Home / Sports / NIL Spending: OSU Trails Texas Tech, But Leads Big 12
NIL Spending: OSU Trails Texas Tech, But Leads Big 12
24 Aug
Summary
- Oklahoma State football spent $22.1 million on NIL in 2026.
- Texas Tech leads the Big 12 in NIL spending at $33.3 million.
- OSU is within $2.4 million of second-place Houston in NIL spending.
As of 2026, Oklahoma State's football team has committed significant resources to Name, Image, and Likeness (NIL) deals, spending an estimated $22.1 million in 2026. This places them 40th nationally among power conference schools.
Within the Big 12 conference, the Cowboys are among the top six spenders. However, Texas Tech leads the conference with an estimated $33.3 million in NIL spending, nearly $10 million more than the next closest team and $11 million more than Oklahoma State.
Excluding Texas Tech's substantial investment, Oklahoma State is competitive within the Big 12. They are within $2.4 million of Houston, which ranks second in the conference with an estimated $24.5 million in NIL spending. This suggests the gap between OSU and most of the league is surmountable.
