From field to fund: Can QR codes on helmets score big for NIL?

Oklahoma State football has taken a bold step into the lawless landscape of modern college sport, becoming the first team to incorporate QR codes onto player helmets during regular-season games. The move aims to boost the team’s NIL (Name, Image, and Likeness) earning potential and engage fans in a new way.

Digital college football tip jar

Coach Mike Gundy announced the initiative, emphasizing its potential to give fans worldwide a direct impact on supporting the NIL efforts of Cowboy football players. The QR codes, featuring each player’s name and number, will be placed on the back of helmets and other team materials.

While the codes may not be easily visible from the stands, close-ups during broadcasts and postgame photos are expected to increase the team’s visibility and drive donations to the player NIL fund.

The “Saddle Up Campaign,” organized by Pokes With A Purpose, will promote the QR code initiative through social media and other channels. Fans can scan the codes to access a link to the fund and make donations.

Game-changer or digital distraction? 

The move comes amidst a rapidly evolving landscape for college athletes, who are now able to monetize their name, image, and likeness. Oklahoma State’s QR code initiative is a creative approach to harnessing this new opportunity and fostering fan engagement.

Some may argue that the QR codes could be a distraction for players during games or that the novelty might wear off over time. However, the potential benefits, including increased NIL earnings and enhanced fan connection, outweigh the potential drawbacks.

As college football continues to adapt to the changing landscape, Oklahoma State’s QR code experiment could serve as a model for other programs looking to innovate and engage with their fan base.

Oklahoma State opens the 2024 season against defending FCS national champion South Dakota State at Boone Pickens Stadium on Saturday, August 31, at 1 p.m., and every home game has sold out this season.