In today’s college football landscape, the recruiting game isn’t just about tradition, coaching pedigree, or flashy facilities anymore - it’s about dollars and deals. And according to a recent survey of Power Four general managers and NIL staffers, no program is playing that game bigger than USC.
Twelve of the thirteen insiders interviewed pointed to the Trojans as the top NIL spender in the 2026 recruiting cycle. One SEC staffer estimated USC shelled out somewhere between $10 million and $12 million to land its class - a figure that, while eye-popping, reflects just how far the sport has evolved in the NIL era. Much of that spending reportedly came before revenue sharing officially kicked off last summer, suggesting the Trojans were aggressive early and often.
“They’re doing something because they spent a lot of money,” a Big 12 GM remarked, hinting at both admiration and curiosity about how those investments will translate on the field under head coach Lincoln Riley.
USC’s big spending has put them atop the Rivals Industry Team Recruiting Ranking, boasting 35 commitments, including a pair of five-star talents. That’s a massive haul, even in a world where the transfer portal has become a college football version of free agency.
Despite the portal’s growing influence, high school recruiting still matters - a lot. Filling out a 105-man roster requires depth, and that depth often comes from the prep ranks.
More and more, that means dealing with agents, negotiating deals, and treating recruitment like a business transaction.
But USC isn’t the only program making waves with its wallet.
Texas Tech came in as the second-most cited NIL spender, followed closely by Miami, Oregon, and Texas A&M. One SEC staffer even joked, “The Texas Tech tax is real,” suggesting that agents are using the Red Raiders’ offers as leverage to drive up prices elsewhere. It’s a clear sign of how competitive and strategic the NIL space has become - and how much influence even perceived spending power can wield.
While some schools are throwing around big numbers, others are playing a more calculated game. Multiple GMs pointed to Georgia as a model of efficiency.
Thanks to the Bulldogs’ recent success under Kirby Smart, they’re able to land elite talent without always needing to match the highest bids. That’s the kind of long-term recruiting power that comes from winning national titles and developing NFL talent - it speaks louder than any check.
On the individual front, Miami’s Jackson Cantwell - an offensive tackle - was the name most often mentioned as the highest-paid recruit in the 2026 cycle. His projected Year 1 NIL value?
Over $2 million. That’s quarterback money, and it underscores just how much value programs are placing on elite offensive linemen.
USC tight end Mark Bowman and Vanderbilt quarterback Jared Curtis also came up frequently in conversations about top-dollar recruits.
The bottom line? If you’re not playing the NIL game, you’re not playing at all.
As one Big Ten GM put it plainly: “You can’t put together a top-25 class if you’re not doing it. It’s been taken to another level.”
And that level - fast-paced, high-stakes, and driven by cash - is the new normal in college football recruiting. Programs that adapt will compete.
Programs that don’t? They’ll get left behind.