Wisconsin is in a very different place this season than they were a year ago. Luke Fickell had patched together a roster and was hoping somehow it would work itself out, facing down the toughest schedule in the country. Now, in 2026, the roster is better on paper, and the schedule is too. Fickell seems vastly more optimistic, and one of the big reasons is that the NIL is finally flowing for the Badgers.
Luke Fickell met with reporters ahead of his podium appearance at the Big Ten Media Days. He was asked about the increased investment in NIL. While he wouldn't describe exactly how much money is flowing into the football program, he did say, "We're in the mix now. We're not on the outside [looking in]. Two years ago we couldn't even get some kids to step foot on campus." Fickell says that's now changed.
What's changed? Well, Wisconsin is finally catching up to the revenue-sharing model and the NIL precedents of the Big Ten. The Athletic ran a report yesterday about Wisconsin's increased spending, and it's north of $25 million, but it also said something scathing about Chris McIntosh and Fickell's original jump into the pay-to-play model.
Luke Fickell on the increased investment in NIL:
— Rajeev (@RajeevBadgers) July 28, 2026
"We're in the mix now. We're not on the outside."
"Two years ago we couldn't even get some kids to step foot on campus."#B1GMediaDays @BadgerFootball @TheBuckyReport
Luke Fickell's increased budget has helped rebuild a roster that can compete in the Big Ten
Related: New Luke Fickell report on refusing to quit should win back Wisconsin doubters
Fickell and McIntosh weren't ready for the uptick in spending that college football required and didn't know how to adjust. It took years to figure it out, and in many ways it appeared that McIntosh assumed the grass would get greener without watering it. While he ultimately bailed on the Badgers while Fickell decided to be the guy who helped fix things, one thing McIntosh did on the way out was turn on the hose. Now the grass is getting greener.
When Fickell talks about recruiting and the transfer portal, he was serious when he said he couldn't even get players to come visit, knowing there was no way Wisconsin would give them the money they wanted; that's bad. Now, Fickell says things have changed. And it's noticeable. The roster is vastly better than it was a year ago, and while it hasn't yet translated to the field, 2026 will be the real test; it's coming.
Fickell is also facing down a much easier schedule with a roster that can take advantage. The Big Ten Media Days portrayed a different Fickell. Last year, it felt like a lot of posturing and propping his team up. This year, it almost feels like Fickell is licking his chops.
The start of the season will be brutal, facing off against a top-5 team in Notre Dame, but the rest of the year is manageable and even doable. There isn't another opponent on the schedule like the Irish. Even USC has problems, Penn State has a new coach, and Iowa is the same as it's been for decades. This is the year that Fickell has to take advantage, and his increased spending will help a ton.
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