Uga the Dog Net Worth 2026: Georgia Bulldogs Live Mascot

Uga, the University of Georgia's live bulldog mascot, does not have a net worth in any meaningful sense, and no reputable outlet has published one. The $1 million figure on earlier versions of this page, and a $31 million figure it also mentioned, had no source. The dogs are owned and raised by the Seiler family of Savannah, not by the university, and the current mascot, Uga XI, is an English bulldog named Boom who took over in April 2023.

What is Uga the Dog's net worth?

A dog cannot own property, and no outlet has reported sponsorship income paid to Uga or to the Seiler family. The mascot's value is to the University of Georgia's brand: in 2019 Sports Illustrated named Uga the greatest mascot in college football history, according to Georgia Athletics. Any dollar figure attached to the dog is invented, so this page does not give one.

Who owns Uga?

The line of pure white English bulldogs has been owned by the family of Frank W. "Sonny" Seiler since Uga I first appeared on campus in 1956 (Georgia Athletics). Seiler, a Savannah attorney, and his wife, Cecelia, brought their bulldog to the season-opening game that year at the request of coach Wally Butts, the Associated Press reported in his obituary (Fortune/AP). The name, short for the university, came from William Young of Columbus, a law school classmate of Seiler.

Sonny Seiler died in Savannah on August 28, 2023, at age 90. Outside football, he was known as lead defense lawyer in the Jim Williams murder trials at the center of the book Midnight in the Garden of Good and Evil. His son Charles Seiler now looks after the mascot. In October 2024 Charles told DawgNation that Boom, then 2 years and 2 months old and 70 pounds, would skip the long trip to Texas, and that the dog typically misses two or three away games a year.

Charles Seiler, then 64, described the travel as a real undertaking: a five-hour drive from Savannah to Athens for each home game and the same back. He joked with DawgNation about the famous moment before the January 2019 Sugar Bowl when Texas's longhorn mascot, Bevo, charged at Boom's father, Que, on the sideline, and denied that any feud explained Boom skipping the Texas trip. The dogs have also been widely covered in national media, including an appearance on the cover of Sports Illustrated, the AP noted in Sonny Seiler's obituary. Seiler himself was portrayed in the Clint Eastwood film of Midnight in the Garden of Good and Evil.

How Uga lives

Each Uga gets a custom jersey made from the same material as the players' jerseys, and a varsity letter in the form of a plaque. On game days he sits in an air-conditioned doghouse next to the cheerleaders' platform. When a dog dies, he is buried in a marble vault in the embankment near the main gate of Sanford Stadium, where fans leave flowers before home games (Georgia Athletics).

Recent mascots

Records from Georgia Athletics. Uga I served from 1956; the full line runs to eleven dogs.

Uga X, Que

Que was collared in November 2015 at two and a half years old and retired as the winningest mascot in school history with a 91-18 record, including back-to-back national championships in the 2021 and 2022 seasons, two SEC titles and wins in the Rose, Sugar, Orange and Peach bowls (AP via GPB). He joined Uga III as the only mascots to see Georgia win a national title.

Uga XI, Boom

Boom, Que's son, was introduced in a collaring ceremony before the G-Day spring game on April 15, 2023, when he was 10 months old. Earlier versions of this page said he rode to games in an air-conditioned SUV and entered on a golf cart; those details were unsourced and have been removed.

Substitutes and interim dogs

When Uga VII died unexpectedly in November 2009, his half-brother Russ served as interim mascot, then again after Uga VIII died in February 2011, before being promoted to Uga IX in September 2012. Georgia Athletics said he was the first substitute mascot since "Otto" in 1986.

How it compares

For other sports figures on this site, see Greg Williams and Disco Dean.

Why there is no figure

Net worth measures what a person owns minus what they owe. A mascot owns nothing, and the Seiler family's costs and any income from appearances have never been reported. The value Uga creates flows to the University of Georgia's brand and merchandise, which is not his. The honest answer to "how much is Uga worth" is that no reliable number exists.