Texas Tech has emerged as a formidable force in the Big 12, particularly with its aggressive and seemingly dominant approach to recruiting and Name, Image, and Likeness (NIL). This podcast dives into how programs like BYU, Arizona State, and Houston are now in a chase, eager to assert themselves in this new NIL arms race. Kalani Sitake and the BYU football program are at the forefront of this ambition.

Recent reports highlight Texas Tech's unparalleled success in the transfer portal, fueled by substantial NIL funding. The Red Raiders' proactive strategy has drawn both admiration and frustration from rivals, showcasing a willingness to exploit "loopholes" in the current NIL landscape. We'll examine how Texas Tech's spending, notably a reported $3.5 million in recruiting in 2023 (the highest in the Big 12), has set a new bar.

This episode will explore the strategies employed by other Big 12 programs to close this gap. BYU, for instance, has significantly increased its investment in recruiting, tripling its spending from $0.7 million in 2021 to $2.2 million in 2023, positioning itself around the Big 12 average. Kalani Sitake's program is clearly eager to compete, leveraging its growing national visibility and impressive 2026 recruiting class, which includes commitments like Antonio Johnson and Parker Ord from Texas.

We'll also look at Arizona State, which has shown a strong commitment to NIL and recruiting under Kenny Dillingham, boasting a top-20 recruiting class for 2026 and leading the Big 12 in that regard. Houston, while having lower disclosed NIL collective funding, is also a key player in this evolving landscape.

The discussion will cover whether this aggressive NIL play is a sustainable long-term strategy, and how it impacts team chemistry and culture, as acknowledged by some anonymous Big 12 coaches. While direct university payments up to $20.5 million annually are coming with the House Settlement, the current environment still heavily favors programs with robust NIL collectives and proactive strategies.

Join us as we break down the Big 12's competitive recruiting and NIL landscape, analyze Texas Tech's leading position, and discuss how Kalani Sitake and the BYU Cougars, alongside Arizona State and Houston, are strategizing to assert their dominance in this high-stakes environment.

The Big 12 football recruiting landscape is heating up, and while Texas Tech has made significant waves, a fierce battle is brewing for the top spot in the 2026 class. This podcast dives into why BYU, Arizona State, and Houston each possess unique advantages that could see them finish as the Big 12's undisputed recruiting champion.

BYU Cougars: The Culture & Momentum Play 

Kalani Sitake's BYU program is experiencing a recruiting revolution. Coming off a stellar 11-2 season and a highly visible Alamo Bowl win, the Cougars are leveraging newfound Big 12 membership, enhanced NIL support, and a palpable "BYU is cool again" vibe. They are already landing high-quality talent in the 2026 class, with two top-100 prospects in Brock Harris (TE) and Bott Mulitalo (OL), and recent Texas commits like safety Antonio Johnson and tight end/wide receiver Parker Ord. BYU has significantly increased its recruiting investment, tripling spending from $0.7 million in 2021 to $2.2 million in 2023. Their pitch focuses on a strong, family-like culture and a clear pathway to success in a Power Four conference. If BYU can continue to convert top official visitors like five-star QB Ryder Lyons, and capitalize on their unique appeal, they have the foundation for a historic class that could challenge for the Big 12's best.

Arizona State Sun Devils: The Kenny Dillingham Factor & Talent Hotbed 

Under Kenny Dillingham, Arizona State is rapidly ascending the recruiting ranks, currently boasting a top-20 class nationally for 2026 and leading the Big 12 in the early stages. Dillingham is proving to be a dynamic recruiter, combining recent on-field success (including a College Football Playoff appearance) with a strong NIL infrastructure. Their class is headlined by four-star quarterback Jake Fette, a highly-rated dual-threat talent from Texas, and dynamic four-star running back Cardae Mack, also from Texas. ASU's geographic location in a talent-rich state, coupled with Dillingham's ability to forge strong connections with recruits and their families, makes them a significant threat. They've shown a keen ability to poach talent from Texas and other competitive regions, indicating a sustained effort to build a roster capable of perennial Big 12 contention.

Houston Cougars: The Willie Fritz Impact & In-State Richness 

Houston, now under the leadership of Willie Fritz, has the immense advantage of being located in one of the most talent-dense states in the nation. While their current 2026 class rankings might not immediately jump off the page compared to some Big 12 peers, they already hold a significant commitment from five-star quarterback Keisean Henderson, a true game-changer from their backyard. Fritz's proven track record of building successful programs, combined with Houston's deep recruiting ties within Texas, provides a strong foundation. As Fritz implements his system and establishes a new era, the proximity to a vast pool of uncommitted blue-chip talent within the state, coupled with growing NIL opportunities, gives Houston a clear path to make a late surge and secure a top-ranked class by signing day.

Join us as we break down the strategies, the key commits, and the potential trajectory for these three Big 12 programs vying for recruiting supremacy in the pivotal 2026 cycle.

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