In a fiery exchange that has captured the attention of college football fans everywhere, Oklahoma State head coach Mike Gundy recently pointed fingers at Oregon’s NIL spending, claiming they dropped a staggering $40 million on players last season compared to his team's mere $7 million over three years.

Gundy, during a radio appearance, suggested that such disparity raises questions about fairness in competition: "There are coaches out there saying teams with ample resources should only compete against similarly funded opponents." This comment comes as Oklahoma State gears up to face off against Oregon this Saturday in Eugene.

Not surprisingly, Dan Lanning, head coach of the Ducks, didn’t take Gundy’s remarks lightly. When asked about them at a press conference, he delivered a pointed response: "I have immense respect for Coach Gundy, but we’re in a blessed position where we’re invested in winning. If you aspire to be a top-10 team in college football, you have to spend to win. Some programs may hold back, but we’re determined to compete at the highest level."

It’s hard to quibble with Lanning’s counterpoints. Oklahoma State just endured their worst season under Gundy’s tenure, finishing with a disappointing 3-9 record and struggling defensively by allowing nearly 36 points per game. Lanning, on the other hand, led Oregon to an undefeated regular season and a Big Ten title, only to fall short against Ohio State in the playoffs.

Interestingly, while Gundy criticizes Oregon's spending, his team had no qualms about facing a Tennessee-Martin squad—an FCS team with significantly less budget—just last week. This inconsistency raises eyebrows about the reality of so-called NIL fairness across the league.

Looking ahead, the Ducks and Cowboys have a long-standing home-and-home series agreement set back to 2018, long before NIL regulations were introduced. Oregon will make a return trip to Stillwater next year, adding more spice to their rivalry. With Oklahoma State also scheduling future matches against Arkansas and Alabama, Gundy’s theory about limiting competition based on budget may need some serious reconsideration.

As this debate heats up, one thing is clear: when it comes to winning on the gridiron, spending might just be the name of the game.