Washington State’s Kirby Moore Begins Staff Build with Competitive Salary Pool, Eyes NIL Growth
As Kirby Moore steps into his new role as Washington State’s head football coach, he's not just inheriting a program in transition - he's stepping into a pivotal moment for the Cougars. With a fresh five-year agreement in place (still being finalized), Moore has the resources to shape his staff and program in a way that could define the next era of WSU football.
One of the most immediate tools at his disposal? A $4.5 million salary pool for assistant coaches - the same figure allotted to former coach Jimmy Rogers, who departed for Iowa State earlier this month. That number puts Washington State in a competitive spot within the evolving landscape of the restructured Pac-12.
For context, Boise State operated with a $3.36 million assistant pool this season, while San Diego State’s stood at $2.5 million. Colorado State, meanwhile, has committed $5 million to assistants under new head coach Jim Mora. So WSU’s $4.5 million pool keeps them right in the mix - a solid foundation for Moore as he begins assembling his staff.
While Moore hasn’t publicly named any additions yet, some clues may have been on display during his introductory press conference. Among those in attendance were offensive line coaches Taylor Lucas and Mike Iupati, along with strength and conditioning coach Matt Jacobs. Their presence doesn’t guarantee they’ll be retained, but it does suggest Moore is at least considering continuity in some key areas.
Moore mentioned that staff decisions are “getting closer” to being finalized by week’s end. With the assistant pool in place, the next step is about finding the right fits - coaches who can help WSU compete in a conference that’s undergoing major changes but still demands high-level performance week in and week out.
The NIL Challenge: $7 Million Target
Off the field, there’s another number that looms large: $7 million.
That’s the figure interim athletic director Jon Haarlow says Washington State needs to hit in Name, Image, and Likeness (NIL) revenue to remain competitive at the top of the new-look Pac-12. And while it’s a lofty goal, it’s one the program is embracing head-on.
“We’re gonna try and exceed that, certainly,” Haarlow said. “But that’s where we need to be to be competitive.”
The Cougars’ NIL efforts in 2024 were reportedly around $4.5 million - though that number included scholarships, stipends, and other financial aid, so the true NIL-specific total was likely much lower. To bridge the gap to $7 million, WSU will need a collective push from all corners of the program: administration, coaching staff, and fan base alike.
And that’s where Moore’s presence could be a difference-maker.
“I think he’s relatable,” Haarlow said. “He understands our fan base.
He understands the area. He’s been successful at high levels.”
Moore’s ability to connect with fans and donors will be critical. While he focuses on football, Haarlow made it clear the athletic department is ramping up its outreach efforts - putting Moore in front of as many supporters as possible, while also pushing to expand the donor base.
The Numbers Game: Big Alumni, Small Donor Pool
Washington State has a strong alumni foundation - 250,000 living alumni, including 50,000 active alumni associates. But the donor pool? Just 4,500, according to Haarlow.
“That’s not very good,” he admitted. “If education is the issue, we’ve been trying to put out education.
We’ve done a ton of traveling around the state. We’ve got groups of Cougs around the country.
We’re trying to get in front of them.”
The message is clear: the support is out there, but the engagement needs to grow. Haarlow believes the university has made progress in recent weeks, ramping up outreach and seeing positive responses from the Cougar faithful.
It’s a pivotal time for Washington State football. With Moore at the helm, a competitive salary pool in place, and an ambitious NIL target on the board, the pieces are there. Now it’s about execution - on the field, in the donor community, and throughout the broader Cougar network.
The next few months will go a long way in determining whether WSU can not only keep pace in the new Pac-12 but position itself as a true contender in the years ahead.