muddybrazos said:

---

Redbrickbear said:

---

Jacques Strap said:

---

BUATX2000 said:

---

boognish_bear said:

---

SMU billionaire Bill Armstrong offers some advice for fellow billionaire, Cody Campbell, as he funds Texas Tech NIL👀

Full comments on Walking ‘Strong presented by Epoch Wines! pic.twitter.com/T3XuqM2F6Z

— OnThePonyExpress - SMU Mustangs (@SMUMustangsOn3) January 10, 2026

---

I guess that means Mark Cuban must have way more money than Phil Knight.

---

I thought his point was that Phil Knight can afford to stay in this game longer than Campbell (and Cuban) can as the price for players escalates. It wasn't about one hand of poker or one football game.

AI thinks that as of 2025, Mark Cuban's net worth is estimated to be around $5.7 billion to $6 billion while Phil Knight's net worth was estimated around $35.4 billion to $35.7 billion.

Cuban & Indiana do have one major thing Phil Knight doesn't have and that's Curt Cignetti. Cignetti is the best force multiplier in CFB.

As a side note Stanford has Larry Page & Sergey Brin whose net worths is estimated around $269 & $259 billion. I'd bet these other guys hope Page & Brin continue to show a lack of interest in joining the game.

---

Yep

Absolutely depends on what school's alumni care enough to spend.

Standford's 30 plus Billionaires can run over everyone....the question is do these guys care enough about college football to spend their own money on it?

---

I doubt Stanfords guys care about sportsball. The silicon valley type guys dont strike me as the kind who watch or care about college football. Cuban donated $20mill to Indiana but he himself said he never once went to a football game and only cared about bball when he was there. I doubt cubes is going to try and be a Cody Campbell but he will just throw them some donations for the sports teams.

---

Exactly

In that case the school that has the alumni willing to spend cash on players (Tech) beats the school that has many times the number of billionaires (Stanford)

PartyBear said:

---

I would guess most billionaires out there are not actually interested in buying a sports team for a season or two for a university.

---

Yeah, I mean why not just buy a pro sports team?

I had dinner with a Missouri alum last night. He said Mizzou had reached out to alum Stan Kroenke about NIL. My friend told me Kroenke politely declined and indicated he'd rather invest his money in the pro sports teams he already owns.

Jacques Strap said:

---

PartyBear said:

---

I would guess most billionaires out there are not actually interested in buying a sports team for a season or two for a university.

---

Yeah, I mean why not just buy a pro sports team?

I had dinner with a Missouri alum last night. He said Mizzou had reached out to alum Stan Kroenke about NIL. My friend told me Kroenke politely declined and indicated he'd rather invest his money in the pro sports teams he already owns.

---

I can't blame him. If he puts the money in his pro teams, he is making an investment that will probably see financial returns. I personally don't know why any BMD would spend tens of millions of dollars a year to pay college athletes. If I had that type of money, I could think of much better places to give it to such as student scholarships, children's hospitals, Mission Waco, World Vision, etc. Hell, I don't have that kind of money, and I find better ways to give.

RightRevBear said:

---

Jacques Strap said:

---

PartyBear said:

---

I would guess most billionaires out there are not actually interested in buying a sports team for a season or two for a university.

---

Yeah, I mean why not just buy a pro sports team?

I had dinner with a Missouri alum last night. He said Mizzou had reached out to alum Stan Kroenke about NIL. My friend told me Kroenke politely declined and indicated he'd rather invest his money in the pro sports teams he already owns.

---

I can't blame him. If he puts the money in his pro teams, he is making an investment that will probably see financial returns. I personally don't know why any BMD would spend tens of millions of dollars a year to pay college athletes. If I had that type of money, I could think of much better places to give it to such as student scholarships, children's hospitals, Mission Waco, World Vision, etc. Hell, I don't have that kind of money, and I find better ways to give.

---

pretty sure all of Baylor's BMDs already do all of that other stuff too...

