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The New Power in the Big 12? All Signs Point to Texas Tech

College athletics isn’t just changing—it’s being overhauled. With NIL now fully embedded in the ecosystem and the House v. NCAA settlement looming, the old guard of amateurism is long gone. We’re entering a new era—one where revenue sharing, player compensation, and collective bargaining aren’t fringe hypotheticals; they’re the foundation. For most programs, this kind of […]

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The New Power in the Big 12? All Signs Point to Texas Tech

College athletics isn’t just changing—it’s being overhauled. With NIL now fully embedded in the ecosystem and the House v. NCAA settlement looming, the old guard of amateurism is long gone. We’re entering a new era—one where revenue sharing, player compensation, and collective bargaining aren’t fringe hypotheticals; they’re the foundation.

For most programs, this kind of disruption feels like a tidal wave. But for a select few, it’s an opportunity.

Nowhere is that more apparent than in the Big 12. The league, freshly abandoned by Texas and Oklahoma, finds itself searching for a flagship. The SEC has a red carpet of blue bloods: Alabama, Georgia, LSU, and now the Longhorns and Sooners. The Big Ten boasts brands like Ohio State, Michigan, and Penn State—programs with institutional clout and generational staying power. But the Big 12? It’s a collection of gritty, often-overlooked contenders fighting to matter on a national scale.

 

That’s where Texas Tech enters the chat. The Red Raiders aren’t just reacting to the NIL era—they’re thriving in it. And as the landscape of college sports resets, the folks in Lubbock might be the league’s best shot at a new-era standard bearer. A knight in shining armor—but not in the traditional sense—built on timing, ambition, and a checkbook that remains open.

Leadership Over Dollars: Why Intent Drives Texas Tech’s NIL Strategy

What separates Texas Tech isn’t just the money—it’s the intention behind it. NIL isn’t a side hustle in Lubbock—it’s the model.

That foundation starts with The Matador Club, a well-organized, well-funded NIL collective that has operated with clarity from day one. But the muscle behind it is Cody Campbell, the former Tech lineman turned energy mogul who’s become one of the most influential figures in college athletics. His recent invitation to co-chair President Trump’s proposed “Commission on College Sports” wasn’t a surprise for those paying attention—even if the commission never came to fruition. The ask alone spoke volumes. Campbell doesn’t just write checks—he writes the playbook.

It’s why Tech led the nation in NIL-driven spending during the 2025 football transfer portal cycle, outpacing even SEC programs desperate to patch holes. Joey McGuire’s staff didn’t just land names—they landed starters. Difference-makers. Players who picked Lubbock over bigger markets and flashier brands did so because the vision was clear and the compensation was real.

Portal Power: How Texas Tech Built the Top Transfer Class in 2025

While the Red Raiders have long flirted with relevance, what they’ve built under Joey McGuire in the NIL era is something entirely different: sustainable power through the portal. No program in the country—not in the SEC, not in the Big Ten—landed a better 2025 transfer class. Not one.

Texas Tech outspent virtually everyone.

But this wasn’t a desperate arms race. It was targeted, methodical roster construction. McGuire and his staff didn’t just hunt for names—they evaluated need, character, and scheme fit. Then they closed the deals. Not with empty promises, but with structure and financial backing that actually delivers. That approach has brought top-tier talent to Lubbock across every position group, from blue-chip edge rushers to Power Five-tested offensive linemen and skill talent.

 

The result? A roster deeper and more complete than any Texas Tech has fielded in the modern era. There’s real buzz now—not just inside the facility, but across the league. Because when you combine elite evaluation with NIL muscle, you don’t just reload. You leapfrog.

NiJaree Canady and the NIL Blueprint for Softball Dominance

Softball might be the clearest lens through which to see just how transformative NIL can be when wielded with vision.

When NiJaree Canady entered the transfer portal, she was already the most dominant pitcher in the country—a generational talent with All-American honors, a Pac-12 title, and a reputation for rewriting stat sheets. What she didn’t have yet was a seven-figure NIL deal or a platform willing to build around her.

Texas Tech gave her both.

The Red Raiders didn’t just land Canady—they built a championship program around her. And the results? Historic.

