In the new era of college football, where NIL deals and revenue sharing are reshaping the competitive landscape, even the sport’s most dominant programs are feeling the pressure. Alabama, a perennial powerhouse with a trophy case full of national titles, suddenly finds itself facing a very different kind of opponent - deep-pocketed donors.
Paul Finebaum, never shy when it comes to SEC commentary, recently shed light on a growing concern in Tuscaloosa: the Crimson Tide may be falling behind in the financial arms race of modern college athletics. And this time, Finebaum isn’t defending Alabama - he’s pointing out a structural disadvantage that money, or rather the lack of it, is making hard to ignore.
Speaking on The Matt Barrie Show, Finebaum noted that while Alabama has tradition, prestige, and a rabid fanbase, it doesn’t have what some other programs do - a billionaire backer willing to pour resources into NIL collectives. Auburn, on the other hand, does.
“We’re talking billionaires now,” Finebaum said. “And outside of Texas and Texas A&M, the list of billionaires starts to get really thin.
In the state of Alabama, there are two billionaires - both Auburn supporters. Alabama doesn’t have a billionaire.”
That matters more than ever in today’s college football, where NIL funding has become a critical piece of the recruiting puzzle. It’s not just about putting your name on a building anymore - it’s about giving your school’s NIL collective the kind of war chest that can keep pace with the sport’s new financial demands.
“Why is a billionaire important?” Finebaum asked rhetorically.
“Because they can throw around money. You could throw around money if you’re worth $800 million too, but it’s a little bit easier if you’re a billionaire.”
He’s not wrong. In a landscape where top recruits are weighing not just playing time and coaching staff but also NIL opportunities, having a single ultra-wealthy donor can tilt the playing field. And Alabama, for all its on-field dominance, doesn’t have that kind of financial firepower behind the scenes right now.
That reality seemed to hit home in late 2024 when Alabama athletic director Greg Byrne issued a public plea to fans and donors. In a December tweet, Byrne acknowledged the shifting dynamics of college sports and called on the Crimson Tide faithful to step up.
“We’ve been careful during this transitional period to protect our position at the top of college athletics,” Byrne wrote. “But there’s a time for talk and a time for action. Now is a time for action.”
Byrne made it clear that Alabama isn’t used to chasing anyone - they set the standard. But even the standard-bearers can’t ignore the fact that other programs are moving aggressively to secure a competitive edge through NIL.
“Hungry fan bases are acting decisively,” Byrne said. “We must respond.”
That’s a strong message - and a telling one. Alabama isn’t used to playing catch-up, but in this particular arena, they might be.
And the concern isn’t just about the present - it’s about the future. Sustaining success in college football has always required resources, but now it requires a whole new kind of financial infrastructure.
Finebaum’s comments also touched on the broader economic picture in the state. While he referenced two billionaires as Auburn backers, the reality is a bit murkier.
Jimmy Buffett, who was once listed among Alabama’s billionaires, passed away in 2023 and was more closely tied to Southern Miss than to Auburn. That leaves Jimmy Rane - the CEO of Great Southern Wood and a longtime Auburn supporter - as the state’s lone confirmed billionaire.
Rane, famously known as the “YellaFella,” has long been a major figure in Auburn’s booster scene. And in this NIL era, his presence looms even larger. He may not be able to single-handedly turn Auburn into a juggernaut, but he gives them a financial lifeline Alabama currently doesn’t seem to have.
And that’s the crux of the issue. For all of Alabama’s history, all of its dominance under Nick Saban, and all of its national relevance, the Tide now finds itself in unfamiliar territory - needing help, and asking for it publicly.
The game has changed. It’s not just about X’s and O’s anymore.
It’s about dollars and cents. And in that game, Auburn might just have the upper hand - not because of on-field talent, but because of who’s willing to write the checks off it.
In Tuscaloosa, the cupboard isn’t bare. But without a billionaire walking through the door, the days of simply out-recruiting everyone else with tradition and trophies might be numbered.