wall Street Journal.

In a recent report published after the National Championship—where Florida pulled off a comeback win over Houston to secure its third title since 2006—the value of top college basketball programs was estimated in the hundreds of millions.

North Carolina topped the list as the most valuable program in the country, edging out rival Duke. The Tar Heels were valued at $378 million, while the Blue Devils came in just behind at $370 million.

These figures are projections and not an actual market value, especially since college basketball programs aren’t for sale—but they do offer an interesting snapshot of each program’s financial strength.

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Even though Duke won all three matchups against UNC this past season and made a Final Four appearance, the Tar Heels still hold the edge in national titles—six to the Blue Devils’ five.

That said, both Tobacco Road powerhouses stood far above the rest in terms of program value, with Indiana trailing behind at nearly $100 million less than UNC.

Indiana came in at $279 million, followed by Ohio State ($262M), Louisville ($260M), Arizona ($257M), Syracuse ($256M), Illinois ($232M), Kentucky ($223M), and Arkansas ($217M) to round out the top ten. Kansas ranked 11th at $191 million, Michigan State was 13th at $189 million, and UConn placed 14th with $165 million.

One of Duke’s biggest advantages in today’s college basketball landscape is its clarity and consistency when it comes to NIL (Name, Image, and Likeness) funding. There’s rarely any doubt about whether the Blue Devils can financially compete for elite prospects, whether from high school or the transfer portal.

If Jon Scheyer and his staff set their sights on a player, they have the backing to be just as competitive—if not more so—than any other program in the country.

While this projection offers a snapshot of financial value, Duke remains a defining force in college basketball, and that status doesn’t appear to be fading anytime soon.