The original 12 rosters of college football playoff teams were worth more than most other teams in the country. Media and technology company On3 estimates that the 12 listings combined generated around $150 million.
“What’s happened over the years is that more and more money has come to these universities,” said Sen. Tommy Tuberville, R-Alabama.
Tuberville, who is also a former college football coach, has legislation that aims to address what some consider a uneven playing field.
“The problem was that in 2021 the Supreme Court said, ‘Okay, we see this lawsuit and we agree with the athletes. They need to be able to make money off the name, image and likeness,'” Tuberville said. “It’s been downhill from there. And there were no rules. It was just a wild, wild West.”
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Sen. Tommy Tuberville, R-Alabama, is a former college football coach. (Anna Moneymaker/Archive)
Schools where football players earn large amounts of NIL money seem to be successful on the field. Most of the teams that qualified for the College Football Playoffs also had some of the highest-rated rosters.
“There’s a class within a class of schools across the country that have the best infrastructure, the best systems, the best fundraising, the best corporate deals involved,” said Rob Sine, chief executive of Blueprint Sports, an agency that oversees various collectives or groups of donors throughout the country. “They would build a collective and get a group of really rich people together, create a budget and help support their coach in the sport they love most.”
The schools that took advantage of the formation of groups early and those that already had a great reinforcement system were able to move forward.
“Football is really the only sport that makes a lot of money in intercollegiate athletics. Next up is basketball, maybe a little bit of baseball,” Auburn men’s basketball coach Bruce Pearl said. “The vast majority of NIL money will and will go to money-making sports. And as a result, our Olympic sports are absolutely in jeopardy.”
bruce pearl (Andy Lyons/Getty Images/File)
The 2024 season presented even higher stakes with the first extended playoff season. A 13-member College Football Playoff selection committee ranks the top 25 teams. Twelve schools received playoff berths, but not all were among the 12 highest-ranked teams. The group awarded automatic berths to the five conference championship winners, who were ranked highest among the nine major conferences. These included the Atlantic Coast Conference, the Big 10, the Big 12 and the Power Four Southeastern Conference. Group of Five conferences were also eligible. These include the American Athletic Conference, Conference USA, Mid-American Conference, Mountain West Conference and Sun Belt Conference.
Power Four conference schools traditionally have larger revenue budgets and television ratings than other college sports programs. One team from each of the Power Four conferences earned a playoff berth. Boise State of the Mountain West was the only team to qualify among the 62 schools in the Group of Five conferences. The team also has the most valued roster in NIL money of any of the other 62 schools.
“Different programs that have come up and had a big impact,” Sine said. “Right now, money is driving college athletics and schools are looking at, ‘Where can I have the best opportunity to grow?'”
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In the 2024 season, several teams changed conferences to access more money and stronger competition. Southern Methodist University moved from the American to the ACC and ended up losing to Clemson in the conference championship game. Clemson has the most NIL money among ACC teams. Despite being ranked 16th, the team earned a playoff bid by winning the ACC championship game. The Tigers ultimately lost in the first round of the playoffs to Texas. SMU also made the playoff bracket, but lost in the first round to Penn State.
“It’s about opportunities. And you are also starting to see that there is a lot of talk about what could be one or two Super Leagues. And you’re starting to see a lot of maneuvering to say, ‘Hey, I want to be there,'” Sine said.
Oklahoma and Texas moved to the SEC. Texas lost the championship game to Georgia, but will play Big 12 champion Arizona State in the second round of the playoffs. SEC teams had some of the highest-rated rosters. Georgia was among the teams with the most NIL money overall. Texas has the most expensive roster and is also estimated to have one of the best recruiting classes for the 2025-2026 season.
Arizona State celebrates after defeating Iowa State (Jerome Miron-Imagn Images/Archive)
“We’re late to the party and properly compensating our student-athletes. We’re already there. We just have to find a way to make it work for everyone,” Pearl said. “I think we need some federal assistance so that each state doesn’t do their own thing and we don’t have a true NCAA champion.”
Oregon won the Big Ten Championship game and went undefeated for the season. The Ducks were originally part of the Pac-12, which broke away and the teams joined the ACC, the Big 10 and the Big 12. Oregon will face another member of the Big Ten in the second round of the playoffs, the Ohio State Buckeyes . While Oregon has a better record, Ohio State led the Big Ten in NIL money.
Arizona State is another former member of the Pac-12. Switched to the Big 12 for the 2024-2025 season. The Sun Devils won the Big 12 Championship game and received an automatic playoff bid. However, their roster was not the most expensive in the conference. Colorado players received the most money. Quarterback Shedeur Sanders is also estimated to be the highest-paid NIL athlete in the country. He is the son of Colorado head coach and former NFL and MLB athlete, Deion Sanders.
“There’s been a group of elite athletes from day one. They’ve always risen to the top and they’ve always made the most money because they bring a lot more star power than necessarily the rest of the team, or they spent a lot of time building their brand. “said Sine.
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Blueprint Sports oversees the 5430 Alliance collective in Colorado. While the team did not earn a playoff berth, there are high-caliber players on the roster, including Sanders, who projects as a first-round pick. Heisman Trophy winner Travis Hunter also earned recognition and millions in NIL for playing nearly every team snap as a wide receiver on offense and cornerback on defense.
“There are the star-studded athletes who have agencies working behind them to do big business with them. There are the up-and-coming athletes, and then there are the athletes who, you know, are happy to do anything.” from a NIL point of view,” Sine said.
Colorado wide receiver Travis Hunter scores a touchdown during the first half against Central Florida on September 28, 2024 in Orlando, Florida. (AP Photo/Phelan M. Ebenhack)
Collectives have helped some playoff schools sign big deals. The Ohio State 1870 Society has a partnership with the Giant Eagle supermarket chain. Nike co-founder Phil Knight launched Oregon’s Division Street Collective. Tennessee quarterback Nico Lamaleava landed an $8 million contract with Spyre Sports before signing with the Volunteers.
“I think the red flag is that a lot of money is being paid to high school seniors coming into college athletics who have never taken a minute of college sports before, and you have no idea what you’re doing. we’re going to get it,” Sine said.
The Texas One Fund combined five separate NIL entities and is believed to be the richest in the country. He has given quarterback Quinn Ewers a private jet and each scholarship offensive lineman $50,000 a year.
“What we want to do is try to make sure everyone has the opportunity to get what they can. But when you get money, you have to sign a contract and then you have to commit to that.” contract,” Tuberville said. “I know for a fact that some universities bring in Lamborghinis and Corvettes and put [them] in front of their office building when these recruits are brought in. It has totally changed. It’s a lot of money. “It’s minor league sports, what it is now.”
