Texas Tech straight-up bought their first Big 12 title last season, dropping over $25 million in NIL money to make it happen. Now, heading into the 2026 season, they’ve doubled down, investing even more cash and boasting the most expensive roster in the entire Big 12, easily one of the priciest nationwide. So, is this the new normal for the conference?
The Red Raiders’ High-Stakes Bet
This ain’t just pocket change, either. That massive NIL investment paid off huge for the Red Raiders in 2025, propelling them to a dominant 12-2 record and their first-ever Big 12 championship. They even punched their ticket to the Orange Bowl before eventually falling to Oregon. Talk about making a splash!
But it hasn’t been all smooth sailing this offseason. Remember Brendan Sorsby, who threw for 2,800 yards and 28 touchdowns for Cincinnati in 2025 and was set to be their starting QB? Yeah, he’s gone. A whole controversy around sports gambling violations messed with his eligibility, and he’s parted ways with the university. So now, Will Hammond steps in to lead the charge. Even with that kind of uncertainty under center, DraftKings Sportsbook still has Texas Tech as the undisputed favorite at +100 to win the Big 12 again as of August 17. Why? Probably because they’re bringing back 23 starters, transfers included, and snagged the No. 6 transfer portal class in the country. They’re loaded, man.
Who’s Ready to Crash the Party?
After Texas Tech, though, this conference is wide open for chaos. BYU is sitting there as the second choice at +550, and you gotta respect them after their own 12-2 season in 2025. The kicker? Both of those losses came against Texas Tech, so they’re definitely out for revenge.
But if you’re looking for a real dark horse, keep your eyes glued to Oklahoma State. They had an absolutely brutal 1-11 season in 2025, but they pulled a massive power move by bringing in Eric Morris from North Texas as their new head coach. Morris just led the Mean Green to a 12-2 record last season, and he’s not just showing up; he completely revamped the Cowboys’ roster. He brought his star QB, Drew Mestemaker, with him, who literally led the entire country in passing yards last season with a mind-boggling 4,279! And it gets better: Morris also snagged Caleb Hawkins, who rushed for 1,434 yards, fifth-most nationally, and led college football with 25 rushing touchdowns. Plus, Wyatt Young came over too. That’s a serious injection of talent, and it could completely flip the script on their 2025 nightmare.
So, the question is, can Texas Tech’s massive NIL investment power them to another Big 12 title, or will a dark horse like Oklahoma State, fueled by a complete roster overhaul, rise up and stun everyone? This Big 12 season is shaping up to be a wild ride, and you know everyone is gonna be watching to see if money truly buys championships.
This article was created with AI assistance and published under Seattle On Tap’s editorial standards. See our Editorial Policy.
Originally reported by Fox Sports.
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