After a few very dark seasons of Wisconsin Badger football, things are finally looking like they are on the upswing, as optimism continues to grow ahead of the 2026 season. One of the largest reasons for this growth can be traced back to a noticeable uptick in spending that the Badgers and Luke Fickell have had the luxury of enjoying.
Wisconsin’s NIL budget has reportedly grown exponentially, taking the program from a bottom-third team in the Big Ten, NIL-wise, to having a budget of more than $25 million, according to The Athletic. This budget has allowed the Badgers to go out and get talent such as Old Dominion transfer Colton Joseph, Missouri transfer Marvin Burks and Iowa State transfer Abu Sama, all of whom project to make a large impact in every game next year.
Luke Fickell’s best Cincinnati teams were built around a true dual-threat quarterback in Desmond Ridder—a QB who could beat you with his arm, extend plays with his legs, and force defenses to account for him on every snap. Wisconsin hasn’t had that type of quarterback under… https://t.co/w9GPlWflLq pic.twitter.com/BKL3p4PvL4
— The cfb lliason (@realfbllliason) July 27, 2026
With this uptick in spending, of course, comes an uptick in expectations, but for the first time since Fickell has been in town, one could make a fair argument that he has the resources necessary to build a truly competent roster. Whether this roster can live up to expectations or not remains to be seen, but at the very least, things are moving in the right direction.
What a Budget Provides
It isn't just high-end talent that the Badgers have brought in either, as having the kind of money they do now also allows them to acquire proper depth at each position. That depth helped them particularly at the quarterback spot, a position that has been riddled with injuries in recent years.
Wisconsin was, of course, able to bring in Joseph, who was their top target in the portal and a guy who could very well transform this offense. However, behind him, guys like Deuce Adams, Ryan Hopkins and Carter Smith have each shown flashes of competency to some extent.
It isn't just the quarterback room that has been on the come-up either. Seemingly every position — running back, defensive line, linebacker and secondary — has the necessary depth. Even at punter, Wisconsin has multiple guys who have proven themselves to be starter-level talents at the Big Ten level.
The Badgers still have their questions, of course, and at the end of the day, the success of the program is not predicated on the talent they bring in, but rather whether Fickell and his staff can blend the group into a cohesive, well-oiled machine. For now, the future of Wisconsin football remains a mystery, but for the first time in a while, optimism is in the air.
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