Purdue Athletics operates at surplus despite spending more gold. What to know
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WEST LAFAYETTE — Increased revenue from the Big Ten media rights deal – as well as the conference’s success in the first 12-team College Football Playoff – allowed Purdue to cover increased athletic spending in 2024-25.
Per the university's NCAA revenue and expense report for that fiscal year, Purdue’s athletic revenues increased by 11.6% over 2023-24, to $150.5 million. The largest drivers were $62.8 million in media rights revenue – a $12 million increase – and $10.6 million in Big Ten postseason distributions, up by nearly $3 million.
Purdue’s expenses increased by an even greater percentage – 14%, to $149.6 million.
All NCAA athletic programs were required to submit this report for the previous fiscal year by Jan. 15. IndyStar obtained Purdue’s via public records request.
The report does not contain any information relative to revenue share expenditures to athletes. That program did not go into place until July 1 of last year.
How Purdue athletics brought in money in 2024-25
The Big Ten’s $7 billion-plus media rights deal went into effect in 2023. However, the revenue grew in Year 2 as some partner networks, such as CBS, expanded their number of games.
The $62.8 million represents nearly 42% of all athletic department revenues. The second-biggest revenue source, contributions from donors, decreased slightly to $27.69 million (down 4.6%). That was partially offset by a 2.9% increase in ticket sales to $23.57 million.
Men’s basketball ticket sales increased by over $550,000, while volleyball increased by over $190,000. Football ticket sale revenue increased by $77,000 despite one fewer home game. A home slate including Notre Dame, Nebraska and Penn State likely contributed.
According to the CFP, each of the power conferences received a base amount of approximately $93 million for 2024. Ohio State’s national championship run – as well as semifinal appearances for Oregon and Penn State and Indiana’s qualification – generated an additional $58 million before travel expenses, distributed equally among all Big Ten teams.
Other Big Ten programs earned additional revenue for all league teams via bowl participation. Big Ten football postseason success accounted for approximately 7% of Purdue’s athletic revenue.
Purdue continued to report $0 in student fees, government support or direct or indirect institutional support. In 2023-24, it was one of five Big Ten public universities — including Michigan, Nebraska, Ohio State and Penn State — which did not take student fees or direct institutional support.
Athletic director Mike Bobinski said recently that would likely change for the current fiscal year. University assistance will be necessary to account for the $20.5 million in revenue share with athletes.
How Purdue athletics spent money in 2024-25
Fallout from the 1-11 2024 football season shows up in the report. Buyouts paid to former football coach Ryan Walters and assistants comprised the bulk of Purdue's $2.25 million in severance payments. Per terms of Walters' contract, the first seven monthly installments for his buyout totaled $1.79 million. Monthly installments continue through December 2027.
By contrast, Purdue reported less than $70,000 in severance payments in 2023-24.
Separate from severance, though, football drove increased spending on all staff in 2024-25.
Coaching salaries increased from $23.16 million to $27.39 million — an 18.4% increase. Support staff and administrative salaries also increased 12.4% from $24.14 million to $27.15 million.
Most of the increase in both categories went to a larger salary pool for football coach Barry Odom and his staff, as well as the creation of additional football scouting and front office positions.
Among other notable income and expenditures:
- Football recruiting spending decreased by 16.5% between 2023-24 and 2024-25. Men’s basketball spent 5.7% more on recruiting.
- The opening of the $11 million Purdue Student-Athlete Dining Facility triggered increased spending on athlete meals. The roughly $5.2 million spent equated to a 27.4% increase. According to an athletic department spokesperson, the new facility allowed Purdue to provide higher quality dining options and do so in increased volume.
- Spending on uniforms and equipment increased from $2.52 million to $4.36 million. A spokesperson said this resulted from changes in Purdue's contract terms with Nike.
- Men’s basketball brought in slightly under $21 million, a 20% increase. Expenses went up 8.8% to $14 million.
- Volleyball crossed the $1 million mark in revenue, increasing by 72% to $1.12 million. Women's basketball brought in $993,747.
- Revenue increased for several Olympic sports such as track and field ($138%), soccer (70%), men’s and women’s golf (66% and 45%), wrestling (62%), softball (55%) and men’s and women’s tennis (38%).
Purdue said that mostly reflected an accounting change in accordance with increased scholarship limits. Monies from the Purdue Research Foundation, which previously went directly to the scholarships, now touches the athletic department’s books first.
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This article originally appeared on Indianapolis Star: Purdue Athletics financial report revenue growth, spending, football
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