If you play football at Texas Tech, NIL doesn’t just have to be while you play. Our donors set you up with employment and career help. Lifetime wealth. From here, it’s possible https://t.co/DzYoJEu3zu

— Coyote Raider 🌵 (@CoyoteRaider) January 16, 2026

Redbrickbear said:

---

montypython said:

---

Dumping millions a year into Tech's program isn't a long term fix, even for Campbell, because it doesn't address the underlining problem.

Campbell is pushing for change across the CFB landscape and has gone to numerous events and spoken with many media outlets to get his opinions across. That's what he's trying to buy - a seat at the table.

With a handful of exceptions, everyone not in the P2 is a farm team now.

---

I would say it's pretty sustainable for Cody Campbell given his wealth.

---

Having reread my post, I can see I didn't focus my point well enough.

He could dump millions a year into their football program every year, but my point is that it doesn't fix the underlining problem. A problem he's trying to address..

Midnight Rider said:

---

Texas Tech paid 28 million dollars to a bunch of kids hoping that the kids would win a Big 12 Conference championship in football, which they accomplished, only to receive an old fashioned butt kicking in the Playoff.

The lesson learned here seems to be that 28 million dollars might buy you a Big 12 Conference championship, but that's about all.

Was this a wise investment by Texas Tech?

---

Sure it was. Everyone is talking about them and they are positioned to be even better next year.

I'm not sure if you watched their game against Oregon, but Oregon couldn't move the ball on them. In fact Oregon's points virtually all came from Baron Morton's mistakes. Some pundits suggested that game meant the Big 12 was weak, but it didn't anymore than Alabama's loss meant the SEC is weak. TTU lost that game because their hobbled QB was a statue who lost his composer under pressure; the final score was also exaggerated because Dan Lanning ran up the score with under a minute left in the game with a cheap score due to TTU turning it over on downs. 16-0 is a much more accurate view of the game than 23-0.

I write that to point out how aggressively TTU moved to address the problem -- they immediately went out and got the top QB in the portal and some top notch WRs. So even if their D isn't quite as dominant next year their O will likely make up for it and then some.

Baylor needs to embrace NIL like they have and be as aggressive as they are. I don't like the NIL era, but it's here and the ones who resist it like Mike Gundy are going to be left behind. My understanding is TTU has a fund set up by Cody Campbell for donations, and a lot of their NIL came from small alumni donations that he offered to match. We have rich alumni too and there's no reason we can't do the same thing they are doing. I read an article about Campbell and he even said he doesn't like the direction of college football either, but he felt like they had a limited time opportunity to exploit the loophole. Indiana did the same thing with Mark Cuban and Oregon with Phil Knight. People talk about TT buying a team, but they did exactly what Ohio State, Georgia, Alabama, Texas, and others are doing by patching their holes with elite portal talent.

Baylor could be doing the same, we just need a couple of rich donors to show up and help spearhead it.

ImmortalTen said:

---

Midnight Rider said:

---

Texas Tech paid 28 million dollars to a bunch of kids hoping that the kids would win a Big 12 Conference championship in football, which they accomplished, only to receive an old fashioned butt kicking in the Playoff.

The lesson learned here seems to be that 28 million dollars might buy you a Big 12 Conference championship, but that's about all.

Was this a wise investment by Texas Tech?

---

Some pundits suggested that game meant the Big 12 was weak, but it didn't anymore than Alabama's loss meant the SEC is weak.

---

It's not clear that anyone would declare that 2025 Alabama was to the 2025 SEC what 2025 Texas Tech was to the 2025 Big 12, as they certainly were not comparable in that manner. Alabama was blown out in its conference title game, lost to a non-bowl eligible FSU, lost to Oklahoma in the regular season and should not have made the CFP to the benefit of either Notre Dame (who only lost to Texas A&M and Miami) or BYU (who only lost to Texas Tech x2), while Texas Tech (at full strength) was head and shoulders above the entire Big 12 in way that rarely happens*. To rephase, if Texas Tech was in a tier of its own in the Big 12 in 2025, then it's overall non-competitiveness against the #3 team in another league would absolutely reflect poorly on it - and by virtue of that, the rest of the league.

