National Collegiate Athletic Assocation (NCAA)

College coaches in lower-profile sports are richer than ever

Illustration: Rebecca Zisser/Axios

With television revenue rolling in, Power 5 schools are engaged in a new kind of arms race, paying significantly more money than ever before to coaches in so-called non-revenue sports.

Driving the news: USA Today examined how much money each Power 5 public school paid its head coaches in 23 sports other than football and men's and women's basketball in 2013 and 2018.

How college football is combating attendance woes

Alabama football stadium
Bryant-Denny Stadium, home of the Alabama Crimson Tide. Photo: Raymond Boyd/Getty Images

College football attendance dipped to its lowest mark in 22 years last season, with every Power 5 conference other than the ACC experiencing a decline.

The big picture: This alarming development is driven by numerous factors, many of which impact society on a macro-level and are out of a university's control (i.e. technology and consumption habits). But other factors — like ticket sales, game day experiences and stadium amenities — can be tinkered with and improved, and athletic departments across the country are laser-focused on doing just that.