They havent. They only recently caught up to Texas due to a) the move to the SEC b) an energized fan base c) recent 'success'??
We have all three of those boxes checked but havent capitalized on it in the way that A&M has.
A&M made $93M in 2014.
MU made $97M in 2015.
A&M
https://www.forbes.com/sites/kristidosh/2018/06/30/texas-am-has-nearly-caught-up-to-texas-financially-since-its-move-to-the-sec/#579c33bb312f
MU
https://www.kansascity.com/sports/college/sec/university-of-missouri/article128295639.html