*Usually, the best team in the conference takes at least one or more losses even when it has its starting QB and also has multiple close games in terms of final scores.

Info on Texas Tech’s NIL plan for next year.

-Max rev share payments of $21.3M
-$10M in sponsorship money shifted to NIL deals
-$1M in rev share $ moving from non-rev sports to 🏈
-$2.5M in new scholarships for non-rev sports
-additional 3rd party NIL $ from businesses & fans https://t.co/5FS9EnN4BM pic.twitter.com/I4hnw9Iyfj

— Mit Winter (@WinterSportsLaw) February 12, 2026

Yep… It is going to be a battle for second place for a while in the big 12 until some changes happen

Next year, the revenue-share cap grows from $20.5 to $21.3 million.

But in a *soft* cap world, Texas Tech’s AD shows us that the real cap for the richest programs next year is… $40 million.

More in our weekly sports biz column for @On3 - https://t.co/92rLPQxH2C

— Ross Dellenger (@RossDellenger) February 12, 2026

Utah Athletics turned a $4.69 million profit in FY25, but here’s why it turned to private equityhttps://t.co/0o6jC5zNL0

— Joe Coles (@JoeAColes) February 13, 2026

boognish_bear said:

---

They are going to be a big fish in a small pond

Let’s goooo! Texas Tech got a taste this year, want more, and are building a dynasty. We are hungrier and more committed than ever before!

Each Texas Tech player will be surrounded and supported by an elite cast of teammates, a sound culture and program, a solid and stable… https://t.co/QCwAza8R7w

— Cody Campbell (@CodyC64) January 5, 2026

---

If they can buy off enough great players, they will become a big fish period.

We will see if they can do it.

Yeah… I remember… Seems so quaint now

Remember on college sports broadcasts when they used to show a player’s major and, when appropriate, their GPA?

— James Pruch (@jamespruch) February 12, 2026

ImmortalTen said:

---

Midnight Rider said:

---

Texas Tech paid 28 million dollars to a bunch of kids hoping that the kids would win a Big 12 Conference championship in football, which they accomplished, only to receive an old fashioned butt kicking in the Playoff.

The lesson learned here seems to be that 28 million dollars might buy you a Big 12 Conference championship, but that's about all.

Was this a wise investment by Texas Tech?

---

I write that to point out how aggressively TTU moved to address the problem

Baylor could be doing the same, we just need a couple of rich donors to show up and help spearhead it.

---

CFB is a business. If a business needs millions in donations each year to stay competitive, then perhaps they are in the wrong business.

jikespingleton said:

---

ImmortalTen said:

---

Midnight Rider said:

---

Texas Tech paid 28 million dollars to a bunch of kids hoping that the kids would win a Big 12 Conference championship in football, which they accomplished, only to receive an old fashioned butt kicking in the Playoff.

The lesson learned here seems to be that 28 million dollars might buy you a Big 12 Conference championship, but that's about all.

Was this a wise investment by Texas Tech?

---

I write that to point out how aggressively TTU moved to address the problem

Baylor could be doing the same, we just need a couple of rich donors to show up and help spearhead it.

---

CFB is a business. If a business needs millions in donations each year to stay competitive, then perhaps they are in the wrong business.

---

So TTU is in the wrong business too, having needed massive annual donations to build and maintain their competitive roster?

Bearknuckle said:

---

jikespingleton said:

---

ImmortalTen said:

---

Midnight Rider said:

---

Texas Tech paid 28 million dollars to a bunch of kids hoping that the kids would win a Big 12 Conference championship in football, which they accomplished, only to receive an old fashioned butt kicking in the Playoff.

The lesson learned here seems to be that 28 million dollars might buy you a Big 12 Conference championship, but that's about all.

