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The 2026 NIL landscape has shifted the balance of power in the Big 12, as Oklahoma State and West Virginia have executed a massive financial pivots to leapfrog established spenders like Texas Tech and BYU. While the Red Raiders and Cougars dominated the early NIL era, the "Pokes" and "Mountaineers" have recently tapped into deep-pocketed alumni networks to create a new tier of spending. Oklahoma State has signaled its "all-in" mentality with an estimated $55 million in collective NIL spending for 2026. This surge was catalyzed by a culture shift in Stillwater; after Mike Gundy famously took a $1 million pay cut to seed NIL funds, the "Pokes with a Purpose" collective saw record-breaking donor participation. This war chest was the primary engine behind the shocking commitment of Audi Crooks, who reportedly commanded a package exceeding $500,000—a figure previously unheard of for a single women’s basketball transfer at OSU. Similarly, West Virginia has utilized the "Country Roads Trust" to reach an $8–$9 million threshold for basketball alone, placing them in the nation's top tier. This investment allowed the Mountaineers to secure elite talent like Sam Leavitt ($4M valuation) and compete directly with Blue Bloods in the portal. By contrast, while Texas Tech and BYU remain "elite" spenders with healthy infrastructures, their growth has stabilized. Oklahoma State and WVU have entered a "hyper-growth" phase, realizing that in the 2026 conference hierarchy, being "flush with cash" is the only way to prevent being left behind in the next round of realignment. Everydayer ClubIf you never miss an episode, it’s time to make it official. Join the Locked On Everydayer Club and get ad-free audio, access to our members-only Discord, and more — all built for our most loyal fans. Click here to learn more and join your team’s community: https://lockedonpodcasts.com/everydayerclub Support Us By Supporting Our Sponsors! IndeedListeners of this show get a $75 Sponsored Job Credit to help give your job the premium placement it deserves at http://Indeed.com/podcast FanDuelToday's episode is brought to you by FanDuel. Right now new customers can bet just five dollars and get two-hundred and fifty dollars in bonus bets if your first bet wins. Visit https://FANDUEL.COM to get started — Play Your Game. FANDUEL DISCLAIMER: 21+ in select states. First online real money wager only. Bonus issued as nonwithdrawable free bets that expires in 14 days. Restrictions apply. See terms at sportsbook.fanduel.com. Gambling Problem? Call 1-800-GAMBLER or visit FanDuel.com/RG (CO, IA, MD, MI, NJ, PA, IL, VA, WV), 1-800-NEXT-STEP or text NEXTSTEP to 53342 (AZ), 1-888-789-7777 or visit ccpg.org/chat (CT), 1-800-9-WITH-IT (IN), 1-800-522-4700 (WY, KS) or visit ksgamblinghelp.com (KS), 1-877-770-STOP (LA), 1-877-8-HOPENY or text HOPENY (467369) (NY), TN REDLINE 1-800-889-9789 (TN) Follow & Subscribe on all Podcast platforms… 🎧 https://link.chtbl.com/LOBig12?sid=YouTube Locked On College Conferences, HBCU, Basketball & More 🎧 https://linktr.ee/LockedOnCollege Follow on Twitter: https://twitter.com/drakectoll Follow the show on Twitter: https://twitter.com/LOBig12
Big 12 basketball’s NIL arms race intensifies as Oklahoma State and West Virginia surge past BYU and Texas Tech with headline-grabbing transfer portal moves. Can Oklahoma State’s spending power and West Virginia’s strategic recruiting vault them into the conference elite? Jake Hatch spotlights BYU’s portal strategy and lingering questions at center, while the squad debates if any team can keep pace with the league’s escalating competition. Off the court, rumors swirl around Cody Campbell’s son and the potential for seismic shifts in Big 12 football power dynamics. West Virginia baseball’s electric offense and pitching depth push them into the national conversation, even as BYU battles pitching concerns and Oklahoma State scrambles to rebuild a depleted staff. From Houston’s uneven portal rankings to the drama of Friday night games, every team is fighting for postseason position. Is a new Big 12 baseball hierarchy emerging—or will traditional powers reassert control as the season heats up?
Today from Lubbock, TX, on Locked On Texas Tech: Big 12 basketball’s NIL arms race intensifies as Oklahoma State and West Virginia surge past BYU and Texas Tech with headline-grabbing transfer portal moves. Can Oklahoma State’s spending power and West Virginia’s strategic recruiting vault them into the conference elite? Jake Hatch spotlights BYU’s portal strategy and lingering questions at center, while the squad debates if any team can keep pace with the league’s escalating competition. Off the court, rumors swirl around Cody Campbell’s son and the potential for seismic shifts in Big 12 football power dynamics. West Virginia baseball’s electric offense and pitching depth push them into the national conversation, even as BYU battles pitching concerns and Oklahoma State scrambles to rebuild a depleted staff. From Houston’s uneven portal rankings to the drama of Friday night games, every team is fighting for postseason position. Is a new Big 12 baseball hierarchy emerging—or will traditional powers reassert control as the season heats up? All coming up on Locked On Texas Tech -- the best daily podcast made for Red Raiders, by Red Raiders! Part of the Locked On Podcast Network Follow & Subscribe on all Podcast platforms… 🎧 https://link.chtbl.com/LOTexasTech?sid=YouTube Locked On College Conferences, HBCU, Basketball & More 🎧 https://linktr.ee/LockedOnCollege Twitter: @LockedOnTech Support Us By Supporting Our Sponsors! LinkedIn LinkedIn jobs helps you find the candidates you want to talk to, faster. Post your job for free at Linkedin.com/lockedoncollege Terms and conditions apply. Built Bar Built Bar is a protein bar that tastes like a candy bar. Go to builtbar.com and use promo code “LOCKEDON15,” and you’ll get 15% off your next order. BetOnline BetOnline.net has you covered this season with more props, odds and lines than ever before. BetOnline – Where The Game Starts! NHTSA Drive high, get a DUI. Click HERE to learn more.
