Big 12 Media Days are underway as we look ahead to the 2025 college football season. The event runs July 8th and 9th in Frisco, Texas, giving coaches and players a chance to speak on what lies ahead.

Iowa State was one of eight teams to take to the podium on Day 1. Head coach Matt Campbell unintentionally made headlines while talking to the media.

Like all coaches that will speak at the event, he attempted to prop his players up both on and off the field. His way of doing so was by highlighting his top contributors’ loyalty in an era of college sports that encourages the opposite.

The transfer portal and NIL have made bag chasing the norm. That hasn’t been the case in Ames. Campbell says the Cyclones are more focused on building success than a quick paycheck.

Iowa State coach Matt Campbell: “Our Top 20 guys took a pay cut to come back to Iowa State.” He also mentioned coaching staff continuity as a big factor.

-Pete Thamel / ESPN via X

Matt Campbell suggests that his best players had more lucrative offers elsewhere. They could’ve easily split for a payday. Instead, they stayed put.

While the sentiment behind the message was well-placed, the delivery might’ve been off. Context also matters. Dollar amounts weren’t given. Neither were potential destinations. Still, fans ran with the one-liner on social media.

“So, they’re poor,” quipped one college football follower. “Iowa state is broke,” echoed another.

Campbell admitted that the Cyclones don’t boast the bankroll of others in the sport, many of which are apparently direct recruiting competitors. While his current players proved their loyalty, future contributors might not be as gracious.

Will the comment impact recruiting? Will prospects scratch Iowa State from the visit list knowing they can’t contend financially? It’s worth noting that the Cyclones just lost one of their top QB commits in program history to Alabama.

 

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Did NIL play a role? Maybe. Maybe not. Matt Campbell’s admission will leave a seed of doubt for every recruiting loss the Cyclones suffer from here out.

Iowa State finds itself in an unpleasant position. They rarely finish amongst the elites in recruiting. They rely, instead, on development and fit.

The transfer portal has made it to where coaching staffs are now punished for identifying overlooked talent and turning it into production. Those players will simply be paid more by another program at the first sign of success.

Iowa State can’t keep up in NIL. Campbell hopes his future players show as much commitment to the program as his current ones do.

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