Duke's dark money outmatched by Houston's rich culture

With Houston defeating Duke 70-67 to secure its third national championship appearance in school history, the Cougars proved that in a college basketball world increasingly dominated by NIL deals and deep-pocketed collectives, money doesn’t always win.

After trailing by double digits at one point, Kelvin Sampson’s squad staged one of the most impressive comebacks of his tenure, toppling the powerhouse and the tournament favorite Blue Devils.

In today’s game, the formula for building elite programs often begins with funding. Wealthy donors and NIL collectives now dictate the direction of many top-tier teams, openly courting top freshmen and transfers with lucrative deals.

Duke has embraced this model from the shadows. The Blue Devils, led by projected No. 1 NBA pick Cooper Flagg, assembled a roster that many estimate cost millions. But unlike other programs flaunting their financial strength, Duke’s booster collective, known as the One Vision Futures Fund (OVFF), operates quietly and intentionally out of public view, according to a report by the Wall Street Journal.

Formed in March 2023 by Duke alumni, OVFF was designed to support head coach Jon Scheyer without becoming a distraction. Their approach is unusual in a college landscape where many collectives operate business publicly.

By contrast, Houston has built a program on culture rather than cash. The Cougars lack a flashy NIL operation or billionaire donors sitting courtside, yet they consistently compete with the nation’s best.

Under Sampson’s leadership, Houston has focused on development and discipline. After their Elite Eight win over Tennessee, Sampson reflected on the state of college basketball, criticizing the current chaos of the NIL era. “We used to be in control of this game,” he said. “Nobody controls college basketball. We just sit and figure out what to do next.”

Despite this new world of pay-for-play, Houston has risen above it through cohesion and resilience. Their victory over Duke is not just a Final Four moment—it’s a statement about how far a team can go when it plays for more than just a paycheck.

Now, the Cougars have one more challenge ahead. They'll face Florida in the 2025 National Championship game on Monday night. Tip-off is set for 8:50 p.m. ET on CBS.