Kansas State football finds itself at a pivotal crossroads in the ever-evolving landscape of college football, where the stakes no longer rest solely on the field but also in the high-dollar arenas of Name, Image, and Likeness (NIL) deals and the increasingly influential transfer portal. The Wildcats, known for their gritty culture and developmental approach, are now up against a fast-changing reality, and nowhere is this more evident than in their brewing rivalry with Texas Tech—a program that has thrown open the checkbook in an aggressive bid to leapfrog Big 12 competition.
The stakes are simple but massive. Kansas State must beat Texas Tech—on the scoreboard, in recruiting battles, and especially in the war over NIL and portal power. Failure to do so could see the Wildcats fall behind not just the Red Raiders, but the upper echelon of a rapidly evolving Big 12.
In the past, Kansas State has thrived on doing more with less. Under Bill Snyder and now Chris Klieman, the Wildcats have made a habit of finding undervalued talent, coaching them up, and building tight-knit, disciplined teams capable of beating more “talented” rosters. That formula still holds some value in today’s game, but with Texas Tech leveraging a deep-pocketed donor base and an aggressive NIL strategy, the game has changed—perhaps permanently.
Texas Tech’s approach has been unapologetically modern. Armed with massive backing from influential boosters and a collective that’s become one of the most powerful in college football, the Red Raiders have essentially rewritten what it means to build a roster in the new era. They are using NIL not just as a tool, but as a weapon. The program’s efforts in the transfer portal are equally aggressive, pulling in top-tier talent that might’ve otherwise gone to SEC or Big Ten programs. It’s a seismic shift, and one that Kansas State cannot afford to ignore.
For Kansas State, the challenge is two-fold: how to retain their identity and culture while still evolving fast enough to compete in this NIL-driven ecosystem. The Wildcats aren’t without resources. They have a passionate fanbase, a respected coaching staff, and a recent Big 12 title in 2022 to sell. But those assets now compete with cold, hard cash—and Texas Tech is offering a lot of it.
Recent recruiting battles have already begun to tell the story. Texas Tech has landed multiple high-profile transfers and blue-chip prospects thanks in large part to robust NIL packages. Kansas State, meanwhile, has continued to develop lower-ranked recruits into NFL-caliber players, but the volume of top-end talent gravitating toward Lubbock is undeniable.
This arms race doesn’t just play out in the offseason. The ripple effects are felt every Saturday. A Tech team loaded with experienced Power Five transfers and NIL-backed depth can outlast and overpower traditional development models. Kansas State’s coaching staff must now scheme not only against game plans but against the structural advantages of NIL wealth.
This isn’t to say Kansas State is doomed—it just means the Wildcats must get creative. They must amplify their strengths. Culture matters. Cohesion matters. Player development still matters. In fact, in a world of roster volatility and constant churn, these things might matter more than ever. Kansas State has built a reputation as a program that cares about its players, fosters loyalty, and gets guys to the NFL. That brand can still resonate, but only if it’s paired with competitive NIL opportunities.
That’s where the Kansas State donor community comes in. If the Wildcats are to match Texas Tech punch for punch, they need collective backing that can make Manhattan an attractive destination not only for incoming freshmen but also for key transfers looking for a second chance or a bigger stage. The days of winning solely through scheme and sweat are over. Now, it’s about money, message, and momentum.
The Big 12 is changing too. With Oklahoma and Texas off to the SEC, and with new programs like Utah, Colorado, Arizona, and Arizona State joining, the conference is entering a new, unpredictable chapter. Kansas State has the potential to become a perennial contender in this new Big 12—but only if it adapts. The Wildcats can’t just keep up; they must assert themselves as a program unwilling to be outspent or outmaneuvered.
The coaching staff recognizes this. Chris Klieman has spoken candidly about the importance of NIL and the transfer portal in building a competitive roster. There’s a recognition inside the program that what worked five years ago may not work now. Recruiting battles are no longer won just in living rooms—they’re won in boardrooms, on Zoom calls with NIL collectives, and in the quiet, complex negotiations of modern college football recruiting.
On the field, Kansas State must deliver in 2025. This is a season where success isn’t just about wins; it’s about message. Beating Texas Tech would be a powerful statement—not just to fans, but to recruits, transfers, and potential donors. It would affirm that Kansas State isn’t fading into the shadows of NIL giants. It would reinforce the notion that a strong culture and smart coaching still have a place, even in a game that’s increasingly commercialized.
That game against Texas Tech isn’t just another conference matchup. It’s a referendum. It’s a battle of ideologies—development vs. dollars, cohesion vs. contracts. And for Kansas State, it’s a must-win.
Off the field, Kansas State’s leadership must continue to evolve. Athletic Director Gene Taylor has already been instrumental in steering the Wildcats through change. Now he must double down. Building competitive NIL infrastructure, growing the brand, and energizing the donor base are not luxuries—they are necessities. The Wildcats must make Manhattan a place where top athletes not only want to come but can afford to.
Texas Tech’s advantage is not insurmountable. Money helps, but chemistry, coaching, and commitment still matter. And Kansas State has them in spades. But the Wildcats must stop playing catch-up and start playing offense—not just in playbooks but in their off-field strategy. They need wins on Saturdays, but also wins in donor meetings, recruiting visits, and NIL negotiations.
It is a transformative time for college football, and programs that hesitate will be left behind. Kansas State has the pedigree and the leadership to rise, but they must act boldly. The Wildcats are at a tipping point, and the showdown with Texas Tech is more than a rivalry—it’s a line in the sand.
Beat Texas Tech, and Kansas State sends a message that it won’t be bullied by big spending. Lose, and the whispers grow louder that the Wildcats are being outpaced in a game where tradition alone no longer guarantees success.
This is the new Big 12. The stakes are real. And Kansas State must rise to meet them.
