The Spending Gap in College Athletics: Why Support Staff Deserve More

Yesterday, college football lost one of its more prominent coaching names—not to tragedy, but to the scoreboard. Penn State’s former head coach, James Franklin, was dismissed after a 22–21 loss to unranked Northwestern State, marking the final chapter of his 11-year tenure in Happy Valley.

Despite maintaining a respectable record overall, Franklin’s struggles against top-10 opponents (4–21) highlighted a recurring shortfall. Yet, what captured national attention wasn’t his record—it was his payout—a staggering $49 million to coach no longer a Power Four program that had consistently underperformed.

That figure struck a chord with me. As someone now halfway through my first semester teaching in a high school classroom, I’ve recently been reminded how “lucky” I am to have summers off and to “finally make enough to live comfortably.” When news of Franklin’s buyout broke, those comments echoed in my mind.

Without disclosing specifics, I can say that during my three years in full-time roles within college athletics, my total earnings amounted to less than 0.1% of that $49 million. Of course, we’re talking about vastly different levels of college athletics and completely different job descriptions—but the contrast reveals something deeply flawed.

Why is there such a massive gap between what support staff contribute—often sacrificing personal time, weekends, and stability—and the compensation awarded to a coach being fired from his job? It’s a question few in the NIL era seem eager to address, yet it’s one worth asking.

This imbalance isn’t just financial—it’s cultural. The narrative of college sports continues to revolve around the head coach as the face of the program. But the reality is that success is built by dozens of professionals behind the scenes: creative teams producing recruiting content, sports information directors managing exposure, athletic trainers keeping athletes healthy, and operations staff ensuring everything runs smoothly. These individuals are the foundation of collegiate athletics, yet their compensation rarely reflects their value.

As athletic departments expand budgets for facilities, buyouts, and high-profile hires, it’s time to prioritize sustainable and equitable growth. Investing in support staff isn’t merely an ethical decision—it’s a strategic one. Retaining talented, creative, and dedicated professionals strengthens the entire athletic ecosystem.

If college athletics truly champions the “student-athlete experience,” then those who build and support that experience daily deserve more than gratitude—they deserve fair compensation and institutional respect.

And yes, I miss the excitement of game days, the energy of practices, and the moments when an athlete sees a photo or video I created and says, “Yo, that’s fire!” Those moments are irreplaceable.

But those feelings can’t come at the cost of life’s most important moments—time with family, financial security, or mental well-being.

From the creatives on the sidelines to the compliance officers ensuring rules are followed, the academic advisors keeping athletes on track, and everyone in between—your love for the game is the heartbeat of college athletics. It’s time that love is met with the financial respect it deserves.