Why college football coaches are among the highest paid sports figures. With massive TV deals and billion-dollar college football programs, the top coaches earn salaries that rival NFL professionals. But who are the highest-paid college football coaches today? Let’s dive in.

College football is more than just a sport; it is a cultural phenomenon that generates billions of dollars annually. As of 2024, the highest-paid college football coach is Kirby Smart of the University of Georgia, earning an annual salary of $13.3 million.

This substantial compensation reflects the immense pressure and expectations placed upon these coaches to deliver consistent success on the field.

The financial landscape of college football coaching has seen significant growth in recent years. In 2023, Nick Saban of the University of Alabama was the highest-paid coach, with a salary of $11.4 million. Following his retirement, Kirby Smart's new contract not only surpassed Saban's earnings but also set a new benchmark in collegiate coaching salaries.

This escalation in coaching salaries is indicative of the broader economic dynamics within college sports, where successful programs generate substantial revenue through television contracts, sponsorships, merchandise sales, and ticketing. Investing in top-tier coaching talent is seen as a critical component for maintaining and enhancing a program's competitive edge and financial prosperity.

Why college football coaches earn big salaries

College football coaches command significant salaries due to the vast revenue streams generated by the sport, their critical role in shaping successful teams, and the intense pressure associated with their positions. Their earnings are justified by their ability to drive financial success and maintain the competitive dominance of their programmes.

Revenue streams in college football

College football is one of the most lucrative sports in the United States, with multiple revenue sources contributing to the financial ecosystem of universities.

1. TV rights deals: Television networks invest billions in broadcasting rights for college football games, making it one of the most watched and profitable sports.

• In 2020, ESPN signed a $3 billion deal with the Southeastern Conference (SEC), securing exclusive rights to broadcast SEC football games from 2024.

• The Big Ten Conference struck a $7 billion media rights deal with FOX, CBS, and NBC in 2022, covering seven years and running until 2030.

• The College Football Playoff (CFP) generates $600 million annually from television contracts.

2. Sponsorships and licensing agreements: Apparel companies such as Nike, Adidas, and Under Armour engage in multi-million-pound sponsorship deals with universities. These agreements ensure that teams wear branded kits, generating significant revenue through licensing and merchandise sales.

• In 2023, Nike signed a $169 million contract with the University of Oregon to supply apparel and equipment over 11 years.

• The University of Michigan’s $173.8 million deal with Nike (2015-2031) remains one of the largest in college sports.

• Ohio State University generates approximately $10 million annually from licensing deals.

3. Ticket sales, merchandise, and booster donations: Ticket revenue is a major source of income for universities, particularly for powerhouses like Alabama, Georgia, and Michigan.

• The average ticket price for a college football game in 2023 was $100, with marquee matchups reaching $500+ per ticket.

• The University of Georgia earned $40 million from ticket sales in 2022.

• The University of Texas football programme generated $146 million in revenue in 2021, with $94 million coming from ticket sales and donations.

List of the highest paid college football coaches

As of 2023, the list of the highest-paid college football coaches is dominated by figures who have consistently delivered success on the field. Below, we examine the top earners and the contracts that have placed them at the pinnacle of their profession.

1. Nick Saban – University of Alabama

Annual salary: Approximately $11.7 million

Nick Saban is widely regarded as one of the greatest college football coaches of all time. Under his leadership, the Alabama Crimson Tide has won multiple national championships, cementing Saban’s legacy as a transformative figure in the sport. His success has been handsomely rewarded, with an annual salary of approximately $11.7 million. This figure includes base pay, bonuses, and other compensation, making Saban the highest-paid coach in college football.

Saban’s contract also includes performance-based incentives, such as bonuses for winning conference championships and reaching the College Football Playoff. His ability to consistently deliver results has made him an invaluable asset to the University of Alabama, justifying his substantial earnings.

2. Dabo Swinney – Clemson University

Annual salary: Approximately $11.5 million

Dabo Swinney has transformed Clemson University into a perennial powerhouse in college football. Since taking over as head coach in 2008, Swinney has led the Tigers to multiple national championships and numerous playoff appearances. His success has earned him a contract worth around $11.5 million per year, placing him just behind Nick Saban in the rankings of the highest-paid coaches.

Swinney’s contract includes significant bonuses for achieving milestones such as winning the Atlantic Coast Conference (ACC) championship and securing a spot in the College Football Playoff. His emphasis on building a strong team culture and developing talent has made him one of the most respected figures in the sport.

3. Kirby Smart – University of Georgia

Annual salary: Around $11.25 million

Kirby Smart, the head coach of the University of Georgia, has quickly risen through the ranks to become one of the highest-paid coaches in college football. With an annual salary of approximately $11.25 million, Smart’s compensation reflects his success in leading the Bulldogs to a national championship in 2022.

Smart’s contract includes a range of incentives, such as bonuses for winning the Southeastern Conference (SEC) championship and maintaining a high graduation rate among players. His ability to recruit top talent and develop a winning program has made him a key figure in the competitive SEC.

