College Football GMs reveal the top spender in the NIL era

The University of Southern California (USC) has been identified as the top spender in college football recruiting for the 2026 cycle, according to a survey of Power Four general managers conducted by On3. Twelve out of 13 general managers and NIL staffers pointed to the USC Trojans as leading in expenditures, with estimates ranging from $10 million to $12 million. This spending is largely attributed to the Name, Image, and Likeness (NIL) deals shaping the current recruiting landscape.

USC leads the Rivals Industry Team Recruiting Ranking, boasting 35 commitments, including two five-star recruits. Despite the rise of the transfer portal, high school recruiting remains critical for filling a 105-man roster, with many elite recruits now represented by agents.

Texas Tech follows USC as a major spender, with Miami, Oregon, and Texas A&M also cited. Georgia is noted for its efficient spending, successfully recruiting elite prospects without offering the highest financial packages.

Miami's offensive tackle Jackson Cantwell