Pompous Elitist
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That’s a good question, and honestly it’s hard to tell, but
On3 reports this for the top 10.
Rank Program Football-only spend (est.) 1 Texas $38 – 40 M 2 Ohio State $35 – 37 M 3 Oregon ≈ 30 M 4 Texas A&M ≈ 30 M 5 Texas Tech ≈ 28 M 6 Miami ≈ 27 M 7 Michigan ≈ 22 M 8 USC ≈ 21 M 9 Tennessee ≈ 20 M 10 Auburn ≈ 18 M
But i couldn’t find Gophers total. The source is behind their pay wall. At some point I did come across $3-5MM, but I can’t find the source now.
What I could find is, and the source isn’t behind a pay wall, the average NIL for 2025 commits is:
Now keep in mind this was just for 2025 commits, OhSt pay to Jeremie Smith isn’t included in this list, and he and many others of their returning Nat Champ team are probably higher paid, but the same goes for many teams.
- Minnesota is listed as $23,000.
- Michigan: $245,000
- Ohio State: $165,000
- USC: $113,000
Here is the link.
On3 B1G rankings of 2025 per player average NIL
That’s another good data point.
If you go to the On3 data, it shows in 2023 and 2024 Iowa average per commit as $23 and $28k, respectively. 2025 is $46k, double 2023.
I am not sure how that ties out with what this “the swarm” data is showing showing, but it does show that they doubled the 2023 spending.
Well, even those 2023 and 2024 numbers are suspect as the Swarm distributes to 22 Iowa teams. Sure, the majority of that undoubtedly goes to football but even then these on3 numbers are educated guesses at best.
To my knowledge there are only a few collectives that claim non-profit status and file publicly available documents so the REAL numbers that are out there are extremely sparse. There is no way any numbers reported from coaches, ADs, etc are close to real. I do think the Swarm numbers are close and there are certainly other private deals with NDAs but as far as the actual number allocated to football I don’t know. Sub $2M likely?
The 2024 numbers will be out later assuming anyone bothers to file taxes anymore…j/k.
Sorta.