Wednesday, April 30, 2014
Examining the Big Ten's recruiting costs
By Adam Rittenberg
The Big Ten is rich and getting richer in the coming years. So how is the investment translating with football programs?
Not surprisingly, recruiting expenses are on the rise throughout the league. The (Cedar Rapids) Gazette's Scott Dochterman recently outlined Big Ten recruiting costs for the last three fiscal years, which shows that the league's 11 publics schools spent $6.47 million in recruiting in FY 2013, up from $4.1 million in FY 2011. Northwestern, a private institution, does not have to publicly report its expenses.
What stands out about these numbers?
- Nebraska has spent more on recruiting than any Big Ten team in the past two seasons: $818,509 in 2013 and $752,681 in 2012. Bo Pelini's program is trying to boost its presence in Big Ten territory, maintain a presence in Texas and California, and scoop up prospects from the fertile Southeast. That costs money, and Nebraska's geography doesn't help.
- Illinois is second in recruiting expenses for the second consecutive year, devoting $791,972 in FY 2013. I'll say this for Illinois: It invests enough in football. The program shelled out for former coordinators Paul Petrino and Vic Koenning. Tim Beckman shouldn't complain about his recruiting budget. But the investment needs to start showing returns very soon.
- If asked which Big Ten school spends the least on recruiting, few folks likely would select Wisconsin. Like Nebraska, Wisconsin faces geographical challenges in recruiting and, under former coach Bret Bielema, ramped up its efforts in Florida for players such as James White and Aaron Henry. But these numbers show Wisconsin spent by far the least on recruiting in FY 2013 ($256,967) and, unlike other Big Ten programs, hasn't had dramatic increases the past two years. Assistant salaries were an issue for Bielema, who lost quite a few top aides in his final two seasons. I wonder how the recruiting budget impacted his decision to leave for Arkansas, and how the investment could change for coach Gary Andersen.
- Penn State has had the biggest increases in recruiting investment, going from $258,800 in FY 2011 -- the second-lowest total in the league -- to $443,022 in FY 2012 and then to $736,739 in FY 2013, the third-highest total in the league. The program spent much more under Bill O'Brien than it did during the end of the Joe Paterno era, and the investment should continue to increase under James Franklin, one of the more aggressive recruiters in the country.
- Although Ohio State spent about $200,000 more on recruiting in FY 2013 than FY 2012, the Buckeyes are in the bottom half of the league in expenses. Geography is a big reason, as they don't have to travel nearly as far as other league programs to scout some of the top players in the Big Ten region.
- It's interesting that Michigan's recruiting costs actually went down from FY 2011 to FY 2012 before going up to $664,492 in FY 2013. The Wolverines signed top-10 recruiting classes in 2012 and 2013.
A lot of interesting numbers here. Recruiting costs will continue to rise around the FBS, and it will be interesting to see which Big Ten teams invest more in non-coaching, recruiting-specific staff. Programs in other leagues -- cough, SEC, cough -- have been on hiring sprees, causing a lot of national discussion about limiting staff size.