This is a topic I'm passionate about.
Revenue does NOT translate into winning, simply look at how The Big Ten has been doing in bowl games.
Big Ten schools indeed are recipients of large sums of cash due to the conference being a cash cow. If I were commissioner here's what I would do.....I would set benchmarks as to how that money is going to be spent by member schools. The hiring of competent assistant coaches and upgrade of facilities would be mandatory when I'm giving you literally millions of dollars. Instead of padding the salary of coaches like Ferentz that aren't getting it done.