In her first season in Lubbock, Tech tore through the Big 12, winning its first-ever regular-season title and backing it up with the program’s first conference tournament crown. They swept their regional, dominated their super regional, and this week, they’re headed to their first Women’s College World Series Championship Series after knocking off four-time defending national champion Oklahoma—a feat that, until now, bordered on unthinkable.

Canady didn’t just anchor the team; she raised its ceiling. Her presence elevated the expectations, the recruiting, and the national profile of the entire program. She’s the most valuable NIL investment in women’s college sports—not just because of what she costs, but because of what she delivers.

And the best part? She chose Texas Tech over the sport’s traditional powerhouses. Over legacy. Over location. Because in this new era, belief backed by investment wins. And nobody’s doing that better than the Red Raiders.

 

Basketball Buy-In: How McCasland Turned Tech Into a Big 12 Threat

Success in one sport doesn’t always translate across an athletic department. But in Lubbock, the standard Canady set in the circle has rippled far beyond the softball field.

Just ask Grant McCasland.

Texas Tech men’s basketball is now one of the most well-positioned programs in the country—not because of blue-blood cachet or NBA draft pipelines, but because of the same NIL-first strategy that brought Canady to town. McCasland’s second season was a masterclass in portal construction and program cohesion. He brought in impact transfers—including Big 12 Player of the Year JT Toppin—kept key pieces in the fold, and coached the Red Raiders to their first Elite Eight appearance since 2019.

The blueprint wasn’t complicated: recruit players who fit the culture, pay them what they’re worth, and build something they want to stick around for. In a league where programs like Kansas, Baylor, and Houston are constantly reshuffling their decks, Tech has managed to build—and retain—depth.

That kind of continuity is rare now. But at Texas Tech, it’s becoming the brand.

The Architect: Cody Campbell’s Vision Is Reshaping College Sports

Of course, none of this happens without leadership—and Texas Tech’s advantage there might be its most underrated weapon.

Cody Campbell isn’t just a donor. He’s the architect.

A former Red Raider offensive lineman turned West Texas energy magnate, Campbell has been the driving force behind Texas Tech’s NIL rise since Day 1. He co-founded The Matador Club, established sustainable NIL pipelines across multiple sports, and reimagined what athletic fundraising looks like in Lubbock.

Now, he’s doing it on the national stage.

Last month, Campbell was invited to co-chair a proposed commission on the future of college sports—a move that, despite the commission not launching, underscored his growing influence. That’s not a footnote. That’s a headline. And it speaks volumes about where Texas Tech now sits in the national conversation.

Campbell will help shape federal NIL legislation, compliance frameworks, and revenue-sharing models for the next generation of athletes. And you can bet his vision—athlete-first, donor-driven, and unapologetically aggressive—will reflect the same blueprint he’s already put to work in Lubbock.

Simply put: while other programs are bracing for change, Texas Tech is writing the change.

This is what the future of college athletics looks like—and Texas Tech isn’t just keeping up, it’s setting the pace.

In a Big 12 without its traditional anchors, someone has to lead. The league doesn’t have a built-in blue blood—no Ohio State or Alabama to lean on. What it has is a vacuum. And in this new age of NIL, the schools best positioned to fill that vacuum aren’t the ones with the prettiest history books. They’re the ones with alignment, infrastructure, and ambition.

That’s Texas Tech.

From softball dominance to basketball retention to football roster reconstruction, the Red Raiders have shown they’re willing to invest at a level few can match. And with Cody Campbell shaping the very policies that will define the next decade of college sports, Tech isn’t just ahead of the curve—they are the curve.

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2025 College Football Odds: Chris ‘The Bear’ Fallica’s Expert Picks, Best Bets

Chris Fallica FOX Sports Wagering Expert There are less than two months left until kickoff, which means it’s almost time for fans to switch their focus back to college football.  And with that, sportsbooks have released win totals, game lines and so much more for the regular season.  Let’s dive into my favorite picks for […]

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There are less than two months left until kickoff, which means it’s almost time for fans to switch their focus back to college football

And with that, sportsbooks have released win totals, game lines and so much more for the regular season. 

Let’s dive into my favorite picks for how a few teams will perform this upcoming season. 

