People talk a lot about the high revenue schools during expansion, so I had a little fun pulling revenue for each Big Ten school from
this database. Some interesting stuff. I assume "2020" refers to each school's fiscal year, which (in absent of other information) I assume covers the 2019-2020 academic year in whole:
Total Operating Revenue (2020)
Ohio State: 233.9M
Michigan: 192.4M
Penn State: 165.1M
Wisconsin: 148.2M
Iowa: 145.6M
Nebraska: 133.6M
Michigan State: 130.6M
Illinois: 122.6M
Indiana: 121.2M
Minnesota: 119.3M
Rutgers: 103.6M
Purdue: 102.2M
Maryland: 92.3M
For context, this is during a year where Illinois sold an abysmal number of football tickets compared to our peers ... while we are a nice middle of the pack program in terms of overall revenue, we were 12th out of 13th (Northwestern doesn't report) in ticket sales revenue, with just 14.2M - barely ahead of Rutgers' 13.8M. By comparison, OSU brought in almost 66M, and programs like Iowa, Michigan State and Minnesota brought in between 22M and 25M. Those three are programs we should be in the neighborhood of in this regard, and if we had another 7M in ticket revenues due to selling out our stadium, we would have overall revenues comparable to Michigan State - a program that absolutely nobody would doubt brings immense value to the Big Ten.
Another point in our favor is that we are fifth in the Big Ten in "Contributions" (which I assume includes money from donors). The potential is certainly there, and it's encouraging that even when our football program was at the absolute worst it's been (from a revenue standpoint) in DECADES, we are still near the middle of the conference in revenue. This would be an E-X-C-E-L-L-E-N-T (and pivotal) time for Bret and Co. to turn us into a respectable football program. No reason Illinois shouldn't be as valuable - check that, MORE valuable - to the Big Ten than a Wisconsin or Michigan State.