Was this a wise investment by Texas Tech?

---

I write that to point out how aggressively TTU moved to address the problem

Baylor could be doing the same, we just need a couple of rich donors to show up and help spearhead it.

---

CFB is a business. If a business needs millions in donations each year to stay competitive, then perhaps they are in the wrong business.

---

So TTU is in the wrong business too, having needed massive annual donations to build and maintain their competitive roster?

---

A business #1 purpose is to make money, and Techs sports aren't making money. In fact, most of their sports lose money, just like everyone else.

Tech figures that major college athletics will one day be reduced to two conferences and maybe 60 so programs included in the mix.

I will tell you that Texas Tech would rather ne relevant than relegated.

I'm not sure at what level Baylor will ultimately land. Maybe someone can start an amateur league for religious oriented schools.

I think they currently call it "D3".

jikespingleton said:

---

Bearknuckle said:

---

jikespingleton said:

---

ImmortalTen said:

---

Midnight Rider said:

---

Texas Tech paid 28 million dollars to a bunch of kids hoping that the kids would win a Big 12 Conference championship in football, which they accomplished, only to receive an old fashioned butt kicking in the Playoff.

The lesson learned here seems to be that 28 million dollars might buy you a Big 12 Conference championship, but that's about all.

Was this a wise investment by Texas Tech?

---

I write that to point out how aggressively TTU moved to address the problem

Baylor could be doing the same, we just need a couple of rich donors to show up and help spearhead it.

---

CFB is a business. If a business needs millions in donations each year to stay competitive, then perhaps they are in the wrong business.

---

So TTU is in the wrong business too, having needed massive annual donations to build and maintain their competitive roster?

---

A business #1 purpose is to make money, and Tech isn't making money.

---

They are spending a lot on R&D. It has already yielded results.

jikespingleton said:

---

Bearknuckle said:

---

jikespingleton said:

---

ImmortalTen said:

---

Midnight Rider said:

---

Texas Tech paid 28 million dollars to a bunch of kids hoping that the kids would win a Big 12 Conference championship in football, which they accomplished, only to receive an old fashioned butt kicking in the Playoff.

The lesson learned here seems to be that 28 million dollars might buy you a Big 12 Conference championship, but that's about all.

Was this a wise investment by Texas Tech?

---

I write that to point out how aggressively TTU moved to address the problem

Baylor could be doing the same, we just need a couple of rich donors to show up and help spearhead it.

---

CFB is a business. If a business needs millions in donations each year to stay competitive, then perhaps they are in the wrong business.

---

So TTU is in the wrong business too, having needed massive annual donations to build and maintain their competitive roster?

---

A business #1 purpose is to make money, and Tech isn't making money.

---

Really need some hard data on that. And cite your source, please.

SMU with $50 million committed, another $50 mil on the way

canoso said:

---

jikespingleton said:

---

Bearknuckle said:

---

jikespingleton said:

---

ImmortalTen said:

---

Midnight Rider said:

---

Texas Tech paid 28 million dollars to a bunch of kids hoping that the kids would win a Big 12 Conference championship in football, which they accomplished, only to receive an old fashioned butt kicking in the Playoff.

The lesson learned here seems to be that 28 million dollars might buy you a Big 12 Conference championship, but that's about all.

Was this a wise investment by Texas Tech?

---

I write that to point out how aggressively TTU moved to address the problem

Baylor could be doing the same, we just need a couple of rich donors to show up and help spearhead it.

---

CFB is a business. If a business needs millions in donations each year to stay competitive, then perhaps they are in the wrong business.

---

So TTU is in the wrong business too, having needed massive annual donations to build and maintain their competitive roster?

---

A business #1 purpose is to make money, and Techs sports aren't making money. In fact, most of their sports lose money, just like everyone else.

---

Really need some hard data on that. And cite your source, please.

---

I'm telling you the sky is blue and you are asking for proof.

