Louisiana Tech's Sonny Cumbie redirecting salary to boost player benefits

Louisiana Tech coach Sonny Cumbie will remain with the Bulldogs through the 2028 season, with a new contract that funnels part of his salary into player benefits and football program departments, ESPN's Adam Rittenberg reported Thursday.

In the NIL era, building a roster is now a year-round, high-stakes game — and for Group of Five programs such as Tech, finding the money to sign and keep players has become just as crucial as on-field strategy.

Cumbie agreed to allow Louisiana Tech to allocate $155,000 of his contract to players and coaching staff. On a typical NCAA 85-man roster, that would provide each player roughly an extra $1,700 per year.

While this amount may not match what players receive at Power Five schools, it could give Louisiana Tech a boost in recruiting — a proactive step for a school whose athletic budget and NIL resources pale in comparison to its SEC neighbors.

When the House vs. the NCAA ruling went into effect on July 1, 2025, it created a new world in which schools could use revenue from TV, ticket sales and sponsorships to make payments directly to student athletes.