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How State Tax Dollars Are Funding College Athletic Programs

College sports have entered a new financial era. Student-athletes can now earn money from their name, image, and likeness (NIL), Division I schools are allowed to share revenue directly with players, and athletic departments are spending more than ever to remain competitive.

As a result, taxpayers are increasingly becoming part of the financial equation.

An Associated Press analysis found that a growing number of states are directing public money toward college athletic programs as universities struggle with rapidly rising expenses. Rather than paying star players directly, states are covering facilities, debt, and other athletic overhead. This frees up university funds that can then be redirected elsewhere, including toward athlete compensation.

The Factors Driving Soaring College Sports Costs

This financial transformation has occurred remarkably fast.

The 2025 House v. NCAA settlement cleared the way for Division I schools to share revenue directly with athletes. At the same time, schools continue to spend heavily on coaching salaries, facilities, recruiting, and travel—especially as conference realignment forces teams to travel much further across the country.

According to the AP’s analysis of the Knight-Newhouse College Athletics Database, operating expenses at public Division I programs rose by nearly one-third in just four years, outpacing revenues and contributing to widening deficits.

How Different States Allocate Public Funds

There is no single approach to state support. Instead, state lawmakers are finding unique ways to assist their universities.

For instance, North Carolina directs a portion of its sports betting tax revenue to public university athletic departments. A recent budget change expanded this support to the University of North Carolina at Chapel Hill and North Carolina State University, with both projected to receive $3 million this year and $5.8 million next year.

Louisiana raised its sports wagering tax, earmarking approximately $2.2 million for each of 11 public universities with Division I football programs.

State funding and taxes

Connecticut has taken a different route by authorizing the University of Connecticut to offer state tax credits equal to half the value of qualifying donations, sponsorships, and licensing endorsements. The AP reports this program generated $1.7 million in its first four months.

Meanwhile, Wisconsin’s budget includes $14.6 million dedicated to athletic facility debt payments at the University of Wisconsin-Madison.

Are Tax Dollars Directly Funding College Athletes?

In most cases, the funding is indirect.

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Public dollars generally cover expenses that the university would otherwise have to pay out of its own pocket. If a state covers millions in facility debt, for example, the athletic department can redirect its other revenues toward competitive priorities, including attracting and retaining players.

Wisconsin state Representative Alex Dallman, who sponsored his state's funding legislation, acknowledged this dynamic in the AP report. While the state money is not technically paid to athletes, covering overhead costs allows the university to use its own funds for NIL or other programs.

The Potential for Higher Compensation Costs

The financial pressure on universities is likely to escalate.

Pending federal Senate legislation could allow schools to spend an additional $27.5 million annually to retain athletes. According to the AP's analysis, this could push the player-payment ceiling close to $50 million per school.

Critics express concern that without limits on overall spending, additional public funding may simply fuel further competition between schools trying to build the most expensive athletic programs.

Tax compliance for sports income

The Evolving Tax Obligations for Student-Athletes

While states debate athletic funding, there is another critical tax story on the receiving end of these deals.

The IRS makes it clear that money and benefits received through NIL agreements are generally taxable. This includes cash, endorsements, social media income, royalties, merchandise, gift cards, services, and non-cash perks.

Depending on how athletes are classified and paid, this income may be subject to self-employment taxes, requiring quarterly estimated tax payments. The IRS also warns athletes to track where they perform NIL services, as playing or working in different states can create multi-state tax obligations.

Navigating the Evolving Tax Landscape

College sports are no longer just funded by ticket sales, television deals, and boosters. The financial model is changing rapidly, and public tax dollars are now helping some university programs stay competitive.

While the policy debate over whether this is a wise use of public funds continues, one thing is certain: as money flows deeper into college sports, the tax rules governing universities, donors, and athletes will only grow more complex. Contact our team today to schedule a consultation and learn how we can help you stay compliant in this shifting environment.

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