Crop water productivity and profitability were evaluated for three major crops (winter wheat, grain sorghum and corn) in southwest Kansas. Profitability did not rise for wheat and sorghum with increased irrigation. Corn was found to be profitable when grown under both deficit and full irrigation conditions, although optimal irrigation application for corn substantially increased profitability. However, this income from growing corn under higher irrigation may not last long due to rapidly depleting groundwater levels in the underlying Ogallala aquifer.