Illinois Under 8.5 wins

There is also an Under 7.5 (+135) available out there, but as I’ve said in the past, I do not mind playing for an extra game buffer. 

The Illini are a super-trendy team this season, and while I don’t expect a losing season, the roster does have questions. 

Will the losses of Zakhari Franklin and Pat Bryant affect Luke Altmeyer’s production? The defensive line boasts three newcomers and can the running back room of Aiden Laughery and Kaden Feagin stay healthy? 

Illinois went 9-3 last year, but thrown in there were OT wins against Nebraska and a dreadful Purdue team, as well as a Kansas turnover-implosion early in the season, and a miracle win at Rutgers. So we’re talking about close to 5-7. 

There are five games that immediately appear like possible losses on the schedule — at Duke, at Indiana, USC, Ohio State and at Washington. Heck, maybe the game in Madison late in the year turns into a “let’s beat our old coach” rally. 

Put aside the discussion of this being a playoff team, nine wins in itself will be quite a feat.

PICK: Illinois (-150) Under 8.5 wins

Joel Klatt believes Illinois, Ole Miss could make first CFP appearances

Joel Klatt believes Illinois, Ole Miss could make first CFP appearances

Houston Over 6.5 wins

The Cougars offense was one of the worst in the country a year ago, as Houston was shut out twice and held to 10 points or fewer in three other instances. 

Enter Texas A&M transfer Conner Weigman at quarterback, along with multiple wide receiver and tight end imports via the portal. 

Willie Fritz has a knack for quick fixes and in this league, where we saw the team picked last in 2024 win the league, it’s quite possible another major turnaround happens here. 

Nobody should be surprised if the Cougars bring a 4-0 mark into the home game with Texas Tech and with four of the teams expected to be the worst in the league — Oklahoma State, Arizona, West Virginia and UCF — on the schedule, there’s a definite path to a big Year 2 turnaround here.

PICK: Houston (+120) Over 6.5 wins

Joel Klatt’s objectives for the College Football Playoff

Joel Klatt’s objectives for the College Football Playoff

Miami to make College Football Playoff

A poor defense kept the Canes out of the College Football Playoff last year, but new defensive coordinator Corey Hetherman was brought in from Minnesota to fix as many issues as there are. 

The good news for Hetherman is he will have a full year of Rueben Bain to work with, as well as a secondary which could be open of the best in the country, which is saying something after the unit struggled mightily last year. 

Carson Beck will look to return to 2023 form after an elbow injury, and to help him do that, he will have one of the best offensive lines in the country and the deepest running back groups around. 

The Canes’ schedule has two huge non-conference skins on it — a season-opener against Notre Dame and a date with rival Florida — and both are at Hard Rock Stadium. Win one or both of those and Miami will have two premier non-conference wins. This will basically mean it just has to avoid completely throwing up on itself in ACC play to reach the CFP for the first time, as was the case with SMU last year, a team that didn’t have near the same non-conference slate as this and was able to make the Playoff despite a loss in the ACC title game. 

The avenues to make the Playoff are many — winning the ACC, beating Notre Dame and/or Florida and losing the ACC title game. Or, even beat both ND and Florida, happen to lose out on a spot in the ACC title game and make the Playoff at 10-2.

PICK: Miami (+200) to make College Football Playoff

Chris “The Bear” Fallica has covered sports for nearly three decades. While college football has been his focus, he also enjoys the NFL, Soccer, Golf, Tennis, MLB, NHL and Horse Racing, with an “occasional” wager on such events. Chris recently won the inaugural Circa Football Invitational and finished in the Top 10 of the Golden Nugget Football Contest. He’s a multiple-time qualifier for the NHC Handicapping Championship. Remember, “The less you bet, the more you lose when you win!” Follow him on Twitter @chrisfallica.

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Eleven Grizzlies named Scholar Athlete

Eleven players from the 2025 Montana softball team have been named Easton/NFCA All-America Scholar Athletes, the National Fastpitch Coaches Association announced this week.   The players honored all recorded a GPA of at least 3.5 for the 2024 fall and 2025 spring semesters.   This year’s honorees: Hailey Boer (Biology), Anna Cockhill (Business Administration), Grace […]

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Eleven players from the 2025 Montana softball team have been named Easton/NFCA All-America Scholar Athletes, the National Fastpitch Coaches Association announced this week.
 