Big 12 basketball’s NIL arms race intensifies as Oklahoma State and West Virginia surge past BYU and Texas Tech with headline-grabbing transfer portal moves. Can Oklahoma State’s spending power and West Virginia’s strategic recruiting vault them into the conference elite? Jake Hatch spotlights BYU’s portal strategy and lingering questions at center, while the squad debates if any team can keep pace with the league’s escalating competition. Off the court, rumors swirl around Cody Campbell’s son and the potential for seismic shifts in Big 12 football power dynamics. West Virginia baseball’s electric offense and pitching depth push them into the national conversation, even as BYU battles pitching concerns and Oklahoma State scrambles to rebuild a depleted staff. From Houston’s uneven portal rankings to the drama of Friday night games, every team is fighting for postseason position. Is a new Big 12 baseball hierarchy emerging—or will traditional powers reassert control as the season heats up? Follow & Subscribe on all Podcast platforms… 🎧 https://link.chtbl.com/LOHornedFrogs?sid=YouTube Locked On College Conferences, HBCU, Basketball & More 🎧 https://linktr.ee/LockedOnCollege Everydayer Club If you never miss an episode, it’s time to make it official. Join the Locked On Everydayer Club and get ad-free audio, access to our members-only Discord, and more — all built for our most loyal fans. Click here to learn more and join your team’s community: https://lockedonpodcasts.com/everydayerclub Support Us By Supporting Our Sponsors! Indeed Listeners of this show get a $75 Sponsored Job Credit to help give your job the premium placement it deserves at http://Indeed.com/podcast FanDuel Today's episode is brought to you by FanDuel. Right now new customers can bet just five dollars and get two-hundred and fifty dollars in bonus bets if your first bet wins. Visit https://FANDUEL.COM to get started — Play Your Game. FANDUEL DISCLAIMER: 21+ in select states. First online real money wager only. Bonus issued as nonwithdrawable free bets that expires in 14 days. Restrictions apply. See terms at sportsbook.fanduel.com. Gambling Problem? Call 1-800-GAMBLER or visit FanDuel.com/RG (CO, IA, MD, MI, NJ, PA, IL, VA, WV), 1-800-NEXT-STEP or text NEXTSTEP to 53342 (AZ), 1-888-789-7777 or visit ccpg.org/chat (CT), 1-800-9-WITH-IT (IN), 1-800-522-4700 (WY, KS) or visit ksgamblinghelp.com (KS), 1-877-770-STOP (LA), 1-877-8-HOPENY or text HOPENY (467369) (NY), TN REDLINE 1-800-889-9789 (TN) #tcu #hornedfrogs #tcufootball #tcubasketball #tcuhornedfrogs #tcuathletics #texasfootball #tcurecruiting #oliviamiles #jadencraig #davidpunch #big12football #big12 #tcupodcast
Big 12 basketball’s NIL arms race intensifies as Oklahoma State and West Virginia surge past BYU and Texas Tech with headline-grabbing transfer portal moves. Can Oklahoma State’s spending power and West Virginia’s strategic recruiting vault them into the conference elite? Jake Hatch spotlights BYU’s portal strategy and lingering questions at center, while the squad debates if any team can keep pace with the league’s escalating competition. Off the court, rumors swirl around Cody Campbell’s son and the potential for seismic shifts in Big 12 football power dynamics. West Virginia baseball’s electric offense and pitching depth push them into the national conversation, even as BYU battles pitching concerns and Oklahoma State scrambles to rebuild a depleted staff. From Houston’s uneven portal rankings to the drama of Friday night games, every team is fighting for postseason position. Is a new Big 12 baseball hierarchy emerging—or will traditional powers reassert control as the season heats up? NCAA Utah Utes Follow & Subscribe on all Podcast platforms… 🎧 https://link.chtbl.com/LOUtes?sid=YouTube Locked On College Conferences, HBCU, Basketball & More 🎧 https://linktr.ee/LockedOnCollege Follow JT:
Big 12 basketball’s NIL arms race intensifies as Oklahoma State and West Virginia surge past BYU and Texas Tech with headline-grabbing transfer portal moves. Can Oklahoma State’s spending power and West Virginia’s strategic recruiting vault them into the conference elite? Jake Hatch spotlights BYU’s portal strategy and lingering questions at center, while the squad debates if any team can keep pace with the league’s escalating competition. Off the court, rumors swirl around Cody Campbell’s son and the potential for seismic shifts in Big 12 football power dynamics. West Virginia baseball’s electric offense and pitching depth push them into the national conversation, even as BYU battles pitching concerns and Oklahoma State scrambles to rebuild a depleted staff. From Houston’s uneven portal rankings to the drama of Friday night games, every team is fighting for postseason position. Is a new Big 12 baseball hierarchy emerging—or will traditional powers reassert control as the season heats up? Follow & Subscribe on all Podcast platforms… 🎧 https://link.chtbl.com/LOBearcats?sid=YouTube Locked On College Conferences, HBCU, Basketball & More 🎧 https://linktr.ee/LockedOnCollege #Bearcats #UCBearcats #CincinnatiBearcats
This was the night the NBA's hierarchy was laid bare in Indianapolis. In the slog of the 1993 season—what Phil Jackson often ...