The landscape of college football is undergoing a significant shift as spending on Name, Image, and Likeness (NIL) deals and player compensation increases. While some programs have adapted, others are finding it difficult to keep pace with the escalating financial demands of the new era.

The Impact of NIL on College Football Rosters

The introduction of direct pay-to-play payments has dramatically altered team payrolls. Programs that were once major spenders are now facing challenges in securing the most talented rosters. Inflation within college football is exacerbating the issue, requiring even greater financial commitment to remain competitive.

Alabama Crimson Tide: A Shift in Spending

The Alabama Crimson Tide, historically a dominant force, spent approximately $15 million during the 2025 season and are projected to spend a similar amount in 2026. While this figure was competitive in 2024, it’s no longer sufficient to consistently attract top recruits. Despite landing players like 5-star running back Ezavier Crowell, head coach Kalen DeBoer isn't replicating the recruiting success of his predecessor, Nick Saban, due to a lack of a major financial benefactor.

Tennessee Volunteers: Limited Donor Support

Tennessee is also spending in the $15-$20 million range, but faces similar hurdles. The Volunteers require significantly increased support from mega-donor Jimmy Haslam, owner of the Cleveland Browns, to compete with the highest-spending programs. The team experienced a significant shift last April, with 25 players entering the transfer portal following a period of roster instability.

Colorado Buffaloes: The 'Coach Prime' Effect Fades

When Deion Sanders arrived at Colorado in 2023, the Buffaloes aggressively pursued talent through substantial NIL deals, attracting over 50 transfers. As one observer noted, “I would imagine 95% of those big-time guys who are moving in the portal are landing in places because of money ... So I don’t think he’s just getting all of them on that great smile he’s got. I think that there’s definitely got to be some pockets behind that.”

However, this spending decreased after Sanders’ sons, Shedeur Sanders and Travis Hunter, declared for the NFL draft. Colorado’s ability to remain nationally relevant has diminished, despite a promising 9-4 season that briefly placed them in College Football Playoff contention.