Oklahoma State’s latest NIL number may not look flashy, but it also doesn’t tell the whole story.
The Athletic recently dug into what power conference schools are spending on their rosters, pulling from 70 sources that included coaches, general managers, personnel directors, agents and others. The work was extensive enough to warrant three bylines along with the site’s colleges team.
Even then, the picture still isn’t complete. The figures are meant to reflect athletic department revenue, booster money and other school sources, but they do not include endorsement deals for athletes.
And even the schools themselves have reasons to shade the truth - coaches tend to undersell, while administrators tend to oversell.
Within that framework, the Cowboys landed just below the Big 12 average of $18-22 million. On paper, that sounds like a reason for concern. In reality, there are a couple of reasons Oklahoma State fans probably shouldn’t panic just yet.
One starts with where the program has been. Mike Gundy, Eric Morris’ predecessor, was never fully bought in on NIL or the transfer portal.
Oklahoma State’s two best seasons under Gundy in recent memory came in 2021 and 2023, when both forces were still taking hold across college football. By the time the Cowboys had to assemble the 2024 roster, the market had changed completely: transfers could move freely, and NIL had become both uncapped and everywhere.
That transition came after two bad seasons that ultimately pushed Gundy out. It also helped change the mood around the program.
The coaching change gave boosters a new reason to invest, and while the win over Oregon helped, the Cowboys’ backers still want more before opening up fully. That helps explain why Oklahoma State is behind in these numbers.
The other reason not to overreact is simple: money matters, but it doesn’t solve everything.
Texas Tech spent heavily and used that firepower to reach the Big 12 title game last year, but the season still ended with a loss to Oregon in the College Football Playoff quarterfinals. Big spending can buy talent, but football teams are never built by one checkbook alone.
There’s real danger in putting too much weight on one splashy addition. Texas Tech reportedly spent $5 million on quarterback Brendan Sorsby, though it also had quarterback Will Hammond in the mix.
Morris has made his own bet on how to build this roster. Oklahoma State leaned hard into the transfer portal this offseason because much of last year’s team had already left, and the goal was to put a mature, competitive group on the field right away.
But that doesn’t mean the portal is the only lane. Morris and his staff are still recruiting aggressively, and they’ve already shown they can develop players.
That development piece is already visible in the offense. The Cowboys’ three best offensive players - quarterback Drew Mestemaker, running back Caleb Hawkins and wide receiver Wyatt Young - all came through North Texas and played one or more seasons for Morris there. Oklahoma State is benefiting from that work now, and future recruits can see the path it created.
So yes, NIL will keep mattering. The Cowboys sitting behind much of the Big 12 in black and white doesn’t exactly feel great.
But the bigger point is that Oklahoma State’s success won’t come from one number alone. Morris is trying to build a program that can use every tool available to bring talent to Stillwater, and that’s the plan now and moving forward.
In Other News...
Oklahoma States Oregon Upset Looks Bigger With New Ducks Concerns
Oklahoma States win over Oregon already stood out as one of the seasons early jolts, and it looks even more meaningful now that the Ducks have spent the first two games dealing with the fallout. Oregon entered the matchup ranked No. 21 and has had to navigate injuries and an inconsistent offensive line while trying to find some rhythm offensively, even as the scoring and points allowed have both been trending in an uneasy middle ground.
The schedule offers a brief chance to steady things with Portland State up next, but the bigger issue is what comes after. Oregon will need to look more like a contender quickly with No. 12 USC waiting in week 4, and the Ducks still have plenty to sort out before that test arrives. [Read more 🡒]
Oklahoma State's Oregon Upset Looks Even Better After What Cowboys Spotted
Oklahoma States upset of Oregon is looking smarter in hindsight, and the reason is starting to come into focus from both sidelines. The Cowboys defense found something in Ducks quarterback Dante Moores pre-snap behavior, a subtle edge that helped the linebackers stay a step ahead during a game that turned into one of the more notable wins on the schedule. Moore has since acknowledged the issue and said he is willing to clean it up, while Oregons offensive staff has said the tendency has already been addressed.
For Oklahoma State, the detail matters because it speaks to how the Cowboys were able to make an already difficult matchup even more uncomfortable. When a defense can pick up clues before the ball is snapped, it changes how fast it can react and how confidently it can play. Oregon, of course, will keep working to erase anything that gives opponents a read, but the fact that its coordinator also noted tendencies can be used strategically leaves room for a chess match the next time these teams end up on the same field. [Read more 🡒]
Oklahoma State Fans Just Got A Telling Look At Week 3 Plans
The Cowboys are back home in Boone Pickens Stadium on Saturday evening, and the Week 3 visit from Murray State now comes with a clearer picture of how Oklahoma State is lining up after its win over Oregon. Kickoff is set for 6:00 PM on ESPN+, and the updated depth chart offers a fresh glimpse at where the staff is settling in as the nonconference slate rolls on.
For a team still trying to sort out its best combinations, the most interesting part is how many places still appear open or fluid on the depth chart, especially in the trenches and among the pass-catching options. Those kinds of details matter in a game like this, because even against a Murray State team coming off a win over Valparaiso, the Cowboys can use Saturday night to keep refining roles before the schedule gets tougher. [Read more 🡒]