The New Age of College Football
College football has entered a new phase, one shaped significantly by name, image, and likeness (NIL) payments. This shift is redefining how rosters are put together and which teams can vie for top positions.
For instance, the Indiana Hoosiers made a surprising leap in 2024, securing a place in the College Football Playoff during Curt Cignetti’s inaugural year as head coach. With some backing in the NIL arena, they also landed Fernando Mendoza via the transfer portal. Mendoza ended up winning the Heisman Trophy, leading the Hoosiers to an impressive 16-0 record and a national championship. Just a few months ago, Texas head coach Steve Sarkisian suggested that undefeated teams were becoming a relic of the past.
There are numerous other instances, like Texas Tech, which, thanks to billionaire Cody Campbell’s support, developed one of the nation’s top defenses and reached the playoffs. It’s clear that NIL deals can transform a program’s fortunes in a hurry.
Now, spending big on players doesn’t guarantee success, but generally speaking, pricier rosters can lead to stronger teams. As the 2026 college football season looms, taking stock of team NIL spending is crucial. Which teams are poised to win their conferences and make it to the playoffs? And which ones are hoping their financial decisions pay off, even if their overall spending isn’t monumental?
Behind the Scenes: The Drive for an Expanded Playoff
A group called “University Front Office” has been gathering estimated NIL ratings for 68 teams within the Power 4 conferences. Their goal? To identify which squads boast the most valuable rosters. Not surprisingly, many playoff teams and those from the SEC rank high on this list. Here’s a brief rundown of the top 15:
- Texas – $47.9 million
- Miami – $44 million
- Ohio State – $43.5 million
- LSU – $42.8 million
- Oregon – $42.8 million
- Notre Dame – $40.4 million
- Texas A&M – $38.9 million
- Alabama – $37.2 million
- Texas Tech University – $36.3 million
- Tennessee – $35.7 million
- Ole Miss – $35.2 million
- Georgia – $34.2 million
- USC – $34.2 million
- Oklahoma State – $33 million
- Michigan – $32.4 million
It’s worth mentioning that these numbers reflect roster player ratings rather than the actual amounts spent on NIL deals. However, there’s a good chance the valuations correlate well with real spending trends.
Heading into the New Season
The trends here aren’t surprising. Texas, Miami, and Ohio State’s prominence is to be expected. The Longhorns feature Arch Manning, one of the sport’s premier NIL players, and they were considered the priciest team in 2025. Meanwhile, Miami has rapidly restructured its program by committing to increased spending, even coming tantalizingly close to winning the national championship by defeating teams like Texas A&M and Ohio State in the playoffs.
Another noticeable pattern? The SEC and Big Ten dominate the rankings with 12 out of the top 15 teams. Miami is the sole representative from the ACC, while Texas Tech is the only Big 12 team to make the list. Given the talent levels and schedules, Notre Dame seems likely to vault into the 12-team playoff bracket.
Interestingly, despite their national championship win, Indiana doesn’t crack the top 15. Is this a concern, or can they thrive with their existing talent? Lane Kiffin has also been outlining his plans at LSU, asserting that his talented roster is definitely playoff-material.
Yet, there are other well-funded teams like USC and Michigan who have yet to achieve significant success. It’s notable that most of the teams on the list have participated in playoffs within the last two years, except for Michigan, which is attempting to rebound from an inconsistent season and hired a new head coach. USC, too, is at a critical point in Lincoln Riley’s era, now equipped with a roster capable of competing against playoff contenders.
Ultimately, while money plays a role, one can’t overlook the correlation between team investments and playoff success. Will Indiana again defy the odds? The upcoming college football season promises to be an intriguing one.
