UNC is pulling the ultimate flex. That is snagging the GOAT of football coaches, Bill Belichick, away from the NFL, to lead the Tar Heels. Feels like an underdog program’s fantasy come to life, right? But wait, there’s a massive twist. Even with Belichick’s legendary playbook and rings, UNC’s football program still plays catch-up in the ACC’s money game. UNC’s pumped up their football budget big-time, throwing down $10 million a year just on Belichick’s salary, plus bonuses and millions more for assistants and support staff. But when you peek under the hood, their total football budget sits around $40 million.
Yes, it’s an $8 million jump from before. But it’s still dwarfed by what SEC powerhouses and some ACC rivals are rolling in. Programs like Clemson and Florida State have a revamped ACC revenue distribution model that rewards success and viewership. That allows them to rake in much higher payouts. Virginia Tech’s presentation to its Board of Visitors about the ACC’s revenue-sharing structure recently leaked on X, confirming the financial disparity between powerhouses and relatively smaller programs. It reveals just how uneven the playing field is. Clemson’s football budget clocks in at a whopping $67 million, while Florida State isn’t far behind, pulling in around $61 million.
That’s a pretty massive stash, especially when you stack it up against the smaller, mostly private schools scattered across the ACC. They’ve leveraged their brand strength, historic success, and huge TV audiences to push the ACC for a revamped revenue distribution. The new model rewards schools with bigger viewership and on-field success. That means Clemson and FSU pull a bigger slice of the conference’s revenue pie. The fun fact is, UNC’s biggest money maker and pride is really its basketball program. With a rich history and tradition that’s hard to rival (six NCAA championships, 18 Final Fours).
According to slides prepared by Virginia Tech, Clemson ($67M)/FSU ($61M) in different tier when it comes to football spending by public schools in ACC. Other six publics all between $42M and $33M.
— Brian Murphy (@murphsturph) August 11, 2025
UNC funnels the bulk of its athletic resources toward basketball. Think about Michael Jordan, arguably the greatest basketball player ever, who made his name as a Tar Heel. His success helped cement UNC’s basketball program. And as a powerhouse with a nationwide following that drives strong TV ratings, merchandise sales, and donations. This basketball legacy means UNC’s athletic department prioritizes funding and attention toward hoops rather than competing dollar-for-dollar with Clemson and FSU on the football front. Also, another important strategy that the Tar Heels are adopting will shock you.
UNC might enter into a “handshake agreement” with the Southeastern Conference (SEC), as the SEC is seen as their preferred destination (Paul Finebaum is doing his happy dance). The financial gap between the ACC and SEC is huge, especially in football, where the SEC’s TV media rights and revenue payouts dwarf what the ACC offers. UNC wants to secure a spot where the money flows more generously to compete at the highest level. But the exit fee is costly. UNC faces a fee north of $100 million just to leave. Which is a massive price tag. However, the ACC’s exit fees are set to drop significantly over the next few years. It will be declining to a more manageable $75 million by the 2030-31 academic year. UNC insiders see that as a key milestone, possibly marking when the Tar Heels might make their move if it hasn’t happened sooner.
UNC’s potential departure is also fueled by ACC revenue distribution issues. Recent legal settlements involving Clemson and Florida State have reshaped ACC money sharing, highlighting the financial disparities within the league. But for UNC to compete financially in football like those heavy hitters, it might have to make some tough choices. That may ruffle feathers back home. Right now, UNC’s basketball legacy is iconic. And if UNC wants to run with Clemson and FSU in the football money race, it might seriously have to loosen that basketball-first grip. The cash and attention might need to shift more toward football, which, in turn, means dialing back basketball investments, risking the legacy and success that makes UNC unique.
The rich getting richer is the CFB reality
Clemson and Florida State (FSU) are being touted as prime candidates to join the SEC. Why? Because they fit the conference’s profile of elite football programs with strong fanbases, market appeal, and historic success. The lure for Clemson and FSU to jump from the ACC to the SEC mainly boils down to money and opportunity. The SEC’s media rights deals and revenue sharing far outpace what the ACC currently offers. And especially after recent reforms in ACC revenue sharing that give more money to successful programs like Clemson and FSU. But still, it leaves a gap compared to SEC riches. The bigger TV payouts, lucrative sponsorships, and potential for greater exposure in a league.
It dominates college football broadcast ratings, making the SEC very attractive financially and competitively. Legally, Clemson and FSU have been engaged in lawsuits with the ACC to try to reduce exit fees. And grant themselves more control over their media rights. These suits ended in a settlement that includes a declining exit fee schedule. However, the fee is still steep. Starting at $165 million for the 2025-26 academic year and dropping to $75 million by 2030-31. These financial barriers mean any move will require planning and timing.
Beyond finances, the SEC views Clemson and FSU as programs that “fit” culturally and regionally. Schools that bring passionate football fanbases and align with the SEC’s identity. However, some senior voices, like commentator Paul Finebaum, note that the SEC might prefer schools like North Carolina and Virginia for geographic expansion. Because they bring broader markets and academic prestige. Still, few programs match Clemson and FSU’s combination of football tradition and national recognition. They remain among the most coveted brands in the sport, as prime realignment targets, but only if the legal hurdles are cleared and the financial math works in their favor.
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