The players honored all recorded a GPA of at least 3.5 for the 2024 fall and 2025 spring semesters.
 
This year’s honorees: Hailey Boer (Biology), Anna Cockhill (Business Administration), Grace Haegele (Elementary Education), Siona Halwani (Communication Studies), Grace Hardy (Management and Entrepreneurship), Hannah Jablonski (Math Education), Grace Lopez (Psychology), Cameryn Ortega (Communication Studies), Makena Strong (Communication Studies), Sveva Sweeney (Business Administration), Madison Tarrant (Journalism).
 
Haegele, Hardy and Strong become three-time All-America Scholar Athlete, while Jablonski and Tarrant were recognized for the second time.
 
Haegele, Strong and Tarrant were named Academic All-District last month by College Sports Communicators.



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College athletics the way it was meant to be still exists at Barton

When he was named head football coach at the University of North Carolina, seven-time Super Bowl champion Bill Belichick proudly proclaimed that the Tar Heels would become the “NFL’s 33rd team.” It’s been reported that former Duke basketball star Cooper Flagg earned upwards of $28 million in Name, Image, and Likeness (NIL) compensation and endorsements […]

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When he was named head football coach at the University of North Carolina, seven-time Super Bowl champion Bill Belichick proudly proclaimed that the Tar Heels would become the “NFL’s 33rd team.”

It’s been reported that former Duke basketball star Cooper Flagg earned upwards of $28 million in Name, Image, and Likeness (NIL) compensation and endorsements during his one year with the Blue Devils.

And new N.C. State basketball coach Will Wade was investigated and subsequently fired for allegedly paying players during his time at LSU. With no trace of irony, his ability to pay players and construct a winning roster, primarily through the transfer portal, was cited as the primary reason for his hire by the Wolfpack.

To quote the famous line from Bob Dylan: “The times they are a-changin’.”

The NCAA that most of us know is virtually unrecognizable now. Terms like NIL, transfer portal, conference realignment and House settlement have forever altered the landscape of college sports. There is no question that we are looking at the professionalization of college football and basketball at the Division I level. The term “student-athlete” is nothing but a quaint reminder from the past, and the reality is that most football and basketball players are now more employees than students, and the whole enterprise has become transactional.

NIL legislation started with good intentions a few years ago. Student-athletes should be compensated for their name, image and likeness, especially now that college athletics has become a multi-billion-dollar business. However, NIL is a misnomer, as there were few guardrails put in place by the NCAA, and it quickly evolved into a recruiting inducement and pay-for-play system. To be clear, I don’t begrudge the athletes who are capitalizing; I wish NIL had been around in the 80’s when I played basketball at William & Mary. Back then, I was thrilled with an occasional post-game sandwich and maybe a pitcher of beer!

This new era of college sports is still wildly popular. Stadiums remain full, TV ratings go up every year and donors are spending millions to help build championship-caliber rosters. There is a never-ending chase for more money, and increased spending. And like many of you, I remain a fan and am still captivated by the College Football Playoff and March Madness (both of which are looking to expand, by the way).

I believe strongly in the power of sports to lift people up, to teach valuable lessons and forge lasting relationships. I know it because I lived it as a college basketball player and coach, and now as an athletic director. I know that coaches are educators, leaders, role models and mentors. I know the incredible value that a college degree holds, and the way it can impact a family for generations.

At Barton College, we approach athletics from a transformational standpoint, not a transactional one. We offer life-changing opportunities to our 700 student-athletes, and our focus is guiding them down the path of resilience and growth. You’ll see them not only on the field or court, but also serving as orientation leaders, resident assistants and research associates. While we play to win — and we do it a lot — the biggest “game” on the schedule is always graduation day. Athletics supports the mission and business model of the college, providing a positive and nurturing student-athlete experience, and competing to win in the classroom, in competition and in the Wilson community.

You can root for the Heels, Devils, Pack, or Pirates, but we are Wilson’s hometown college team, and we have no doubt you’ll root for the Bulldogs.

