What’s next for money in college sports? I've got predictions for 2026!

Hello again,

It’s nice to be back after a week-long break. I hope everyone had a happy holiday. Remember, this will be the only post this week, and then we’ll be back on the regular schedule beginning Monday.

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— Kyle

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What’s next for money in college sports? I’ve got predictions for 2026!

It’s prediction time! 

There’s nothing that gets ridiculed more than an incorrect forecast — in weather and in sports. I find it funny how fans think reporters can accurately predict the next 12 months. Listen, I know we’re paid to be experts, and we have sources who loop us in. But it’s impossible to come close to being right about the wacky, zany world of college sports. 

It won’t stop me from trying, though! Some of my predictions are concrete beliefs, others are educated takes, and some are downright bold. One thing is certain in 2026: upheaval. Isn’t that an annual expectation for college sports? 

No matter what, it will be fun. 

Saudi Arabia, welcome to college sports

The Kingdom of Saudi Arabia will get involved in college athletics in a meaningful way, whether it’s a bowl game, an investment from the Private Investment Fund or another capital infusion. Somehow, some way, the Saudis will enter the college sports landscape. There’s already a college basketball multi-team event debuting in Dubai next season, so Saudi Arabia’s entry will further a growing trend of Middle Eastern influence in college sports. 

The College Sports Commission will remain toothless

We’re already seeing this take shape, as schools commit between $20 million and $30 million to NIL deals before the transfer portal even opens. Negotiations are ongoing, and over-the-cap spending is imminent. The CSC’s NIL Go clearinghouse is supposed to approve every NIL deal surpassing $600. Coaches are thumbing their noses at the CSC’s enforcement by openly discussing how much they intend to spend on their rosters. 

Booster and donor influence will flourish 

If you thought moving NIL operations and collectives in-house would mark the end of the booster era, I have the finest piece of ocean-front real estate to sell you in Olathe, Kansas. Texas Tech, Oregon, Indiana and Miami are all in the midst of donor-guided CFP runs. Rich athletic departments — especially in the Big Ten and SEC — will continue to have a positive impact on their programs. But deep-pocketed boosters will still hold sway and offer payouts that drive relevance. 

Football and men’s basketball recruiting will revolve around cold, hard cash

Compensation has become a recruiting currency, especially in the transfer portal. This will increase each year. High school recruiting will include money deals, but nothing like the transfer portal. The easiest way to procure talent, for better or worse, is to be the highest bidder. Winning big in football and men’s basketball has become an insatiable quest for athletic departments, and most of them are flush with money (and boosters) ready to spend. 

Big brands will spend big on athletes 

Brand partnerships will only grow in 2026. Arch Manning’s disappointing season isn’t going to stop big names from taking chances on college athletes. The ratings are too good to pass up on commercials, and fan bases are too rabid to ignore.

When you sit down to watch college football next September, you will once again be inundated with ads featuring players from the actual games. 

Transfer portal will continue to impact national championships 

From here until eternity (or until rules change), the transfer portal will shape national championships in essentially every sport. Quarterbacks, point guards, pitchers — the portal giveth and rarely taketh for the top programs. On New Year’s Day 2026, we’ll see the role of the portal in the College Football Playoff. Unlimited free agency is difficult to get used to, and an athlete going to three or four schools probably has adverse effects down the road. But the roster churn and instant-impact players create immense excitement and, perhaps most importantly, perpetual hope. 

Women’s sports will continue to experience increased investment

In March, the first-ever NCAA women’s wrestling championships will take place — so no matter what, it will be a banner year for women’s sports. But the headlines won’t stop there. Basketball and volleyball will continue to garner TV ratings and attendance not seen prior to 2020. And despite the costliness of revenue sharing, women’s programs will continue to receive game-changing dollars, as athletic departments speak with their wallets.

But …

Title IX legal challenges will intensify 

Even though departments are pumping money into women’s sports, they are spending more on men’s sports in the revenue-sharing era. There are Title IX objections to the House settlement, and alarm bells are being rung regarding revenue sharing. This is a politically charged, polarizing environment that’s difficult to navigate. Support for women’s sports has never been better, but the haranguing is understandable given the obscene amounts spent on just a few men’s sports. Here’s the thing, though: College sports is big business. There’s no sugarcoating or debating that talking point anymore. And businesses want to make money, period.   

Group of 5 schools will face financial hurdles 

Increased expenses in college sports, especially revenue sharing, have hampered G5 and mid-major programs. That isn’t going to stop anytime soon. The potential of at least one FBS football program dropping down to FCS (or below) in the next five years is very real. Coaching salaries aren’t just escalating at the top of college football. Conference USA, the MAC and the Sun Belt are dealing with that reality as well. From every corner, athletic departments are being stretched thin. 

Athletic department job cuts aren’t going to stop 

Athlete payments and rising administrative costs have led athletic departments to trim staff. (At the same time, many have added football staff.) The belt-tightening will be a theme in 2026 as the economic outlook dims. Schools have streamlined departments and learned to do more with less. 

Non-revenue sports will struggle 

As football sucks up all the oxygen, very little is left for cross country, swimming and track. Olympic sport funding is drying up rapidly, with potential ripple effects in the next decade or two. Schools and coaches will be saddled with more difficult choices regarding roster cuts and even the elimination of teams.