4. Lincoln Riley – University of Southern California (USC)

Annual salary: Estimated at over $10 million

Lincoln Riley’s move from the University of Oklahoma to the University of Southern California in 2022 was one of the most high-profile coaching changes in recent years. Riley’s reputation as an offensive mastermind and his success at Oklahoma made him a highly sought-after coach. His contract with USC is worth approximately $10 million per year, placing him among the top earners in college football.

Riley’s contract includes incentives for winning the Pac-12 championship and reaching the College Football Playoff. His arrival at USC has generated significant excitement among fans and alumni, with many hoping that he can restore the Trojans to their former glory.

5. Jimbo Fisher – Texas A&M University

Annual salary: About $9 million

Jimbo Fisher, the head coach of Texas A&M University, is another high earner in college football. With an annual salary of around $9 million, Fisher’s compensation reflects his success at Florida State University, where he won a national championship in 2013.

Fisher’s contract with Texas A&M includes substantial bonuses for winning the SEC championship and achieving high academic performance among players. Despite facing criticism for the team’s inconsistent performance in recent years, Fisher remains one of the most well-compensated coaches in the sport.

Factors driving high salaries

1. Escalating financial stakes: College football has become a significant revenue generator for universities, primarily through lucrative television contracts. For instance, the Big Ten Conference secured a media rights agreement valued at approximately $7 billion over seven years, underscoring the immense financial stakes involved. Coaches who consistently deliver winning seasons and attract large viewership are deemed essential investments, as their success directly correlates with increased revenue streams.

2. Intense competition for elite coaching talent: The competition among universities to secure top-tier coaching talent is fierce. A prime example is the University of North Carolina's recent hiring of six-time Super Bowl-winning coach Bill Belichick, offering him a five-year, $50 million contract. This move reflects the lengths to which institutions will go to attract proven leaders capable of transforming their football programs into national contenders.

3. Pressure to sustain program success: Universities are under constant pressure to maintain successful football programs, leading them to offer coaches long-term contracts with substantial financial guarantees. These agreements provide job security and serve as incentives for coaches to remain with their current institutions. For example, Georgia's head coach, Kirby Smart, signed a 10-year, $130 million contract, solidifying his commitment to the university and reflecting the institution's dedication to long-term athletic success.

Salary trends in college football coaching

College football coaching salaries have skyrocketed in the past 10-15 years, driven by increasing television revenue, lucrative sponsorship deals, and fierce competition among schools to attract top coaching talent. These high salaries, however, exist within the evolving landscape of NCAA regulations and the growing influence of Name, Image, and Likeness (NIL) deals, which have reshaped college athletics.

Rising salaries vs. NCAA regulations

1. Evolution of coaching salaries (2008-2023): In 2008, the highest-paid college football coach was Pete Carroll (USC), earning $4.4 million annually. By 2018, Nick Saban (Alabama) became the first coach to surpass $10 million per year, setting a new standard. In 2023, Georgia’s Kirby Smart and Alabama’s Nick Saban both earned over $11 million, with Saban signing a $93.6 million contract extension through 2030. The average Power Five head coach salary in 2012 was $2.5 million. By 2023, it had risen to $5.9 million, reflecting a 136% increase in a decade.

2. The growing influence of NIL deals: The introduction of NIL rules in 2021 allowed college athletes to monetise their brands, indirectly impacting coaching salaries. Top recruits now consider NIL earnings as part of their college decision, increasing pressure on coaches to facilitate sponsorship opportunities. Texas A&M’s 2022 recruiting class, valued at over $30 million in NIL deals, demonstrated how financial factors shape modern recruitment strategies.

3. Public vs. private school salaries: At public universities, coaching salaries are often state-funded, meaning taxpayers contribute to compensation. Jim Harbaugh (Michigan) earns $10 million annually, making him one of the highest-paid public university coaches. Private schools like USC, Notre Dame, and Stanford, which are not subject to public salary disclosures, offer high salaries funded through tuition, boosters, and sponsorship deals. Lincoln Riley’s contract with USC (private) is estimated at over $10 million per year, though official figures remain undisclosed.

How coaching salaries compare to NFL coaches

College vs. NFL pay scale

Similarities

• Top college coaches (Saban, Smart, Harbaugh) earn as much as mid-tier NFL coaches.
• Both college and NFL contracts include performance incentives for championships, bowl/playoff appearances, and win-loss records.

Differences

• NFL contracts include revenue-sharing, media deals, and sponsorships, making total earnings significantly higher.
• NFL coaches also receive higher pension benefits and guaranteed multi-year contracts, making their roles more financially secure.

Final thoughts

The salaries of college football coaches are a testament to the immense popularity and financial power of the sport. Coaches like Nick Saban, Dabo Swinney, and Kirby Smart are not only leaders on the field but also key players in a multi-billion-dollar industry. Their earnings reflect the high stakes and intense competition that define college football, as well as the significant impact that a successful coach can have on a university’s reputation and finances.

While the debate over the appropriateness of these salaries is likely to continue, there is no denying that the highest-paid college football coaches occupy a unique and influential position in the world of sports. As the sport continues to evolve, their roles—and their paychecks—will remain a topic of fascination and discussion for fans and analysts alike.

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