We have great coaches and staff, beautiful facilities, and talented student-athletes who compete at a high level. You know what we are? We’re what college athletics used to be, and what it was meant to be. We may have some navigate the transfer portal and a few Bulldogs dipping their toes into the NIL waters, but most of our student-athletes, including football and basketball players, are here to get a first-class education and to learn and grow as people.

Our games are affordable and many are free, and you can bring your kids onto the field or court after the game for a photo, no problem.

I look forward to seeing how Belichick and Wade do, and I’ll be rooting for Cooper Flagg.

But mostly, I’m proud to be part of the team, Wilson’s hometown team, at Barton College, where we still do it the right way.

Ken Tyler is Vice President and Director of Athletics at Barton College. A former NCAA Division I basketball player and coach in Divisions I, II and III, Tyler has spent over 30 years in college athletics. Prior to Barton, he served as Director of Athletics at the University of Mary Washington and West Virginia Wesleyan College. Tyler resides in Wilson with his wife Dr. Leona Ba Tyler.



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College Football Analyst Believes NIL Issues Aren’t the Only Reason James Franklin Lost Penn State’s Recruiting Battles

James Franklin has turned Penn State into a consistent winner, but one recruiting expert believes the Nittany Lions are falling behind in the battles that matter most. While Franklin’s 101-42 record speaks for itself, the question remains: why can’t Penn State land the elite recruits needed to compete for championships? Why Is Penn State Losing Top […]

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James Franklin has turned Penn State into a consistent winner, but one recruiting expert believes the Nittany Lions are falling behind in the battles that matter most.

While Franklin’s 101-42 record speaks for itself, the question remains: why can’t Penn State land the elite recruits needed to compete for championships?

Why Is Penn State Losing Top Recruiting Battles Despite James Franklin’s Success?

James Franklin left Vanderbilt after winning 61.5% of his games there. That performance ranks as one of the best coaching jobs of the last 25 years. No one wins that many games at Vandy, a school rich in academics but a football pauper.

When he arrived at Penn State, he encountered another, unexpected problem. Franklin needed to help distance the program from the Joe Paterno Era, which was filled with championships but also controversy.

Bill O’Brien succeeded Paterno, but you could still sense the ghosts of bad memories that overshadowed greatness. Franklin built the Nittany Lions into perennial winners. In 11 seasons, his teams finished with double-digit victories. Plus, the school keeps turning out NFL stars, like Saquon Barkley and Micah Parsons.

However, in the NIL era, the school cannot get over the metaphorical hump. Recruiting expert Brian Smith stopped by the “Locked On Nittany Lions” podcast to discuss why the team cannot secure the best of the best in the new money period of the sport.

“NIL is a big part of it, but I think the biggest is still relationships. They just lost (recruits) to teams with excellent assistant coaches. Penn State will have some of the battles go their way. It’s just par for the course.”

Breaking down that quote reveals the real issue. NIL money matters, and when you share a conference with Ohio State, Michigan, and Oregon, you must find a workaround or get creative. According to 24/7 Sports, Franklin’s Lions hold down the 15th spot in the 2026 rankings. In most conferences, that would guarantee a championship. However, the Big Ten is no ordinary conference.

What Can Franklin Do to Fix Penn State’s Recruiting Problems?

Jumping into the pool for four- and five-star recruits sounds good, but what’s the backup plan when they don’t arrive? Hitting the portal for above-average players isn’t always a guaranteed bonus.

Hiring great recruiters is something Franklin can fix. Recruiting remains the lifeblood of the college game. Building connections with area, state, regional, and national high school programs matters. Walking into a high school coach’s office and dropping your business card on the desk isn’t enough for Penn State. They are not Alabama.

RELATED: James Franklin, Penn State Lose 2026 4-Star QB Peyton Falzone to Auburn in Shocking Flip

One underdiscussed aspect of the recruiting issues is that Franklin’s name perennially appears as a candidate for just about every major coaching job. From afar, that hangs above the program. Is it a ploy to earn a raise or a more extended contract? Or does Franklin actively search for jobs?

Franklin can coach and run a top football program. His 101-42 record with Penn State solidifies that fact. However, at what point are 10 wins during the regular season insufficient?

Always the bridesmaid, the football program must find a way to break through. Getting to the CFP isn’t enough, nor is winning a few games. To cement his legacy, Franklin must bring a championship to State College. Can the team find a way to not only survive the conference grind but also catch fire in the playoffs?



