A decade after joining the Big Ten Conference, the University of Maryland spends a fraction of the amount on football compared to its top rivals, raising questions about its ability to challenge for a conference championship. It is occurring.
According to Maryland's total budget, Maryland spent $30.8 million on football in fiscal year 2022, the last period for which comparable numbers are available. By comparison, Ohio State will spend $69.1 million, Penn State $57.6 million, Michigan State $52.4 million and Michigan State $51.2 million. Baltimore Sun and conference numbers from the independent Knight-Newhouse college athletics database.
Maryland's football spending exceeds only Illinois ($29 million) and Purdue ($24.8 million) in a 14-team conference that will add Southern California, UCLA, Washington and Oregon State next year. Ta.
The Big Ten median was $40.7 million. This figure is for the financial year ending June 30, 2022. Northwestern University is a private university, so expenditures were not available.
Maryland is investing more in football because it competes with so many big programs. Its spending increased 90% from $16.2 million in 2014 to $30.8 million in 2022, according to records obtained through a Maryland Public Information Act request.
“It's been a pretty significant increase, and it's going to continue to increase,” said Jason Yellin, a spokesman for the athletics department. “We will continue to make smart investments.”
Median football spending at Big Ten schools increased over the same period, but not by as much. The median price went from $26.7 million to $40.7 million, an increase of 52%.
After 61 years in the Atlantic Coast Conference, Maryland aims to improve its football program, rejuvenate its fan base and provide long-term financial security for its athletics department through league-wide revenue sharing. , joining the more profitable Big Ten in 2014.
After going 8-5 in 2022 (4-5 in conference games), football coach Mike Locksley told reporters in August before the start of last season. Championship. In the four times I've appeared before you, you've never heard me say that, but I think the time is now. ”
The Terps posted the same 8-5 record, finished fourth in their division and won a bowl game for the third consecutive year. This was a school record.
At the time of the conference jump, Maryland had two years to cancel seven sports due to budget constraints.
2023 Big Ten Penn State, Maryland Terrapins
Karl Merton Ferron/Baltimore Sun Maryland fans stand up for the opening kickoff against Penn State during a sold-out game in College Park on Nov. 4, 2023. (Karl Merton Ferron/Staff)
Maryland “started pretty far back. They just lost all these sports, and the Big Ten was a big problem solver,” said Karen Weaver, an adjunct professor and college sports expert at the University of Pennsylvania's Graduate School of Education. Told.
“But they realized how much they had to catch up on things like facilities, coaching salaries and travel expenses.” [demands] changed. “
In 2021, Maryland opened Jones Hill House, which includes facilities such as a football practice field, strength and conditioning rooms, locker rooms, an auditorium, and a dining area. The complex, which also includes a research center and other non-sports facilities, underwent an extensive fundraising campaign and cost more than $200 million, according to the school.
Although the campus home was completely renovated, the football team's progress in the conference was uneven.
The Terps have never finished above .500 in Big Ten play and are 27-57 in the conference. However, their 8-10 conference record in 2022 and 2023 marked their best performance in the two years since joining the league.
“Money doesn't always lead to winning. Look at professional sports and their teams,” Yellin said. “You have to make the right investments at the right time.”
Maryland's move to the Big Ten was a “double-edged sword,” said Jonathan A. Jensen, a sports marketing expert at the University of North Carolina at Chapel Hill.
Meanwhile, Jensen said Maryland needs to significantly increase its football spending to have “moderate success year after year” against the big powers.
At the same time, the school is now in a conference that continues to grow as other conferences, such as the Pac-12, fold. In August 2022, the Big Ten will complete a seven-year media rights deal with Fox, CBS and NBC that is expected to generate more than $1 billion in annual revenue.
The Big Ten led the Power Five conferences in total revenue in 2022, with $845.6 million, according to USA Today. Maryland received $48.8 million in conference revenue sharing in fiscal year 2022 and $57.1 million in the year ending June 30 of last year, according to the school's annual report to the NCAA.
Jensen said Maryland “has the security of remaining at the highest echelon of college athletics.”
