Let AirForceDawg @ The Arch draw you a picture:
In Fiscal Year 2013, UGA’s Athletic Association realized $98.9M in revenues, $86M in operating expenses, and $9.6M in non-operating expenses (mainly debt payments). The $2.2M surplus was added to athletic association’s reserves (now $73.9M). Those reserves are offset by $109M in long-term construction debt.
Of the $98.9M, UGA Football raised $77,594,300 (~78.5%) while spending $26,325,257 (33.9%) of it on the program, making it the third most profitable program in FBS and the most profitable in the SEC (no trophy for that!). In comparison, Alabama was the fifth most profitable program in FBS, yet they chose to spend $14.2M more on their program that year than UGA did. Part of that money goes to pay their coaching staff ($5,635,803 more than UGA pays their staff). While Saban is the #1 paid Head Coach in FBS, Richt is tied for 18th. Similarly, Alabama’s assistants are the 2nd highest paid (LSU bested them by ~$285K) in FBS while UGA’s assistants are the 13th highest paid.
In other words, money should be no object.
This isn’t to advocate turning Athens into the next Knoxville. I don’t think anybody believes that would be a healthy development. But there shouldn’t be an ingrained reluctance to spend money on the football program in areas that would strengthen it. Even if that’s merely for perception purposes on the recruiting trail.