NIL deals have transformed the financial landscape of college basketball, with compensation for players and staff reaching new highs. Now, a college basketball general manager is set to earn more than $1 million this season, a milestone that highlights just how much the business of college sports has changed.
Some fans believe the North Carolina Tar Heels are at the center of this shift, pointing to the school’s influence on the evolution of NIL rules.
Director of Sports Management at Loyola-Chicago Gives Take on Rising College Basketball Salaries
As college basketball’s popularity grows, salaries for certain roles are climbing, especially at top programs. Positions that once paid modestly now offer much higher compensation, reflecting the sport’s increasing commercialization.
Noah Henderson, director of sport management at Loyola-Chicago, recently discussed this trend.
In a post on X, he wrote, “WOW… we could see a college basketball GM hit $1M+ this season–with an $850K base and incentives pushing potential compensation to approximately $1.5M.” Henderson’s comments show how college basketball’s economics are shifting, with programs investing more in leadership roles.
WOW… we could see a college basketball GM hit $1M+ this season –with an $850K base and incentives pushing potential compensation to approximately $1.5M
Naturally, I get this contract right after dropping my deep dive on 10 other GM deals
Read it here: https://t.co/lp2x5tFWoY pic.twitter.com/NHszh9Yjeo
–Noah Henderson (@NoahImgLikeness) July 1, 2025
Henderson’s statement highlights the growing financial influence of NIL in college sports. For example, North Carolina’s general manager, Jim Tanner, is earning $850,000 in 2025.
Reports suggest incentives could push his total compensation higher, though there is no confirmation of a $1.5 million total. In January 2025, USC made headlines by hiring Notre Dame’s general manager at a $1 million salary, which was the highest known for a college basketball GM at the time.
Tanner was hired in February 2025 as North Carolina’s first men’s basketball general manager. His contract is for $850,000, not over $1 million as a base, though incentives could increase his total pay. Reports indicate Tanner likely took a pay cut from his previous work as an NBA agent, where he earned about $2.6 million a year.
Today, general managers in college basketball are responsible for more than just traditional team operations. They also handle NIL deals and player payments, which have become key parts of the job.
This shift is part of a broader trend of rising salaries for coaches and support staff, as NIL deals bring more money into college programs. Ten years ago, most basketball GMs made far less, with some earning under $250,000 a year.
The average NCAA general manager salary is now $152,288, with most earning between $130,020 and $172,958 as of June 2025. UNC’s $850,000 contract for Tanner stands out and shows how the market is changing for top programs.
Top schools now offer much higher salaries, fueled by more funding from private donors, sponsors, and media deals. These changes all stem from the 2021 NIL rule updates, which allowed players and staff to profit from their name, image, and likeness.
As NIL deals grow, their impact on college basketball becomes even clearer. UNC’s NIL payroll for men’s basketball is now reported at over $14 million for the 2025-26 season, nearly triple what it was the year before.
With schools like UNC leading the way, fans and insiders are starting to question how these deals will affect the financial structure of college sports in the future. Some wonder if salaries will keep rising as programs compete to stay ahead in a changing market.
NIL’s impact on college basketball is clear, and its influence is still growing. With general managers like Tanner earning high six-figure salaries and NIL deals expanding, the business side of college sports has changed for good. Whether or not everyone agrees with the changes, it is obvious that money and management now play a central role in college athletics.