Texas Tech HC Joey McGuire Reacts to SEC Commissioner Greg Sankey’s $4.22M Salary Amid Conference Revenue Decline

The college football landscape continues to evolve as the financial aspect of the sport becomes more scrutinized than ever. Recently, it was revealed that Southeastern Conference (SEC) Commissioner Greg Sankey earned $4.22 million in total compensation during the last fiscal year, marking a significant increase from the $3.55 million he made in 2023. However, this news comes at a time when the SEC’s total revenue saw a slight decline, dropping from $853 million to $840 million.

This revelation has sparked reactions across the college football world, including from Texas Tech head coach Joey McGuire, who has been vocal about the growing financial disparities between conferences. As the Big 12 continues to fight for national relevance in an era of SEC and Big Ten dominance, McGuire’s comments shed light on the ongoing debate regarding conference revenue distribution, coach and administrator salaries, and the future of college football economics.

SEC’s Financial Power vs. The Rest of College Football

The SEC remains the wealthiest and most powerful conference in college football, consistently leading in television contracts, playoff appearances, and recruiting dominance. Despite the slight drop in total revenue, the conference still brought in $840 million, largely thanks to its media rights deals with ESPN and CBS, bowl game payouts, and postseason revenue from the College Football Playoff (CFP).

The increase in Greg Sankey’s salary to $4.22 million reflects the commissioner’s role in expanding the SEC’s influence. Under his leadership, the SEC has:

• Secured a lucrative media deal with ESPN, set to fully take effect in 2024.
• Facilitated the expansion of the College Football Playoff to 12 teams, ensuring more SEC teams qualify annually.
• Integrated Texas and Oklahoma into the conference, strengthening its competitive and financial standing.

While the SEC remains a financial powerhouse, its slight revenue dip has raised questions about whether college athletics is reaching a financial plateau, especially with growing calls for player revenue sharing and NIL (Name, Image, and Likeness) reform.

Joey McGuire’s Perspective: The Big 12’s Financial Fight

Texas Tech’s Joey McGuire, a rising star in the coaching world, has taken a direct approach when discussing the SEC’s financial dominance and its impact on the rest of college football. While acknowledging the success and strength of the SEC, McGuire emphasized the need for the Big 12 to aggressively market itself and compete in the evolving college football economy.

“Look, nobody is surprised that Greg Sankey is making over $4 million,” McGuire said. “The SEC prints money with their TV deals and playoff appearances. But for the rest of us, especially in the Big 12, we have to find creative ways to close the gap.”

McGuire’s comments reflect a broader concern among non-SEC programs. The Big 12, ACC, and Pac-12 (before its collapse) have long struggled to match the financial muscle of the SEC and Big Ten, which consistently earn bigger TV deals and receive more national exposure.

With Texas and Oklahoma departing for the SEC in 2024, the Big 12 faces a crucial moment in its survival. Commissioner Brett Yormark has been aggressive in securing a new television contract with FOX and ESPN, ensuring that the Big 12 remains relevant. However, the SEC’s financial advantage remains clear.

McGuire continued:

“Our conference is in a good place with Brett Yormark, but we have to keep pushing for better deals, better branding, and more opportunities for our programs. We can’t afford to fall behind.”

Financial Disparity and Its Impact on Recruiting & Competition

One of the biggest concerns surrounding the SEC’s financial strength is its impact on recruiting and competition. The conference’s wealth allows its programs to invest more in facilities, NIL collectives, and coaching salaries, which gives it a clear advantage over other conferences.

Consider the following:

• SEC schools have some of the largest NIL collectives in the country, allowing them to attract elite talent.
• Coaching salaries in the SEC far outpace those in the Big 12, ACC, and Group of Five conferences.
• SEC teams spend more on recruiting budgets, allowing them to fly across the country to secure the best players.

McGuire acknowledged this reality but remained optimistic about Texas Tech’s ability to compete.

“At the end of the day, you still have to develop players, build a strong team culture, and win games on the field,” McGuire said. “Yes, the SEC has money, but football is still football. We’ve got a great program here at Texas Tech, and we’re going to fight for our piece of the pie.”

His words reflect a growing push among non-SEC programs to level the playing field, whether through NIL expansion, conference realignment, or innovative marketing strategies.

Future Challenges: Revenue Sharing, NIL, and the Changing College Football Landscape

While Greg Sankey’s salary increase is notable, the bigger discussion centers around the future of college football’s financial model.

• Revenue Sharing Debate – There is increasing pressure for players to receive a direct share of TV and postseason revenue, which could fundamentally change the NCAA’s economic structure.
• The NIL Arms Race – The rise of NIL has created a competitive imbalance, as wealthier programs can offer more lucrative endorsement deals.
• Conference Realignment & Media Rights – The Big 12, ACC, and other conferences must find ways to close the financial gap with the SEC and Big Ten to remain competitive.

With the College Football Playoff expanding to 12 teams in 2024, more conferences will have opportunities to share in postseason revenue. However, the question remains: Will the financial powerhouses continue to widen the gap, or can programs like Texas Tech find ways to compete?

Final Thoughts: The Battle for College Football’s Financial Future

The news of SEC Commissioner Greg Sankey’s $4.22 million salary increase highlights the continued financial dominance of the SEC. While the conference’s total revenue dipped slightly, it remains the undisputed leader in media deals, playoff earnings, and overall profitability.

Joey McGuire’s reaction underscores the frustration and urgency felt by programs outside the SEC. As the Big 12, ACC, and other conferences fight for relevance, the challenge will be finding new ways to market themselves, increase revenue, and remain competitive in the NIL era.

With college football undergoing a massive transformation, the financial battles off the field are becoming just as important as the games themselves. The next few years will determine whether non-SEC programs can adapt—or if the financial gap between conferences will continue to grow, creating an even greater divide in college athletics.