The 10 U.S. Universities Making the Most from Merch—And it’s Not What You Think
When Steve Kerr showed up to a press conference wearing a Harvard basketball shirt, it wasn’t just for style — it sent a message. Just a day earlier, the Trump administration had cut off $2.2 billion in federal grants to Harvard over claims it hadn’t done enough to fight antisemitism, putting the university at the center of a major political controversy. As university merch increasingly becomes a tool for expression, ooShirts set out to identify which universities in the US that are generating the most attention. The study analyzed search activity and pricing data for major U.S. universities, focusing on core merchandise like t-shirts, sweatshirts, and hats. Estimated sales revenue was calculated by combining average item prices with search volume across retail platforms and search engines.
| University Name | Search Count | Average Merch Price | Estimated Sales Revenue |
| Columbia University | 1.03M | $34 | $35.3M |
| Michigan State University | 61.9K | $53 | $3.2M |
| Duke University | 26.7K | $72 | $1.9M |
| University of Florida | 36.2K | $50 | $1.7M |
| Ohio State University | 25.9K | $63 | $1.6M |
| University of Southern California (USC) | 19.9K | $50 | $999.5K |
| University of Washington | 19.5K | $51 | $988.2K |
| UCLA | 22K | $41 | $894.6K |
| University of Illinois Urbana–Champaign | 19.4K | $45 | $873.9K |
| University of Wisconsin–Madison | 13.9K | $56 | $773.6K |
Columbia University tops the ranking with $35.3 million in merchandise revenue. This Ivy League institution achieves market dominance through great search numbers, reaching 1.03 million. Columbia keeps prices relatively low at $34, the second cheapest in the top 10, making its brand widely accessible at a moment when it’s also at the center of national debate.
Michigan State University comes in 2nd with $3.2 million in merchandise sales. The Spartans generate 61,900 searches, much less than Columbia but still strong. Michigan State’s $53 price is 56% higher than Columbia’s, showing a more premium positioning while still generating substantial revenue through strong brand recognition.
Duke University ranks 3rd with $1.9 million in merchandise revenue. The Blue Devils top the list for pricing, charging $72 per item, more than double Columbia’s rate. While having only 26,700 searches (less than half of Michigan State’s searches), Duke is leaning on its elite image.
University of Florida ranks 4th with $1.7 million in merchandise revenue. The Gators benefit from 36,200 searches—third highest on the list—and charge an average of $50 per item. Florida’s strong performance reflects its massive alumni network and consistent athletic success, particularly in football and basketball, driving substantial merchandise demand.
Ohio State University follows in 5th with $1.6 million in revenue. Its gear averages $63, one of the highest in the group, which helps offset its 25,900 searches—lower than Florida’s but not by much. Ohio State is one of several public universities showing that demand doesn’t just come from controversy or Ivy prestige—it comes from consistent, cross-generational support.
University of Southern California is 6th with $999,500 in merch revenue. USC matches Florida in pricing at $50 but attracts just 19,900 searches, a 45% drop in visibility. While USC remains a strong brand, its merch revenue suggests that prestige alone isn’t enough to keep pace with bigger public institutions in today’s climate.
University of Washington ranks 7th with $988,200 in estimated revenue. Its 19,500 searches and $51 average pricing closely mirror USC’s numbers, but even a small difference in engagement shows up in the final revenue totals—Washington trails USC by just over $11,000.
UCLA ranks 8th with $894,600 in merch revenue. Despite generating the 4th highest search number at 22,000, UCLA’s low $41 pricing strategy limits revenue potential. UCLA outperforms Washington in searches but generates less revenue.
University of Illinois Urbana–Champaign ranks 9th with $873,900 in revenue. Illinois logs 19,400 searches and sets prices at $45, slightly below the middle of the pack. Even with lower search interest than UCLA, Illinois narrows the gap thanks to slightly higher pricing—a reminder that small adjustments in price strategy can make a noticeable impact.
University of Wisconsin–Madison rounds out the top ten with $773,600 in merch revenue. The Badgers implement the second highest merch pricing among the top 10 at $56 per item despite having the lowest search volume (13,900).
A spokesperson from ooShirts commented on the study: “The collegiate merchandise market demonstrates the classic interplay between volume and premium positioning strategies. High-visibility institutions succeed through opposing approaches – either maximizing accessibility with moderate pricing and exceptional reach, or leveraging brand prestige to command premium prices from a smaller but dedicated consumer base. The substantial revenue gap between the market leader and competitors highlights how extraordinary visibility creates disproportionate market advantages that pricing strategies alone cannot overcome.”