Texas Head Coach Steve Sarkisian Raises Alarms Over College Football’s Financial Chaos Amid NIL and Recruiting Arms Race Explosion
Texas Longhorns head coach Steve Sarkisian is no stranger to the rapidly changing world of college football, but in recent months, he has become one of the sport’s most prominent voices raising concerns about the unprecedented financial chaos reshaping the game. As college football barrels forward into the NIL era—complete with multimillion-dollar endorsement deals, aggressive recruiting strategies, and a growing influence from deep-pocketed boosters—Sarkisian has stepped forward to warn that the sport may be veering off course.
In recent interviews and press appearances, Sarkisian has made it clear: the financial model of college football is not only unstable but potentially unsustainable. While he understands and supports the right of athletes to capitalize on their name, image, and likeness, Sarkisian believes the current system lacks the regulation, structure, and long-term vision necessary to maintain competitive balance and protect the integrity of the game.
“We’ve opened the door to a new era, and there’s no going back,” Sarkisian said during a recent press conference. “But the way it’s unfolding—without any real guidelines, transparency, or accountability—it’s creating more problems than solutions. We’re not just talking about players getting compensated; we’re talking about an all-out financial arms race that’s reshaping rosters, recruiting, and locker room dynamics overnight.”
The “arms race” Sarkisian refers to centers around how universities, collectives, and boosters are leveraging massive financial resources to secure commitments from top high school players and lure elite talent through the transfer portal. What was once considered illegal or unethical is now, in many cases, entirely permissible, provided the right NIL loopholes or state laws support it. The result is a chaotic recruiting environment where deals are sometimes struck before a player even enrolls, and the lines between amateurism and professionalism are increasingly blurred.
Sarkisian, now entering his fourth season with Texas, has already experienced the roller coaster of this new landscape firsthand. He’s seen the benefits of NIL—a resurgent Texas program with top-tier recruits like Arch Manning and a playoff berth that seemed like a dream only a few years ago. But he’s also witnessed the downside: bidding wars for recruits, players jumping ship for better offers, and a culture shift that threatens to undermine team cohesion.
“There’s no question NIL has changed the game,” Sarkisian said. “And in many ways, it’s been positive. Players deserve to benefit from the value they create. But when it turns into open-market negotiations every offseason, we’re not coaching the same sport anymore. We’re managing transactions.”
The distinction between coaching and managing is not a subtle one. College football coaches have historically built programs around culture, development, and long-term investment. Now, some say, those values are being replaced by short-term contracts and financial leverage. Sarkisian has emphasized that the emotional and psychological toll on both players and staff has increased dramatically. Teams have to re-recruit their own rosters every year just to maintain continuity.
“Imagine spending a year developing a player—physically, mentally, and emotionally—only to lose him because another program with a stronger collective came in with a better offer,” Sarkisian explained. “It’s not just frustrating; it’s demoralizing. And it’s happening more than people realize.”
One of the critical challenges Sarkisian and his peers face is the lack of national oversight. With the NCAA seemingly reluctant—or unable—to impose a standardized set of NIL regulations, and with state laws varying dramatically, coaches are left trying to navigate a fragmented and inconsistent landscape. What’s permissible in Texas might not fly in Alabama, and vice versa. This creates an uneven playing field and raises concerns about fairness and long-term stability.
Sarkisian has called for urgent federal involvement or a governing body that can set clear NIL rules and enforce them uniformly across all programs. Without that, he warns, college football risks losing not only its identity but its viability.
“We’re heading toward a version of college football that looks more like free agency than college athletics,” he said. “That’s not what this game was built on. That’s not why players commit to universities. And it’s not why fans show up every Saturday.”
Despite the challenges, Sarkisian hasn’t retreated. Instead, he’s been proactive in trying to navigate the environment while staying true to his core values. Under his leadership, Texas has built one of the most sophisticated NIL infrastructures in the nation, including partnerships with key collectives and alumni who support players while aligning with the university’s long-term goals. Sarkisian understands that in today’s game, ignoring NIL is not an option. But he insists it must be done responsibly.
“We’ve tried to focus on education, on making sure our players understand how to handle money, build a brand, and think beyond football,” he said. “It’s not just about throwing dollars at recruits. It’s about helping them grow as people.”
Still, Sarkisian worries about the unintended consequences. He’s seen young players overwhelmed by sudden wealth. He’s witnessed locker room tensions flare up when certain players command more lucrative deals than others. And he’s concerned about the message being sent to 16- and 17-year-olds who are now making life-altering decisions based more on money than on fit, culture, or development.
In his view, the solution lies not in ending NIL, but in refining it. That means more transparency around contracts, stricter rules against tampering, and a better-defined structure for collective involvement. It also means putting players’ long-term well-being at the center of the conversation.
“We need to remember what college football is supposed to be,” Sarkisian said. “It’s about opportunity. It’s about growth. It’s about team. NIL can fit into that, but not if it becomes the whole story.”
Some coaches across the country have echoed Sarkisian’s concerns, though not all have been as vocal. Others have taken a more aggressive stance, openly embracing the financial aspects of modern recruiting without hesitation. But Sarkisian’s approach—measured, thoughtful, and honest—has earned respect from many in the coaching community, even among rivals.
For Texas fans, Sarkisian’s leadership has brought hope. The program is trending upward, with a College Football Playoff appearance in 2024, strong recruiting classes, and the transition to the SEC on the horizon. But even as he prepares to face a tougher schedule and more national scrutiny, Sarkisian is focused on the bigger picture.
“I love this game,” he said. “I love what it stands for. And I want to protect it—not just for me or for Texas, but for every player who dreams of playing on Saturdays. We have to be smart about how we move forward. Because if we’re not, we’ll wake up one day and realize we’ve lost what made college football special.”
The evolving financial landscape in college football is not going to stop shifting anytime soon. As NIL grows, as donor involvement expands, and as conferences continue to realign, the challenges Sarkisian speaks about will only intensify. But by bringing attention to the chaos, and by urging for reform with integrity and clarity, Sarkisian has positioned himself not just as a successful coach—but as one of the sport’s most thoughtful leaders in a time of uncertainty.
Whether the NCAA or Congress listens remains to be seen. But one thing is clear: the future of college football hangs in the balance, and voices like Steve Sarkisian’s will shape what comes next.
