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There is a saying that goes "Those who can't do, teach", and it is usually levelled at those not doing a great job in their profession. However, in all walks of life, a good teacher or coach can elevate those below them, and it takes a very specific set of skills to do this at the highest level.

While football coaches will be judged by the results on the field, there is a lot more that goes on behind the scenes, and it can be a very stressful but rewarding profession to enter. We explore how much coaches can earn at different levels, and what it takes for them to get there.

The Massive Revenue Generated by Football

The NFL alone was responsible for generating around $23 billion in 2024, but this only covers the direct income of the league and the many deals it generates. When you consider the money generated by non-professional football, it rises significantly.

Not only do sportswear and equipment brands factor into this, but other industries are also impacted, with transportation networks benefiting from fixtures, local businesses enjoying greater footfall, and the sports betting industry also being impacted.

NFL betting is expected to reach $30 billion in handle this year, and consumers who seek expert advice on the best betting sites and latest fixtures will generate significant online traffic. With this in mind, the coaches responsible for team performances find themselves under massive amounts of pressure from those in charge of the clubs they work for, team sponsors, and the paying public.

How Coaches Earn Their Roles

Many teaching roles will have well-defined routes of progression, with years of training and dedicated college courses helping people get into the profession. Football coaching is slightly different, with many coaches working their way up directly through the industry.

Experience

Experience is a massive part of football coaching, with many coaches progressing from playing to smaller coaching roles as they get older. 

Playing experience is invaluable to football coaching, with the difference between the theory of different plays and the reality of putting them into practice only realised by those who have played the game. Coaches who have played at a high level will understand what it takes for players to reach certain levels, as well as the pressures and the physical toll of long seasons and hard training sessions.

Coaching experience can also begin at lower levels through recreational and grassroots teams, with successful coaches often being scouted like the top playing talent. Moving into other specific coaching roles (defense or attack) and assistant roles can help them work their way up to becoming head coaches of teams.

A proven track record at any level is important to how a coach can progress, and being able to build upon success and implement a team ethic and direction can take them to the top.

Qualifications

Qualifications can be a useful addition to experience, but they are not strictly necessary. While the NFL does not require any specific coaching qualifications, coaches can still benefit from courses that can expand their knowledge of the game and the human body.

At lower levels, basic first aid qualifications can be a benefit when there aren’t medical professionals on the team. Formal coaching programs might not be a requirement, but they show that a coach is willing to consider all options to improve their skills, and they can help to identify and rectify weaknesses in their coaching style.

Finding candidates with the required leadership and communication skills, playing and coaching experience, public relations skills, and the ability to improve athletes is not easy, and coaching programs can help to hone skills in preparation for stepping up to the next level.

Football Coach Earnings

As with most professions, earnings will differ depending on the role, the experience of the candidate, and their success. This is true for football coaches, with the level of the game the coach is at dictating how much they are likely to earn.

College Football

Lower division and college football coaches will typically be at the lower end of the spectrum for coaching salaries, with an annual salary of around $90,000 a decent average. Lower division coaches and assistants will typically fall between the $40,000 to $90,000 range.

However, the higher end of college football is a breeding ground for future NFL stars, and some of the best coaches can be found among the Power Five, with salaries reflecting this. Ryan Day, the head coach of Ohio State, signed a 7-year deal worth $87.5 million in 2025. This includes an annual base rate of around $2 million, which is supplemented by bonuses, promotional income, and media pay.

Professional Coaching

While the very top end of the salary scale among college football coaches can reach $10 million to $12.5 million per year, NFL coach salaries can start anywhere from around $4 million per year for new and less experienced coaches, right up to $20 million, the amount currently being earned by the Kansas City Chiefs' Andy Reid.

Reid has been the Chiefs' head coach since 2013 and led them to five of the last six Super Bowl finals, winning three of them. It is this level of consistent success that makes him the highest-earning NFL coach at present.

As commercial deals help generate more and more revenue for the NFL and its member teams, it is likely that these salaries could continue to rise for the foreseeable future. Successful teams with big-name stars can draw massive crowds and attract huge sponsorship partnerships, making it worthwhile to invest heavily in a quality coaching setup.

Conclusion

Football coaching is a dream job for a lot of people with a passion for the game, but it takes hard work and dedication. Because of this, even the lower-tier coaches can earn a good wage, with the promise of fortune awaiting those at the top of the game.