Despite National Prestige, Notre Dame Football Left Out of Top 10 College Programs in On3 Spending Survey
Notre Dame football, one of the most storied and respected programs in the history of college athletics, was notably absent from On3’s recently published list of the top 10 spenders in college football. This revelation has sparked a wave of intrigue and analysis across the college football landscape, especially among those who have long regarded Notre Dame as a blue-blood institution capable of matching any program in tradition, resources, and ambition.
According to On3’s comprehensive survey, which compiled financial data and operational spending figures from universities across the country, the programs that dominate the financial leaderboard aren’t necessarily the ones with the longest-standing reputations, but rather those that have embraced the modern era of college football with aggressive investments in coaching salaries, NIL (Name, Image, and Likeness) infrastructure, player development facilities, and recruiting resources.
Schools like Georgia, Alabama, Ohio State, Texas, and Texas A&M all made the list, boasting staggering annual expenditures that reflect their all-in approach to competing at the highest level. For these schools, the spending extends far beyond traditional line items like coaching contracts and travel. In this new era, spending is synonymous with strategic dominance, and athletic departments are treating football as both a sporting enterprise and a business venture.
That Notre Dame — a program that has appeared in multiple College Football Playoffs and consistently finishes in the top 25 — did not crack the top 10 is a noteworthy development. For critics, it may raise questions about whether the Fighting Irish are doing enough financially to keep pace with their competition. For others, it’s a testament to their ability to remain nationally relevant without overspending, relying instead on tradition, strategic recruiting, and coaching acumen.
The On3 report did not make public every metric, but sources close to the data suggest that Notre Dame’s overall spending sits just outside the top 10. While still significant compared to many Power Five programs, it doesn’t match the financial juggernauts of the SEC or Big Ten — two conferences that dominate the spending charts year after year.
One of the most eye-catching elements of the report is the shift in where programs are directing their dollars. Gone are the days when the bulk of football spending was limited to head coach salaries and stadium improvements. In 2025, universities are building elaborate NIL collectives, hiring full-time player branding consultants, installing advanced recovery suites, and using private aviation to zip recruiters around the country. It’s not just about building football teams anymore — it’s about building brands, attracting stars, and maintaining prestige in a rapidly professionalizing ecosystem.
For Notre Dame, the absence from the top 10 spending list may be reflective of the university’s longstanding commitment to maintaining a balance between athletics and academics. Unlike some of its counterparts, Notre Dame has remained fiercely independent in football, eschewing conference affiliation in favor of its own scheduling freedom and media partnerships. This independence has often worked to its advantage in terms of national exposure and tradition, but it may also come with limits in terms of financial scalability, particularly in areas like shared media revenue or NIL synergy.
The Fighting Irish have not ignored the modern game. Under head coach Marcus Freeman, the program has made aggressive moves on the recruiting trail, landing top-tier talent and using creative NIL strategies that comply with the university’s values. Notre Dame has also invested in facility upgrades, including improvements to the Gug (Guglielmino Athletics Complex), and continues to attract elite support staff. Still, they have done so with a more measured approach compared to their high-spending peers.
This contrast invites a bigger question about whether money directly equates to success in college football. On one hand, it’s hard to argue with the results of programs like Georgia, Alabama, and Michigan — all of whom are outspending most of their competitors and consistently making deep playoff runs. On the other hand, Notre Dame’s ability to remain in the national spotlight without outlandish spending suggests there is still room in the sport for programs that prioritize culture, identity, and efficiency over raw financial might.
That said, as the college football landscape continues to evolve, Notre Dame may face increasing pressure to reconsider its financial strategy. The introduction of the 12-team College Football Playoff, the ever-growing demands of NIL, and the expanding influence of TV deals and mega-conferences are reshaping the competitive terrain. If Notre Dame wants to remain a consistent contender, it may have to make bolder financial decisions — not to chase headlines, but to ensure its players and staff have access to the same resources as their SEC and Big Ten rivals.
There are also internal considerations. Notre Dame’s alumni base is vast and wealthy, and there is growing sentiment among some donors and fans that the university should open the financial floodgates in order to pursue a national championship with the same intensity as its peers. These calls are balanced by university leadership’s desire to uphold institutional integrity and avoid what some see as the “arms race” mentality that dominates modern football spending.
Notre Dame’s approach has always been unique. As an independent, faith-based institution with strong academic standards and a national recruiting footprint, the Irish have never tried to emulate the model of any one conference. Their media contract with NBC, their historic campus, and their iconic gold helmets give them branding advantages most schools can only dream of. But branding alone won’t win playoff games — and as NIL becomes more of a differentiator, the risk of falling behind is real.
Recruiting in particular has become more resource-intensive. The top recruits in the country are now weighing NIL guarantees and program perks as much as — if not more than — on-field tradition. Programs like Texas A&M and Miami have used NIL collectives to leapfrog traditional powers in the recruiting rankings. Notre Dame has found ways to stay competitive, but its NIL model is more conservative, prioritizing education and long-term value over short-term payouts.
This strategy has worked with some families, particularly those who value Notre Dame’s holistic offering, but it’s not always enough to sway elite talent who are fielding multi-million-dollar offers from SEC collectives. Whether Notre Dame will adjust its approach remains to be seen. There are signs that the program is exploring new ideas — including more targeted NIL support and strategic partnerships — but the pace of adaptation has been measured rather than revolutionary.
There’s also the coaching component. While Marcus Freeman is well-compensated and supported by a capable staff, Notre Dame hasn’t entered the stratosphere of coaching payrolls seen in the South. Defensive coordinators and position coaches at schools like Georgia or LSU often earn salaries that rival some head coaches elsewhere. Notre Dame’s strategy has emphasized retention, staff development, and a strong institutional culture rather than simply outbidding competitors.
Ultimately, Notre Dame football’s omission from On3’s top-10 spending list is a reflection of its measured, values-driven approach in an era increasingly defined by financial aggression. Whether that approach can yield a national title remains an open question. Freeman’s program is clearly competitive and consistently ranked, but the margins in college football are razor thin. A few million dollars in recruiting resources or NIL activation can make the difference in landing — or losing — a game-changing recruit.
As college football continues to shift toward a semi-professional model, Notre Dame must decide how far it’s willing to go to stay elite. For now, the Fighting Irish are proving that tradition, intelligence, and strategic focus can still carry weight in the sport. But if the financial arms race continues to accelerate, the program’s ability to compete without being among the top spenders may be tested like never before.
