College football recruiting has officially entered the “splurge era.” We’re talking seven-figure deals tossed at high schoolers like confetti, all in the name of staying relevant. Minimum one million to play college football? That’s the new normal. From helicopter flyovers to red carpet rollouts and even Lamborghinis, schools are pulling out all the stops to woo top talent. Those who refuse to play this high-stakes game risk falling behind, scrambling to fill roster gaps with whatever scraps they can find. Ever wonder why Bryce Underwood and Julian Lewis suddenly flipped commitments? It’s not just about the “aura” of a program anymore; it’s about the Benjamins.

And it’s not just about the hefty NIL checks. The real kicker, according to a Big 12 collective insider speaking to On3, is the outrageous list of demands recruits are now making. “Everybody wants a car,” the insider revealed. “We dealt with a lot of people asking for travel stipends for their families. That became a big ask. People are asking to be put up in a new apartment, or put up into a nice home or a condo, whatever it may be. That’s a request that you’re seeing more and more.” Think about it: if every program starts bending over backward to fulfill these “wish lists,” what’s left for anything else? But Kenny Dillingham is hitting the brakes on this spending spree.

Sun Devils HC Dillingham isn’t buying this idea that just throwing money at players is the answer. He thinks ASU is already doing a great job supporting its athletes and helping them reach their full potential. “Nobody comes here because they get paid more money. So if you’re a recruit, I’m sorry you came here because you see the opportunity, and you see that kids are not leaving our program. You see that our guys, our best players on our team, want to be here. And if that’s not going to show you that we treat our own players the right way, then the sales pitch is useless, because our own players have made the decision to be here,” he said. Well, that’s a straight fact.

Look, Kenny Dillingham isn’t just coaching; he has successfully gained the full commitment of his players. Arizona State University (ASU) is not losing any players to the transfer portal; instead, they are managing to retain them. A significant number of players from the 2024 roster, almost 50 in total, have decided to stay. This includes 17 out of the 22 starters as well as key players in the rotation. And Dillingham is not starting from scratch; he is building upon the existing momentum for another strong season.

Moreover, this momentum has now resulted in a major acquisition for ASU. Former 5-star cornerback Nyland Green will be joining the team in Tempe, following his time with Georgia and another program. Green brings valuable experience and a history of performing well in big games, which will greatly benefit ASU’s defense. This move shows a continuation of their previous success. The reigning Big 12 champions are not a one-hit-wonder; they are actively preparing for another shot at the title. With Dillingham leading the way, the Cinderella story is far from over.

Kenny Dillingham standing still against 7-figure NIL demand

It’s evident that College football now runs on multi-million dollar deals, with programs tossing cash like a fire sale. NIL is not just guiding players to teams; it has transformed recruiting into a full-blown bidding war. Consider Bryce Underwood, for instance.

Underwood, the quarterback who flipped from LSU to Michigan, isn’t just getting playing time; he’s cashing in big time. We’re talking an eight-figure NIL deal reportedly worth $10 million over four years, plus perks like a 2025 Tahoe RST courtesy of Feldman Chevrolet. And get this–according to a Big 12 insider speaking to On3, “if you want a top 10 guy at the position (quarterback), a guy who’s potentially an early contributor, if not a Year Two, you’re paying $1.5 to $2 million.” Plus, rumors are flying that Underwood could even score a five-acre plot of land if he stays all four years. Crazy, right? But it’s not just Underwood.

Five-star signee Justus Terry also flipped from Georgia to Texas, with On3 analyst Chad Simmons pointing to a “straight-up NIL package” as the deciding factor. And it’s not just the SEC and Big 12. Even the ACC is getting in on the action. An ACC collective told On3 that offensive lineman David Sanders received one of the most lucrative deals out there to sign with the Vols.

However, Kenny Dillingham is not using seven-figure NIL deals to simply win commitments from high school players. He has proven his abilities by transforming a struggling ASU team into a Big 12 champion and a contender for the CFP, all without participating in the NIL arms race. While other programs buy their future, Dillingham has made one thing abundantly clear: “We’re not going to use money and salary caps and all this stuff, you know, to try to get a guy to come here, nor did the NCAA rules want you to. You’re not even supposed to reward the people on our team that deserve it, and that’s the model I believe in.” Now moving forward with this mindset, let’s see how things turn out for him!