College Football Has a New NIL Powerhouse and Coaches Are Calling it 'Ridiculous'

As of July 1, schools are able to pay their athletes directly, thanks to the June 6 House v. NCAA settlement.

This monumental ruling allows schools to distribute $20.5 million however they'd like among their athletes. For some programs that didn't have the strongest NIL backing, this helps level the playing field. For those who were already spending large amounts on their roster, it only makes them stronger.

The latter would apply to programs such as the Texas Longhorns, Ohio State Buckeyes, Alabama Crimson Tide and Michigan Wolverines, among other perennial powers. However, over the past year, the Texas Tech Red Raiders have also been known to throw around some cash.

They put together the No. 1 transfer portal class in the country, and according to a report by The Athletic, are spending so much that it is frustrating other coaches.

“Ridiculous. … They’re not just outbidding, they’re outbidding (other teams) by 3X,” one coach told The Athletic. “Wild, but it will be interesting. If the players are good kids, about the right things and about winning, I think it’ll go great. If they’re about themselves, the first time adversity hits will define them.”