At the heart of OSU’s NIL commitment is the POSSE Excellence Fund, a cornerstone initiative designed to empower our student-athletes with direct financial support and opportunities for long-term growth. Through this fund, more than $31 million in additional scholarships and revenue share will be distributed to OSU student-athletes across all ticketed sports programs—recognizing their contributions, dedication, and the pride it brings to the Cowboy community.

The POSSE Excellence Fund ensures that OSU remains competitive at the highest level while reinforcing our mission to enhance the student-athlete experience. For those that do not have a business entity or interest in supporting student athletes through direct NIL deals, this is the avenue for you! Get set up on a monthly giving plan today for as little as $10 a month to ensure that OSU maintains its place at the top of the Big 12 Conference and Nationally.

Strategic Partnerships

To maximize the reach and impact of the OSU NIL Alliance, Oklahoma State Athletics has established key partnerships with industry leaders in the space of student athlete endorsements:

• Learfield / Cowboy Sports Properties – Integrating NIL strategy with OSU’s broader media, marketing, and sponsorship ecosystem to enhance visibility and drive new revenue streams.
  
  As a multitude corporate partners have already realized, there is a great return on investment by both aligning your brand with Oklahoma State student athletes as well as the OSU brand itself and the brand awareness associated with it.
• Orange Power Studios – Building OSU Student athletes brands through story telling and content creation that maximizes their marketability and reach.
  
  Through this integration we will continue to tell the stories of our student athletes and build their brand through long and short form content pieces. This free to the consumer platform will grow awareness for our student athletes, while also allowing them the opportunity to monetize their brand through corporate sponsorship integration within the platform.
• Student-Athlete Development - The Oklahoma State NIL office will partner closely with the existing Student Athlete Development office to ensure student athletes are educated in the areas of financial literacy, career readiness, and community involvement.
  
  This effort will create many new opportunities for student athletes through events such as networking events, content / brand awareness days, as well as service opportunities.
• NIL Ambassador - Barry Hinson will continue to lead the way in the form of NIL education, and ensure that groups of OSU supporters all across the state of Oklahoma and surrounding communities are knowledgeable about all the opportunities at their disposal to support OSU student athletes.
• NoCap Revenue Solutions - Providing advanced analytics, deal management, and athlete-brand matchmaking to expand earning potential and streamline NIL opportunities.
• OSU NIL Shop - Offering exclusive autograph and memorabilia programs that connect fans directly with Cowboy and Cowgirl athletes in innovative, compliant ways.
  
  These collaborations will ensure OSU’s NIL ecosystem is both sustainable and forward-thinking—uniting tradition, technology, and teamwork to shape the future of collegiate athletics.