Revenue < expenses = loss. Without donations, Tech would be millions in the red and would have to cut back expenses across the board to bring expenses in line with revenue.

When your "business" requires millions in donations to operate, you are not being run like a true business.

Now, that is not surprising due to the history of college sports and the fact that revenue sharing is new.

Colleges are still stuck in the revenue + donation framework as related to sports. I'm interested to see if this continues indefinitely, or if there will be changes in the future.

Yogi said:

---

Tech figures that major college athletics will one day be reduced to two conferences and maybe 60 so programs included in the mix.

I will tell you that Texas Tech would rather ne relevant than relegated.

I'm not sure at what level Baylor will ultimately land. Maybe someone can start an amateur league for religious oriented schools.

I think they currently call it "D3".

---

Actually, wouldn't overly care. They have championships too and winning is a whole lot more fun than what is in the cards and not having the money to buy the ticket to play. But I think 2 things will happen. Massive lawsuits, but more so, about 30 of those teams having miserable fans who can't take .500 or below records every year. Case of being careful what you wish for.

Forest Bueller III said:

---

boognish_bear said:

---

They are going to be a big fish in a small pond

Let’s goooo! Texas Tech got a taste this year, want more, and are building a dynasty. We are hungrier and more committed than ever before!

Each Texas Tech player will be surrounded and supported by an elite cast of teammates, a sound culture and program, a solid and stable… https://t.co/QCwAza8R7w

— Cody Campbell (@CodyC64) January 5, 2026

---

If they can buy off enough great players, they will become a big fish period.

We will see if they can do it.

---

Well, for this conference they have already done it in FB, MBB and softball. I have no doubt that WBB is next on the agenda, especially since they lose so many seniors this year.

jikespingleton said:

---

ImmortalTen said:

---

Midnight Rider said:

---

Texas Tech paid 28 million dollars to a bunch of kids hoping that the kids would win a Big 12 Conference championship in football, which they accomplished, only to receive an old fashioned butt kicking in the Playoff.

The lesson learned here seems to be that 28 million dollars might buy you a Big 12 Conference championship, but that's about all.

Was this a wise investment by Texas Tech?

---

I write that to point out how aggressively TTU moved to address the problem

Baylor could be doing the same, we just need a couple of rich donors to show up and help spearhead it.

---

CFB is a business. If a business needs millions in donations each year to stay competitive, then perhaps they are in the wrong business.

---

That's a complex statement to make. Strictly speaking, college football programs at the P4 level are inherently profitable; while it's true that those profits may be used to subsidize non-revenue sports, the fact that those profits are used in that way does not diminish the fact that such profits exist. At the athletic department and college administrator levels, the intent is to both (i) market the university even if such marketing does not result in the athletic department being in the green and (ii) to meet any requirements applicable to the university by law (i.e. Title IX) or by conference affiliation (i.e. number/type of sports supported). Regarding (i), increased applications, higher yield, better GPA/SAT/ACT medians, a reduced need to extend scholarships to entire accepted applicants to enroll, better engagement with alumni, etc. are all overriding factors that create value to the university beyond the question of whether the athletic department is in the green/red; to rephrase, many current D1A schools would likely spend a lot more on other marketing channels if they did not have a football program since the football program serves as much of that purpose*.

In the context of NIL, NIL is still a fairly new obligation to Universities, and, to be clear, a University could rely solely on its ~$20.5M allocated to NIL across all of its sports if it so chose to do so; in fact, there are more than a few D1A programs that likely don't spend more than 75% of that number - the reported average allocation - on their football teams. For Tech, the additional support likely isn't permanent, and, if the NIL-Go becomes fully enforceable, it almost certainly won't be because Tech wouldn't be able to overpay for players vs. the market like it can now. If true, it would look like Tech is looking to make the most out of the current window - cost be darned - as it could close at any time and Tech may not ever have a similar opportunity again.

*Note that this is moreso true at public schools than private schools as many applicants that consider private schools are almost certainly also looking at private schools that do not have D1A football programs.