Steve Sarkisian Denies Texas Football’s Reported $15 Million NIL Roster Budget, Calls Rumors Misleading and Grossly Inaccurate Estimate

Texas football head coach Steve Sarkisian pushed back forcefully this week against widespread rumors and online speculation that the Longhorns’ name, image, and likeness (NIL) roster budget totals more than $15 million annually. The suggestion that Texas football is bankrolling one of the highest player payrolls in college football through NIL deals has gained traction on social media and in fan circles, but Sarkisian isn’t having any of it. During an appearance on The Pivot Podcast, the fourth-year head coach bluntly called the numbers floating around “nowhere near true” and took a firm stance on separating hype from reality.

“I hear all the stuff out there,” Sarkisian said. “The $15 million, $20 million—we are nowhere near that. That’s just not factual. That’s not who we are, and that’s not how we operate.”

This moment marks a significant one for college football, particularly as programs navigate the post-NIL era, where rumors of massive player payments increasingly influence recruiting narratives and fan perception. Texas, with its deep-pocketed donor base, rich football tradition, and growing success under Sarkisian, is often mentioned in the same breath as schools thought to be leading the NIL charge. Yet the coach insists that these assumptions often stem from misinformation and misunderstanding, especially when it comes to what NIL is supposed to represent.

“People think you show up and we hand you a check,” Sarkisian said. “That’s not how this works. Our players are earning these opportunities based on their brand, their effort, their performance, and how they represent themselves and the University of Texas.”

The rumors about Texas’ supposed NIL war chest started to spiral earlier this offseason when a former staffer from another Power Five school casually suggested that the Longhorns’ roster was “easily worth $15-20 million annually” in NIL commitments. The comment, posted on X (formerly Twitter), quickly went viral, sparking heated discussions among rival fans, analysts, and even players across the country.

Rather than letting the rumors run unchecked, Sarkisian took the opportunity to clarify the structure behind Texas’ NIL efforts, emphasizing that it’s built on a sustainable model. The Texas coach praised entities like the Clark Field Collective and Texas One Fund—two key fundraising arms of UT’s NIL ecosystem—for working within NCAA guidelines and emphasizing long-term relationships between players, fans, donors, and businesses.

“We’re not doing pay-for-play here,” he said. “We’re building something that can last. Our players have opportunities, but they also have responsibilities.”

Sarkisian’s comments come at a time when transparency around NIL is becoming a priority for coaches and administrators alike. The NCAA, meanwhile, is embroiled in legal challenges and facing calls to formalize and regulate NIL processes at the federal level. With millions of dollars flowing through athlete collectives and businesses, questions around equity, recruitment, and transparency continue to loom.

Yet for Sarkisian, the conversation isn’t just about numbers—it’s about culture. Texas is coming off a College Football Playoff appearance and is preparing for its inaugural season in the SEC, where financial muscle and recruiting dominance often go hand-in-hand. Still, the head coach insists the Longhorns aren’t trying to outbid anyone. Instead, they’re focused on building a winning culture and ensuring players understand what it means to wear the burnt orange.

“Our kids are smart,” he said. “They want to be developed, they want to win championships, and they want to be prepared for the NFL. NIL is part of the picture now, but it’s not the whole thing. And we’re clear about that in recruiting.”

For many recruits, NIL potential has undeniably become part of the conversation when choosing a school. Sarkisian acknowledged this shift but pointed to the success of players like Xavier Worthy, Jonathon Brooks, and others as examples of how Texas supports its athletes beyond the field. He also highlighted the school’s Austin location, its academic prestige, and the massive exposure the program receives nationally.

“We’ve got a lot to offer here,” he said. “The city of Austin, the alumni network, our stadium, our fans—it’s a whole ecosystem that helps these guys thrive.”

Sarkisian also emphasized the importance of educating players on financial literacy, branding, and professional conduct. Through Texas’ partnership with the LEVERAGE program and the university’s internal NIL support staff, players receive training and resources to make the most of their opportunities while staying compliant with evolving NCAA guidelines.

“We don’t want them just signing deals because they can,” he said. “We want them to understand what it means, how to protect themselves, and how to use this platform to better their lives.”

Still, the narrative around Texas and NIL remains persistent, and Sarkisian knows that part of the perception stems from the school’s well-publicized booster network and recent on-field momentum. The Longhorns secured a top-five recruiting class and have landed multiple high-profile transfers in recent years, including several who reportedly received significant NIL offers from other schools before choosing Texas.

“There’s this idea out there that we’re just buying players,” Sarkisian said. “I think that’s a lazy narrative. It takes away from the work our staff is doing, the relationships we’ve built, and the development we offer these kids.”

He also made a point to dispel the myth that NIL alone can build a national title contender. In Sarkisian’s view, NIL is a tool—but not a shortcut. Culture, accountability, and trust remain the foundations of Texas’ program, and no amount of NIL dollars can replace that.

“You still have to build a team. You still have to get kids to play hard, play together, and sacrifice for each other,” Sarkisian said. “Money doesn’t create buy-in. Leadership, vision, and consistency do.”

That message has resonated with many inside the program, including returning players who could have chased higher NIL valuations elsewhere. Several veterans, including quarterback Quinn Ewers, chose to return to Austin despite having other options, citing unfinished business and trust in Sarkisian’s vision.

As Texas enters its SEC era with high expectations, Sarkisian is aware that the spotlight will only intensify—from fans, media, and critics alike. But for him, clarifying misconceptions about NIL and defending the integrity of his program isn’t just about optics. It’s about protecting the values that Texas football is trying to instill during this transformative time in college athletics.

“People are going to talk. That’s just part of it,” he said. “But we’re not chasing headlines or trying to win the offseason. We’re trying to build something real here—something that lasts.”

For now, Sarkisian’s words serve as a strong rebuttal to the prevailing rumors, but they also reflect a broader tension across the college football landscape. With NIL still in its infancy, many programs are working to strike a balance between opportunity and excess, between innovation and exploitation. Texas may be a big name with big resources, but Sarkisian wants people to understand that the numbers making the rounds are often more myth than fact.

“We’re proud of what we’re doing,” he said. “But it’s not about having the biggest number. It’s about having the right approach—and doing right by our players.”

In a world where perception can be as influential as performance, Steve Sarkisian is making a point to set the record straight—and, in doing so, sending a message not just to rival schools and critics, but to the entire college football community: NIL might be changing the game, but Texas isn’t letting it change its foundation.