In an effort to bolster fundraising for Oklahoma State University’s football team’s Name, Image and Likeness (NIL), the athletes are set to debut QR (quick response) codes on its football helmets this season.
Starting with their season opener on August 31 against defending FCS (Football Championship Subdivision) champions South Dakota State, the Cowboys will sport QR codes that will link to the general team fundraiser aimed at increasing the program’s NIL money pool.
While the QR codes, displayed as 1.5-square-inch decals featuring each player’s name and number, may not be visible from the stands the codes will be strategically placed to be captured during close-up shots in broadcasts and postgame photos shared on social media, the Associated Press (AP) reported.
In addition to the helmet decals, the QR codes will also be featured on the players’ bag tags, which they carry during “The Walk,” a pregame tradition at Oklahoma State’s Boone Pickens Stadium, as well as during travel.
According to Oklahoma State, the plan marks what is believed to be the first time that a college football team will wear QR codes during regular-season games.
“This is a revolutionary step forward to help keep Oklahoma State football ahead of the game,” Oklahoma State coach Mike Gundy said. “It gives a chance for everyday fans across the world to have a real impact when it comes to supporting the NIL efforts for Cowboy football. I’m thrilled about this opportunity for our players.”
Newsweek has reached out to Oklahoma State University Athletics Department via email on Tuesday for comment.
Oklahoma State’s QR code announcement comes as the world of college sports has changed drastically over the last few years with the addition of the NIL deals. These deals allow athletes to enter into contracts with companies to endorse products, post branded ads on social media and more.
Before 2021, the National Collegiate Athletic Association (NCAA) prohibited student-athletes from profiting from their NIL, despite their contributions to the college sports industry. However, the NCAA changed its rules in 2021 following a U.S. Supreme Court decision, and many states now have NIL laws covering college and high school athletes.
According to a February 2024 article in The New York Times, most Division I college football and basketball players earn some money from NIL deals with average deals in the five-figure range. However, many deals go into six figures and beyond, and the school plays a major factor in an athlete’s earning potential.
NIL has also forced college coaches around the country to change their approach to the issue and funding.
Gundy has spoken before about the development of NIL, and how it has affected college sports.
“The good news is, the next five months we can just play football,” Gundy said last week, per ESPN. “There’s no negotiating now. The portal’s over. All the negotiation’s history. Now we’re playing football.”
He added: “The business side of what we do now—we have to have those conversations with [the players]. Tell your agent to quit calling us and asking for more money. It’s non-negotiable now. It’ll start again in December. So now we’re able to direct ourselves just in football, and that part is fun.”
According to the AP’s Top 25 college football poll, Oklahoma State kicks off their season ranked at No. 17.
