College Football GMs reveal the top spender in the NIL era

Many have wondered who's the top NIL spenders in college football and after one survey of Power Four general mangers conducted by On3, Southern California has emerged as the top school. 

What does this mean? The biggest spender in college football recruiting come with many levels, and given today's landscape, it has shifted dramatically. Roster building in the name, image and likeness era means a ton of extras you wouldn't even think about. 

Twelve of the 13 general managers and NIL staffers interviewed by On3 identified USC Trojans as the highest-spending program in the 2026 recruiting cycle. One SEC staffer estimated the Trojans’ class cost between $10 million and $12 million, with much of the spending front-loaded before revenue sharing officially began last summer.

“They’re doing something because they spent a lot of money,” a Big 12 general manager told On3, questioning whether coach Lincoln Riley would ultimately see the class develop.

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USC currently sits atop the Rivals Industry Team Recruiting Ranking with 35 commitments, including two five-star prospects. While the transfer portal has become college football’s version of free agency, staffers told On3 that high school recruiting remains vital to filling a 105-man roster. Even as it has become increasingly professionalized, with most elite recruits now represented by agents.

Texas Tech was the second-most frequently cited spender, followed by Miami, Oregon,  and Texas A&M. One SEC staffer joked that “the Texas Tech tax is real,” with agents using the Red Raiders’ deals to drive up prices elsewhere.

Several general managers pointed to Georgia Bulldogs as the program that spent its money most efficiently. Georgia’s success under coach Kirby Smart allows the Bulldogs to land elite prospects without matching the highest bids.

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As for individual recruits, Miami offensive tackle Jackson Cantwell was most often cited as the highest-paid player in the 2026 class, with an expected Year 1 value exceeding $2 million. USC tight end Mark Bowman and Vanderbilt quarterback Jared Curtis were also frequently mentioned.

As one Big Ten general manager put it, “You can’t put together a top-25 class if you’re not doing it. It’s been taken to another level.”

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