Mizzou reportedly spent more than $31 million on NIL in last year ...Middle East

In one of the clearest looks we’ve yet seen at how an athletic department has navigated the previously unregulated NIL landscape, documents obtained by the Columbia Missourian revealed that Mizzou spent roughly $31.7 million on NIL payments for student-athletes during the past 12 months.

An open records request from the Missourian found that Mizzou funded its NIL program with payments directly from the athletic department to the Tigers’ collective, Every Tiger True Brands, LLC. The entity, which describes itself as a “marketing and branding agency” to distinguish itself from other collectives across college football, distributed nearly two-thirds of the money it received to football players and a fourth to men’s basketball players, according to the Missourian. The rest was split up between baseball, women’s basketball, and other programs.

The invoice figures obtained by the newspaper represent 90%-95% of all the NIL compensation Mizzou athletes receive, according to Every True Tiger CEO Brad Larrondo. They do not include money student-athletes received from third-party sponsorship deals.

According to the report, Mizzou spent around $25 million from January 2025 to date and nearly $10.3 million just in the first few weeks of June. The June figure would seemingly represent a push from the program to get ahead of the House settlement and push through payments that would potentially be denied by the new Deloitte-run NIL Go clearinghouse.

The Missourian broke down Mizzou’s spending — shown by the invoice sent to Mizzou’s athletic department by Every True Tiger — by month over the available period of time, which ranged from September 2023 through June 2025. That breakdown is below:

The January 2025 figure shows a clear push from the department to help the football program compete. That spending coincided with the winter transfer portal window. Mizzou signed the seventh-ranked transfer class in the country this offseason as it looks to build on last year’s 10-3 record.

The May 2025 spending would also seem to coincide with the transfer portal opening in college basketball. Under Dennis Gates, Mizzou basketball went 22-12 and was one of the big surprises of the season before losing in the first round of the NCAA Tournament.

Mizzou athletic director Laird Veatch said during a press conference last week that not all sponsored sports within the athletic department will receive money when colleges start sharing revenue with student-athletes on July 1. Football and men’s basketball will receive the “bulk” of the $20.5 million the athletic department will be able to directly share, but Veatch declined to get into specifics on how the Tigers would ultimately break things down.

“We’re going to have to adjust and really kind of make room for this opportunity to provide more of those resources directly to student-athletes,” Veatch said then.

According to the Missourian, Tiger football players received 64.3% of the $12.4 million the school paid to Every True Tiger in 2024. Men’s basketball players received roughly 23.5%. Softball (1.5%), wrestling (1.2%), and track and field (1.1%) were the only other programs to receive more than 1% of the total spending.

The invoices obtained by the newspaper did not include sport-specific breakdowns for 2025 spending.

Under the terms of the recently approved House settlement, internal spending at schools will be capped at $20.5 million. SEC schools will earmark $2.5 million for new scholarships. The remaining $18 million will be shared with student-athletes directly. Every True Tiger will become more of a facilitator, helping with cap management and helping Tiger athletes secure third-party NIL deals.

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Mizzou reportedly spent more than $31 million on NIL in last year Saturday Down South.

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