We have all lamented why UCLA doesn't have more NIL money.
Big cities don't seem to really have great sports programs. You don't find many elite programs in New York, Chicago, Boston, Dallas, Atlanta, and San Francisco.
Most of the top programs are in more rural areas. Los Angeles is a bit of an outlier in that UCLA and USC have traditions of success in various sports.
Why? I am guessing a diverse population from different universities, more things to do, traffic, and multiple universities in a city.