The landscape of college football recruiting has shifted a lot in recent years. Name, Image, and Likeness (NIL) deals are a big part of that change now.
Oklahoma Sooners coaches Brent Venables, Todd Bates, Miguel Chavis, and Brandon Hall recently opened up about how NIL has changed their recruiting strategies. At OU Media Day on August 4, 2026, they talked about adapting to these new realities while still holding onto their core values and focusing on player growth.
Adapting to the NIL Era
One of the biggest shifts? The business side of things is way more present, and agents are everywhere. Brent Venables pointed out that NIL deals have made recruiting a bit more complicated, adding a new layer to what used to be a more straightforward process.
While the traits they want in players haven’t really changed, there’s more pressure to find common ground with recruits early on. It’s all about balancing real connections with the business-like side of modern recruiting.
The Role of the General Manager
Venables gave a lot of credit to General Manager Jim Naggy and his crew for handling the tricky parts of NIL deals. Their work has made things run smoother and lets the coaches zero in on what matters most to them.
With that support, coaches can spend more time actually getting to know recruits and their families. It’s less paperwork, more people work.
Maintaining Core Values
Even with all the changes, the Sooners coaches say they’re sticking to what got them here. Venables keeps coming back to relationships as the heart of their program.
He’s convinced that authentic connections with recruits and their families matter more than ever, especially as college football gets more transactional.
Challenges and Opportunities
The NIL era definitely comes with its own headaches. Talking contracts and money with teenagers? Not exactly what most coaches signed up for.
Handing off those conversations to the NIL staff has been a relief, honestly. It lets coaches get back to what they love: coaching and helping players get better.
The recruiting timeline has sped up, too. Instead of recruiting players for months, sometimes even into the new year, decisions are happening earlier—often because agents are pushing financial offers right out of the gate.
That means coaches have to be nimble and, maybe, not get too emotionally wrapped up in every single outcome. It’s a different world.
Focus on Development
Even with all the new money talk, the Oklahoma staff says their main priority hasn’t changed. Player development is still at the core of what they do.
Venables mentioned that, at the end of the day, young guys still need guidance, mentorship, and some stability, no matter what their NIL status is.
Recruiting in the NIL Era
Coaches have noticed recruits are looking at things differently now. Where relationships with assistants used to be a big deal, the financial package is often front and center.
Still, Venables thinks development and real relationships will win out in the long run. He’s noticed recruits paying more attention to which coaches will actually help them grow at their position, which might be a good sign for the future of the sport.
Conclusion
The Oklahoma Sooners football coaches have done a pretty impressive job handling the whole NIL situation. It hasn’t exactly been easy, but they’ve leaned on their NIL staff to help cut through the noise.
That focus lets them zero in on what matters most to them: building real relationships and helping players grow. College football recruiting is always shifting, but the Sooners aren’t backing down from their goal of shaping young men, on the field and off.
Curious for more? Check out the full interview with the coaches about NIL over at Yahoo Sports.
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