Ohio State and Texas are two of the highest spenders in the 2026 cycle. This isn't a deviation from the norm in the NIL era. And that's exactly why the Buckeyes and Longhorns were predicted by one anonymous GM to be the two standout teams in the sport this coming season.
As the unnamed exec told CBS Sports' Richard Johnson, "There's a connection between who spends the most and who has the best roster."
That prediction is the result of not only experienced and accomplished transfers and high-end high school commits in the 2026 class, but also expensive classes in 2023, 2024, and 2025 as well. Texas' bellcow, Arch Manning, was a 2023 recruit, while Julian Sayin came to Columbus via a post-Nick Saban retirement transfer from Alabama in January 2024.
These programs have big-money donors, a rich history, and sit in large markets with over one million people. Austin and Columbus are uniquely positioned in cities lacking pro sports teams that sit in states with passionate pro sports fan bases. In some ways, it's expected for these two teams to be in the mix year in and year out. That Big Ten GM hardly went out on a limb putting them on a pedestal above the rest of the sport.
Having two teams on top like this is an ode to history. OSU and UT both have deep offensive lines and Heisman-caliber quarterbacks and receivers. This is always how it's been, back when players simply received scholarships and monthly stipends.
Luckily for television execs at Disney and the athletic departments, the two titans will face off in Week 2 on ABC. That mega matchup should recoup plenty of the spending.
Ohio State and Texas have a historically expensive matchup in Week 2
NIL records and the bank aren't the only things the Buckeyes and Longhorns are breaking. Their matchup is a historic expense for fans' wallets as well. Traveling to the game will be more expensive for Ohio State fans than any previous matchup Central Texas has ever hosted.
"Hotel prices in Austin typically spike for major weekends, but this September 12 Texas vs. Ohio State showdown is in a league of its own compared to other preseason games. What might normally run $200–$300 per night (or even for other early-season games) can easily jump to $500–$1,200+ downtown or near campus—often with strict 2-night minimum stays. This isn't just another preseason game; it's a marquee #1 vs. #2 (or top-5) clash between two powerhouse programs in one of the most anticipated non-conference rematches in recent years, complete with College GameDay in town. The hype around this rematch is driving demand far beyond a typical preseason game. The atmosphere in Austin will be unforgettable, but the massive fan interest from both sides means prices reflect pure excitement," Fora agent Hayley Mirza of Southlake told me in June.
The loser of this game could end up in the CFP seeded higher than the winner. Just as easily, this matchup could be the difference between one of these squads making the 12-team cutoff or not.
For college football, this is the kind of early-season non-conference matchup that schools should never grow afraid of. Fans only get the kind of experiences matchups like this present so many times during their college years or their lives in general.
Perhaps taking part in this kind of matchup could sit well with the CFP selection committee if things come down to the wire after championship weekend in December. It'd send a good message to teams that may not necessarily seek the same challenges with their schedules.
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