News report: Mizzou spent $31M on NIL in past year: $10M last month

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Mizzou spent $31.7 million on NIL for athletes in last year, records show

By Eli Hoff, St. Louis Post-Dispatch


The University of Missouri athletics department has spent more than $31 million on name, image and likeness compensation for its athletes during the past year, according to financial records.

Mizzou’s NIL spending reflects the university’s push to compete in football and men’s basketball under the terms of a modern college sports landscape that has spawned a lucrative market for athletes.

The records show that nearly two-thirds of the money in 2024 went to football players and about a fourth to men’s basketball. The remainder was split among baseball, women’s basketball and lower-profile programs.

MU’s spending in the past month alone shows how the school has tried to take advantage of a disruption in the NIL market, distributing an influx of cash to athletes before the landmark House v. NCAA settlement takes effect July 1 and imposes a de facto salary cap.



MU was billed more than $31.7 million by Every True Tiger from July 1, 2024, to date, a span that roughly aligns with both a sports and fiscal year. The number of athletes receiving NIL benefits varied month to month, ranging from 155 to 65, with an average of 125.

The $31.7 million tally includes a 2024 football season in which the Tigers went 10-3 and a men’s basketball campaign that saw Mizzou return to the NCAA Tournament. It also includes spending on transfers for both teams’ upcoming seasons.

Because NIL nationwide is so murky, it’s not possible to compare Missouri’s spending with that of similar universities, whose figures are not available or have not been reported.

As such, Mizzou’s NIL operation will look different moving forward.

Spending flurry before July 1

Of the roughly $31.7 million spent on NIL in the last year, nearly $10.3 million came earlier this month — just weeks ahead of the House settlement’s effective date.

Mizzou has sent just shy of $25

In 2024, Mizzou sent about $12.4 million to Every True Tiger. A little less than $8 million, or 64.3%, went to football. Men’s basketball received $2.9 million, or 23.5%.

Baseball received $488,500, or 3.9%. Women’s basketball received $348,100 or 2.8%.

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. Gymnastics received 0.8%, volleyball received 0.3%, golf and soccer received 0.2%, and tennis received just $10,000 — less than 0.1%.


Here is a breakdown of Mizzou’s NIL spending by month:

• Sept. 2023 — $881,446 (Every True Tiger invoice total)

• Oct. 2023 — $789,046

• Nov. 2023 — $825,846

• Dec. 2023 — $848,313

• Jan. 2024 — $767,584

• Feb. 2024 — $824,700

• March 2024 — $754,200

• April 2024 — $662,233

• May 2024 — $991,250

• June 2024 — $1,619,400

• July 2024 — $940,900

• Aug. 2024 — $876,900

• Sept. 2024 — $1,871,900

• Oct. 2024 — $902,400

• Nov. 2024 — $950,850

• Dec. 2024 — $1,211,500

• Jan. 2025 — $4,647,950

• Feb. 2025 — $1,919,100

• March 2025 — $2,332,150

• April 2025 — $2,185,950

• May 2025 — $3,592,850

• June 2025 — $10,279,300

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