Where Does Penn State Rank in College Football's Recruiting Arms Race?
Penn State has cultivated one of the Big Ten's biggest football recruiting budgets over the past six years, moving into college football's top 10 in recruiting spending. In fact, the Lions spent nearly 50 percent more on football recruiting than Ohio State during that period, according to a recent USA Today study.
USA Today partnered with the Knight-Newhouse College Athletics Database at Syracuse University to rank the nation's top spenders on football recruiting from 2017-22. Penn State was 10th nationally in average recruiting spending at $1.24 million per year, second in the Big Ten to Michigan ($1.35 million). Perhaps most surprising, Penn State and Michigan outspent Ohio State, which averaged $845 million per year. During the 2021-22 fiscal year, Penn State spent almost $200,000 more than Ohio State in recruiting ($1,486,521 to $1,292,799).
Meanwhile, Georgia has outpaced everyone in college football, according to the study, averaging $2.75 million per year in recruiting spending over the past six years. Its closest competitor was Alabama at $1.9 million, followed by Tennessee at nearly $1.8 million.
Penn State's budget demonstrates how head coach James Franklin has transformed the program's recruiting operations. In fiscal year 2011, which included the 2010 football season, Penn State spent $258,800 on recruiting, according to a financial filing. The budgets increased substantially through Bill O'Brien and Franklin's tenures.
Penn State Football Recruiting Expenses By Year
- 2011: $258,800
- 2012: $443,022
- 2013: $736,739
- 2014: $1,391,332
- 2015: $870,547
- 2016: $915,303
- 2017: $1,265,636
- 2018: $1,369,428
- 2019: $1,529,068
- 2020: $1,143,048
- 2021: $651,388
- 2022: $1,486,521
(The 2021 total reflects the shutdown of off-campus recruiting during COVID.)
Since Franklin became head coach in 2014, Penn State also has increased the size and reach of its recruiting staff, now employing more than 10 staff members solely for recruiting. That includes a general manager of personnel and recruitment, eight recruiting and assistant recruiting coordinators and a director of recruiting content. To address this growing staff, Penn State will embark on another round of renovations to the Lasch Football Building.
The Lasch Building's next phase of renovations will focus on the complex's second floor, where office and meeting space is squeezed beyond capacity. The football facility wasn't designed to effectively manage a staff of nearly 50 people, which includes that necessarily growing recruiting staff. Penn State Athletic Director Patrick Kraft recently called the $22 million project "critical" to address the building's ability to accommodate staff. Further, the building's outdoor deck that overlooks the football practice fields will be expanded and enclosed to create more event space, partly for recruiting opportunities.
Has the investment produced results? Penn State's recruiting classes from 2017-22 have an average national rank of 12.5, according to the 247Sports Composite. That includes the 2018 and 2022 classes, which were ranked sixth nationally. The 2018 recruiting class has produced 10 NFL draft picks, six in the first or second rounds, and the 2022 class was instrumental to Penn State's recent 11-2 season.
Recruiting budgets certainly will increase with a rule change to take effect July 1. According to the NCAA, high school athletes will be able to take unlimited official visits during the recruiting process. Previously, prospects were limited to five official visits. Athletes can visit a school once, unless a coaching change occurs. Schools can cover costs for travel, meals and "reasonable entertainment" for the prospect and two family members over a two-day official visit, according to the NCAA.
How will programs handle the increase in official visits? By hiring more staff and increasing their budgets. It's the only way to remain competitive.
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AllPennState is the place for Penn State news, opinion and perspective on the SI.com network. Publisher Mark Wogenrich has covered Penn State for more than 20 years, tracking three coaching staffs, three Big Ten titles and a catalog of great stories. Follow him on Twitter @MarkWogenrich. And consider subscribing (button's on the home page) for more great content across the SI.com network.