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Amended college sports bill expected to be introduced in U.S. House of Representatives

Members of the U.S. House of Representatives are expected to introduce an amended college sports bill, a source told On3’s Pete Nakos. The Student Compensation and Opportunity through Rights and Endorsements (SCORE) Act could be introduced as early as Thursday. The bill – which codifies the House v. NCAA settlement – could easily pass the House […]

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Members of the U.S. House of Representatives are expected to introduce an amended college sports bill, a source told On3’s Pete Nakos. The Student Compensation and Opportunity through Rights and Endorsements (SCORE) Act could be introduced as early as Thursday.

The bill – which codifies the House v. NCAA settlement – could easily pass the House of Representatives, but would need seven Democratic votes to pass the Senate. If introduced Thursday, the first subcommittee markup could come as early as next Tuesday, and a committee markup would happen by the end of the month.

Last month, Reps. Brett Guthrie (R-Ky.) and Gus Bilirakis (R-Fla.) released a discussion draft of the bill. They described it as a “tri-committee effort to stabilize” the NIL marketplace.

“As a part of a coordinated multi-Committee effort to improve the student-athlete experience and preserve the educational mission of the institutions they represent, Energy and Commerce plans to consider a discussion draft to help address the broad set of challenges facing college athletics,” Guthrie said in a statement.

“NIL presents outstanding opportunities for student-athletes, but the volatility and frequency of changes have left both teams and players without a reliable foundation on which to plan. I want to thank Chairman Bilirakis for his hard work on this issue and this draft, and I am hopeful that upcoming conversations can build a strong coalition and make college athletics the best it can be.”

The amended version of the act, obtained by Yahoo! Sports’ Ross Dellenger, would grant liability protection and preempt state NIL laws. It would also include an anti-employment clause and usher in regulation for agents. NIL deals would also need to hold a “valid business purpose.”

More on the NCAA’s push for federal legislation

Following approval of the House v. NCAA settlement, another college sports bill was introduced. U.S. Representatives Lisa McClain (R-Mich.)and Janelle Bynum (D-Ore.) introduced the “College Student-Athlete Protections and Opportunities through Rights, Transparency and Safety Act“, dubbed the College SPORTS Act.

President Donald Trump has also shown interest in the future of college sports and was in the process of forming a commission earlier this year. Former Alabama head coach Nick Saban and Texas Tech board chairman Cody Campbell – who founded the school’s NIL collective, The Matador Club – were expected to co-chair the commission. However, the plans were paused last month amid an anticipated push for federal legislation.

Trump also reportedly considered an executive order regarding college sports. That came about after he met with Saban at a commencement event at Alabama in May.





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Deion Sanders Says the Quiet Part Out Loud About the College Football Playoff and NIL Spending

Due to an undisclosed health issue, college football fans haven’t heard much from Colorado coach Deion Sanders this offseason. However, that changed on Wednesday as Sanders was on hand for the Big 12 Media Days in Frisco, Texas. The third-year head coach, who is coming off a 9-4 season in 2024, discussed everything from Colorado’s quarterback […]

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Due to an undisclosed health issue, college football fans haven’t heard much from Colorado coach Deion Sanders this offseason.

However, that changed on Wednesday as Sanders was on hand for the Big 12 Media Days in Frisco, Texas. The third-year head coach, who is coming off a 9-4 season in 2024, discussed everything from Colorado’s quarterback battle, his theme music and what is going wrong with college football.

Oddly enough, while the latter may be the most complex, it was the only one for which he had a definitive answer. When asked about how NIL should be patrolled with the implementation of revenue, Sanders did what he does best: he said what everyone is thinking but not willing to say.

“I wish it was a cap,” Sanders said. “You know, like the top of the line player makes this. And if you’re not that type of guy, you know you’re not gonna make that. That’s what the NFL does. So the problem is you got a guy that’s not that darn good. He could go to another school and they give him a half a million dollars. You can’t compete with that, it don’t make sense … All you have to do is look at the playoffs and see what those teams spent and you understand darn near why they in the playoffs.

“It’s kind of hard to compete with somebody who’s giving $25-30 million to a darn freshman class.”





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