The LSU Tigers finished 8th in the 14-team SEC conference in the 23-24 season with a 17-16 overall record. Their record this season stands at 13-2 overall. However, the team stares at a dismal showing at 16th place ranking in the 17-team conference. What’s the difference between the two sets of performances you ask? LSU won just two of their ten conference games this season. A complete contrast from their previous season’s record of 9-9.
According to Shea Dixon of On3, despite the visible deterioration, the Tigers have decided to stand firmly behind head coach Matt McMahon. LSU basketball is facing a financial crisis. However, the franchise’s solution is as aggressive as its ambitions.
The Tigers were the lowest spenders in the SEC with an NIL (names, image, and likeness) budget, just short of $2 million. According to reports, LSU’s NIL budget ranked 13th among the 14 SEC teams. Coincidentally, the Tigers sit 13th at the table too, just above the South Carolina Gamecocks, who also spent less than them on their NIL.
Following in the footsteps of many other schools, LSU looks to bolster and prioritize its NIL strategy rather than look to replace the head coach despite the poor run the team faced. However, LSU’s struggles might not end just yet. The Tigers are the only team in the SEC who haven’t secured a win against the AP Top 25 teams, a source of concern and a poor showing for the storied university. Despite that, the recent win over the Sooners kept the side above .500, offering temporary reprieve. But the broader concern remains. With the bottom three NIL spenders utilizing just $2-3 million, one wonders: Where is the money getting allocated?
Spending big on stability, small on success
LSU offered McMahon a base salary of $400,000 on a seven-year contract. They supplemented this with an additional $2.2 million in compensation for the 22/23 season, increasing by $100K each year. Subsequently, the number is set to reach $2.8 million for the current season. Let us put things into perspective. SEC conference leaders, Auburn Tigers are believed to be spending $12+ million on their NIL budgeting. At the same time, their head coach earns $5.7 million, plus performance-related bonuses of up to $1 million. That means that the basketball head coach at the successful teams earns 45% less than what the university spends on incentivizing top talents with seal-tight NIL protection.
NEW: LSU is sticking with head basketball coach Matt McMahon, @Sheadixon reports
The school plans to increase its NIL budget after being one of the lowest spenders in the SEC this season…
Story: https://t.co/hFf6gFIH1h pic.twitter.com/WpXObkmyKx
— On3 (@On3sports) February 17, 2025
In comparison, LSU spends roughly 40% more on retaining its head coach than on NIL funding. It comes as no surprise that the two teams sitting at the bottom of the SEC conference are also the lowest NIL spenders. Whether one thinks of NIL investments as correlations or causations, top talent certainly follows the money. And if your program doesn’t help grow an athlete’s brand, they would be less likely to join your setup. NIL is king when it comes to a team’s success. At least that’s what the SEC table shows us.
The $800K hurdle arises from the need to reallocate funds to LSU’s NIL budget. Right now, McMahon’s salary consumes a significant portion of available resources. With the Tigers set on retaining McMahon’s services, we wonder how the university aims to overcome this hurdle. The Tigers’ insistence on retaining McMahon signals a commitment to long-term stability, but stability alone doesn’t win games in the SEC. It takes talent, and talent follows investment.
Another factor to consider: the men’s basketball coaching staff already earns less than the women’s coaching staff. Would reallocating funds within the athletic department help bridge the NIL gap?
To remain competitive, LSU must close the financial gap in NIL spending. Whether that means restructuring athletic department finances, rallying stronger booster support, or overhauling its NIL strategy, one thing is clear: standing still is not an option. In a league where money dictates success, the Tigers must find a way to invest or risk falling further behind.
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