The aim of this study is to assess, from the perspective of institutional development planning (IDP), the level of maturity of the Sustainable Development Goals (SDGs) at the best-ranked Brazilian public universities in the Times Higher Education (THE) ranking. To this end, a content analysis based was carried out, considering the IDPs in force at 10 universities and assessing the level of maturity of the 17 SDGs. The results indicate that SDGs 4, 7 and 15 have the highest levels of maturity, while SDGs 5 and 6 are at an intermediate level, and the others at a low level. The study also highlights good practices adopted by universities, such as the explicit inclusion of the SDGs in their IDPs, research and extension initiatives aimed at sustainability, and actions to integrate the SDGs into academic curricula. In addition, the research reveals challenges faced by institutions, such as the scarcity of resources and the lack of clarity on how to operationalize sustainability in the university context, resulting in a partial implementation of the SDGs. By highlighting the role of universities as agents of change, the study demonstrates how these institutions contribute to sustainable development and prepare their students to face global and local challenges related to the SDGs. In addition to fostering discussions and innovative solutions for the implementation of the SDGs, universities stand out for their ability to generate knowledge, invest in research and education, and contribute to meeting the targets set. The results can guide the implementation of more effective policies at other universities and reinforce the importance of sustainability in international rankings and the global impact of higher education.