Soaring to Glory
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The pay-to-play powerhouses dominating NIL in college football

These powerhouse programs have only gained more of an advantage as the world of NIL-fueled college football unfolds.

By Sam Fariss

Jan 20, 2025; Atlanta, GA, USA; Ohio State Buckeyes hoist the CFP National Championship trophy after defeating the Notre Dame Fighting Irish in the CFP National Championship.
Jan 20, 2025; Atlanta, GA, USA; Ohio State Buckeyes hoist the CFP National Championship trophy after defeating the Notre Dame Fighting Irish in the CFP National Championship. / Kirby Lee-Imagn Images
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As college sports continue to change on a seemingly daily basis, a few football programs have learned how to stand out among the rest, dominating the world of NIL funds and pay-to-play.

From NIL funds worth more money than most people will ever lay eyes on to recruiting budgets that could make a lot of people's minds explode, college football teams are spending like there is no tomorrow.

There are a few programs that spend more and have raised more than other schools across the country. Most wouldn't surprise even an amateur CFB fan.

Mainstays of the NIL world

  • Texas Longhorns: Led the nation in total NIL funding with $22.2M raised by its collective (the Texas One Fund) in 2024. With the financial dominance, the Horns have appeared in back-to-back College Football Playoffs.
  • Ohio State Buckeyes: Rumors had the Buckeyes spending the highest amount of NIL earnings to their players in 2024 (around $20.2 million from NIL collectives). It clearly paid off as Ohio State secured the National Championship last season.
  • LSU Tigers: Holding an estimated $20.1M in NIL funds, including a $1 million pledge from head coach Brian Kelly. While the Tigers have yet to find their footing in the SEC, LSU players are doing just fine financially.
  • Georgia Bulldogs: Reportedly spends the most on recruiting on an annual basis, currently holds an estimated $18.3 million. Obviously, winning two National Championships over the last five years hasn't hurt.

NIL funds finding their footing

  • Alabama Crimson Tide: Despite being the winningest program since the turn of the century, the loss of GOAT Nick Saban at the reins set the Crimson Tide back a year or two. Now, Alabama holds an estimated $15.9-million NIL fund.
  • Florida Gators: The Gators have stormed back to a place of importance in college football as head coach Billy Napier clings to his job and the Florida NIL fund, which is worth about $15.8 million.
  • Texas A&M Aggies: Unsurprisingly, the Aggies named their NIL fund after its 12th Man Foundation, raising a reported $17.2M in 2024 by its NIL collective.
  • Michigan Wolverines: Somewhat similarly to the Crimson Tide, it's surprising that the Wolverines didn't surge to the front of the pack once NIL funds became normalized (and allowed). However, losing legendary coach Jim Harbaugh didn't help. However, Michigan now holds an estimated $16.3 million in NIL funds.

Up-and-comers in NIL

  • Texas Tech Red Raiders: With a tsunami of high-paying donors over the last few months, the Red Raiders have finally started to make a name for themselves in the world of NIL-funded football. Now, it's time to see if that will pay off in 2025 and the years to come.
  • USC Trojans: For a school with so many wealthy alumni, the Trojans have been a little slow on the uptake of NIL funds and paying their athletes. However, with the No. 1 overall recruiting class in 2026, USC is starting to get the NIL ball rolling.
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