Opendorse has released a revealing look at how NIL revenue-sharing dollars are being distributed across college football ahead of the 2025 season, and the Big 12 is leading the charge at the quarterback position. According to the report, 23.1 percent of the Big 12’s revenue-share budgets are allocated to quarterbacks, the highest percentage among all Power Four conferences.
That figure stands well above the ACC at 19.4 percent, the SEC at 15.1 percent, and the Big Ten at 14.4 percent. The data was compiled between July 1 and August 10 using verified anonymous NIL payment information, along with disclosures from schools and collectives.
The findings show that Big 12 programs are not only investing heavily in quarterbacks, but they are also prioritizing offense across the board. In fact, 64 percent of all revenue-sharing funds in the Big 12 are being funneled toward offensive players, including the highest shares for running backs, tight ends, and defensive backs compared to other conferences. While the numbers reflect individual strategies by each program, the conference-wide pattern suggests that Big 12 schools are betting on offense to drive both results and brand engagement.
In a league known for its quarterback-driven shootouts and offensive fireworks, this kind of allocation makes sense. Quarterbacks in the Big 12 are often the face of their teams and, increasingly, the face of their conference’s investment strategy. With the official rollout of revenue sharing now underway, these numbers offer a first glimpse at how programs are valuing positions when real money is involved.
What also stands out is the sharp contrast between top earners and the rest of the roster. According to Opendorse, nearly two-thirds of Power Four athletes will receive less than $10,000 in revenue-sharing dollars this year. That divide reinforces the reality that marquee positions are capturing a disproportionate share of the pot.
For the Big 12, this is more than just a financial trend. It’s a reflection of where the league sees its value and how it wants to compete nationally. The quarterbacks are getting paid, and in this conference, they’re expected to earn every dollar.
