Steve Sarkisian gets smacked with a $40M truth bomb, courtesy of Pat McAfee
This has everyone talking now
Steve Sarkisian reacts during an NCAA college football game.
The Texas Longhorns are back in the national spotlight, poised to make a championship run under head coach Steve Sarkisian. While the program hasn’t won a national title since 2005, the tides are turning with a historic recruiting class, star quarterback Arch Manning stepping into a starting role, and an unprecedented level of financial investment in the team. However, behind the optimism lies a deeper conversation about the impact of Name, Image, and Likeness (NIL) deals, which have transformed college football recruiting.
Texas has always been regarded as a powerhouse program, but consistency eluded them for years-especially during Tom Herman’s tenure, when the team struggled to post 10-win seasons and suffered frustrating losses to unranked opponents. Sarkisian, however, has ushered in a new era of stability and success, with Texas making it to the College Football Playoff semifinals last season. The momentum continues in 2025, with the Longhorns landing top recruits such as Jonah Williams and Justus Terry and setting a program record with 12 players drafted into the NFL.
One of the biggest factors in Texas’s resurgence has been the introduction of NIL deals, which allow players to earn money based on their personal brand and sponsorships. Texas, generating over $300 million in revenue, has used this financial advantage to build a highly competitive roster. Reports suggest that last year, Sarkisian allocated around $11 million toward his team-an investment that led to a CFP semifinal appearance.
This year, Texas is doubling down, with estimates indicating the program may spend up to $40 million on NIL to compete at the highest level. However, this staggering figure has raised concerns about sustainability. Analyst Pat McAfee recently questioned whether such spending is the new standard in college football, highlighting the financial arms race among elite programs.
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The future of College Football and NIL
The NIL landscape continues to evolve, with the House v NCAA settlement expected to introduce a $20.5 million salary cap for athletic programs. Once implemented, all teams will be bound by the same financial restrictions. But even with these regulations, booster-funded NIL collectives will remain, potentially allowing certain programs to maintain an advantage in recruiting.
ESPN’s Heather Dinich has warned of “booster fatigue,” comparing NIL spending to Wall Street’s financial bubbles. With college football boosters pouring millions into programs, many are questioning how long such investments can continue before programs are forced to recalibrate.
Despite the looming NIL adjustments, Texas has a prime opportunity to win its first national championship in two decades. Sarkisian’s aggressive spending strategy, combined with the return of key players and the rise of Arch Manning, positions the Longhorns among the top contenders. However, Texas is not alone in its NIL-driven approach-other Power 4 programs are reportedly investing similar amounts to build competitive rosters.
With a $40 million NIL budget, a star-studded team, and momentum on their side, Texas is charging full speed ahead toward the 2025 season. The question now is whether this financial model will lead to sustained success or if the bubble, as some analysts predict, will eventually burst.
