Big Ten coach calls NIL spending “insanity” — but sees opportunity

As the NIL era turns college football into a financial arms race, Illinois head coach Bret Bielema isn’t mincing words: “Insanity, at its best.”

With top-tier programs reportedly pushing $35–40 million annually in NIL roster spending, Bielema’s blunt take on the shifting landscape is a wake-up call for fans and administrators alike. His Fighting Illini finished 10–3 recently on a modest $5 million NIL budget — a fraction of what others are spending to chase wins.

“Last year, we finished fifth in our conference, 18-team conference,” Bielema said during an interview with SiriusXM College Sports Radio. “We had about a $5 million pool… but the four teams ahead of us, I think, were north of $20 million.”

That budget gap, he warns, is unsustainable for programs like Illinois to overcome consistently. One strong season might be possible, but year after year? “That’s just not in the deck of cards that we’re dealt.”

Bielema isn’t just venting. His concern comes as the House v. NCAA settlement looms — a potential turning point that could standardize NIL dealings and introduce revenue sharing. He believes the current system, full of unregulated dollars and inconsistent guardrails, can’t last.

“This is the last… NIL world that’s really uncharted, unprotected and… without consequences,” he said. “There’s probably some growing pains we’ve got to go through.”

Illinois Fighting Illini head coach Bret Bielema.

Matthew O'Haren-Imagn Images

Still, he sees value in NIL — especially for athletes. “It’s also awesome for our kids,” he noted. But parity is essential. Bielema put it simply: “Whether we’re all shopping at Walmart or Louis Vuitton, as long as we’re all shopping in the same mall, I can live with that.”

As NIL continues to evolve, Bielema’s message is clear: structure is key. For college football to thrive, the playing field must be leveled — or at least regulated.