The landscape of college football has shifted in big ways with the rise of the Name, Image, and Likeness (NIL) era. The 2025 College Football Playoff (CFP) really shows how financial investment in star players is now at the center of building championship teams.
Some programs are thriving on modest budgets, relying on sharp coaching and talent scouting. Others, though, are flexing serious financial muscle, widening the gap between the haves and the have-nots.
Let’s take a closer look at the NIL spending power of the 2025 CFP participants—and how it’s changing college football’s competitive landscape.
The Financial Titans of College Football
In the 2025 College Football Playoff, a few programs have clearly pulled ahead, thanks to massive NIL investments. The Ohio State Buckeyes, for example, didn’t blink at a $20 million roster price tag.
This level of spending let them land and keep stars like Julian Sayin, Jeremiah Smith, and Caleb Downs. It’s put them in a class all their own, honestly.
Ohio State: A Universe of Its Own
Ohio State’s aggressive NIL approach has made them a true powerhouse. They’re not shy about investing heavily, using their brand’s clout to attract and hold onto elite players.
It seems to be working—just look at their regular spot near the top of the CFP rankings. That kind of consistency doesn’t happen by accident.
Oregon’s Lucrative Partnership with Phil Knight
The Oregon Ducks have cashed in on a strong NIL operation, largely thanks to Nike co-founder Phil Knight. Knight’s deep support has helped Oregon put together some of the best recruiting classes they’ve ever had.
With the No. 3-ranked class in the 2026 cycle, the Ducks are right on the edge of a breakthrough. It feels like national championships might be within reach soon.
Texas Tech’s Billionaire Backing
Texas Tech is another name that’s surged in the NIL landscape, mostly because of billionaire booster Cody Campbell. His backing paved the way for game-changing newcomers like David Bailey and Lee Hunter.
This support helped the Red Raiders to their best season ever. Texas Tech suddenly looks like a contender in the Big 12 and maybe even beyond.
Programs on the Rise
Some programs are just now climbing the NIL ladder. Miami, under head coach Mario Cristobal, has been out front in the NIL movement since 2022.
The Hurricanes’ bold spending on transfers and recruits has definitely raised their profile. They’re not an easy out anymore.
Miami’s All-In Approach
Cristobal’s leadership has pushed Miami forward in the NIL game. Picking up top transfer Carson Beck for $4 million—and shelling out $2 million a year for five-star lineman Jackson Cantwell—shows just how serious they are.
When you combine that level of investment with Cristobal’s recruiting skills, it’s hard not to expect Miami to stay in the mix for a while.
Texas A&M’s Record-Breaking Revenue
Texas A&M’s NIL revenue numbers are eye-popping. From July 2024 to June 2025, Aggie athletes took in $51.4 million, most of it going to men’s sports.
This surge in spending happened alongside their best football season since 2012. Coincidence? Probably not.
Ole Miss: A First-Mover Advantage
Ole Miss, led by Lane Kiffin, jumped on NIL early and grabbed an edge. Kiffin’s aggressive use of NIL and the transfer portal helped the Rebels hit new heights.
They’re still competing at a high level, but it’s fair to wonder if they can keep up this pace—spending like this is tough to sustain for anyone.
Balancing Tradition and Investment
Not every program leans only on money to win. Traditional giants like Alabama and Georgia have found their own balance between NIL spending and their recruiting traditions.
Alabama’s Strategic Discounts
Back when Nick Saban was coaching, Alabama players sometimes took less money just to play for him. That let the Tide spread their NIL dollars and build deep, talented rosters.
With Saban gone, things have changed a bit, but Alabama’s still pulling in top recruits and keeping their payroll competitive.
Georgia’s Selective Spending
Georgia, fresh off two national titles, uses its success and Kirby Smart’s reputation to draw in talent. The Bulldogs can be picky with their NIL offers, targeting key additions like SEC receiving leader Zachariah Branch.
This way, Georgia stays near the top without having to outspend everyone else. Smart, right?
Innovative Approaches to NIL
Some programs are getting creative to boost their NIL efforts. Oklahoma’s head coach Brent Venables even took a $1 million pay cut to support NIL and revenue-sharing projects.
That’s not something you see every day in college football.
Oklahoma’s Creative Funding
Venables’ pay cut, while only a piece of the puzzle, shows Oklahoma’s commitment to competing in the NIL world. The Sooners made serious moves in the transfer portal, landing talents like John Mateer and Jaydn Ott.
It’s a bold way to stay relevant, and honestly, it seems to be working for now.
Indiana’s Surge Under Curt Cignetti
The arrival of Curt Cignetti brought a jolt of energy—and investment—to Indiana football. The Hoosiers signed Cignetti to a long-term deal and poured resources into the transfer portal.
Landing Heisman finalist Fernando Mendoza didn’t hurt either. Alumni like Mark Cuban are pitching in, too, giving Indiana a real shot at shaking things up.
The Group of Five Challenge
Power Four programs may dominate the NIL headlines, but Group of Five schools face their own battles. Tulane and James Madison, for example, work with much smaller NIL budgets but still manage to stay competitive in their leagues.
Tulane’s Resilience
Tulane got a taste of the NIL era’s tough side when standout quarterback Darian Mensah left for a big deal at Duke. Even so, Tulane stays strong by Group of Five standards, thanks mostly to sharp coaching.
James Madison’s High Floor
James Madison’s move up to the FBS has gone surprisingly well. A big part of that is their knack for hiring the right coaches.
Sure, the Dukes still have some work to do when it comes to NIL deals. Still, their quick success gives them a solid foundation and some real momentum.
The 2025 College Football Playoff lineup shows just how differently schools approach NIL spending. You’ve got big spenders like Ohio State and Oregon, but also programs like Oklahoma and Indiana trying new things.
This whole NIL era is changing the game, honestly. Who knows where it’s headed? The mix of old-school tradition and new money is going to shape what college football looks like next.
For more details, check out CBS Sports.
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