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Top football programs basically fund entire athletic departments. So in order to maintain a top brand, paying an excellent coach 10% of your budget doesn't seem to be a bad investment.

See http://online.wsj.com/article/SB122853304793584959.html?mod=...

The football teams at most major universities are profitable, and the coaches' salary come out of the teams earnings. At my university, the football team ended up funding most of the athletic teams in unprofitable sports.

If you want to win at football, you most definitely need a good football coach, and the markets for pro football coaches and college football coaches are hardly separate. So you have to pay college football coaches somewhere in the ballpark of pro football coaches.

If you want to be successful in business, you most definitely need a good CEO...etc.