Franklin cites $7M NIL budget; PSU books reveal bigger 2024-25 NIL spend

Penn State coach James Franklin said the football program had a $7 million NIL budget for the 2024-25 season, but PSU’s financial report shows about $13.3 million in football NIL spending for that year and roughly $18.4 million in total NIL payments across athletics (football ~72% of NIL funding). The report also notes direct revenue-sharing began in 2025, and Franklin says PSU increased NIL funding for 2025 after acknowledging the program lagged behind rivals, stressing improved alignment with university leadership and continued NIL strategy work.