Athletic Departments, even the most well run, can be an odd animal. Most coaches were elite athletes and are alpha dogs. They are driven to make their team the best. They can be singularly focused.
The Athletic Director has to try to keep all those alpha dogs happy. Coaches in big revenue sports like FB and MBB are always going to want more- pay (them or their assts), facilities, travel budget, recruiting budget, etc. Now they are battling over House & NIL $.
Athletic Director's have to worry about all the above, plus fundraising, compliance and Title IX. Everything I've read/heard is that most schools are allocating 90-95% of the House Settlement money to FB & MBB. I can pretty much guarantee there is going to be a Title IX lawsuit in the next few years citing the 90-95% payouts to men's athletes isn't proportionate. So I am sure a good Athletic Directors are trying to protect their schools by their distribution of House/NIL $.