Oklahoma State will need to find a more discreet approach to promote NIL donations after the NCAA blocked their use of QR codes on football helmets. The NCAA determined that the 1.5-inch QR codes, which Oklahoma State had hoped to place on the back of player helmets, were considered “advertising and/or commercial marks,” which are not allowed under current rules.
Oklahoma State had deemed the QR codes as helmet decals rather than advertisements, arguing that they were a “revolutionary” way to boost NIL contributions. The codes wouldn’t have been visible to fans in the stadium but were intended for the television audience at home. However, the NCAA’s ruling forced the university to scrap the plan.
“We disagree with the interpretation of the rule but will abide by it and work with the appropriate groups to lead on the needed change,” Oklahoma State athletic director Chad Weiberg said in a statement. “Our people came up with an innovative concept to raise NIL value for our student-athletes, but ultimately, it just serves as the latest example of how college sports are evolving at a faster pace than the rulebook.”
The Big 12 Conference has thrown its support behind Oklahoma State in their efforts to explore new fundraising avenues, recognizing the shifting landscape of college athletics where NIL and the transfer portal have introduced a free-agency-like system.
“As we enter this new age of college athletics, the Big 12 Conference welcomes the opportunity to be at the forefront of innovation and creativity,” said commissioner Brett Yormark. “I look forward to partnering with the NCAA and my fellow conference commissioners in an effort to modernize legislation that enables our schools to drive value for our student-athletes.”
Although the Cowboys were unable to wear the QR codes during their season-opening 44-20 victory over South Dakota State, the codes were prominently displayed throughout Boone Pickens Stadium, including on the 6,160-square-foot video board. According to the university, donations collected via these QR codes are directed to a general NIL fund that benefits all athletes on the team.
This isn’t the first time the NCAA has stepped in to limit such initiatives. The organization previously banned social media handles and hashtags on uniforms, and the QR codes fell under a similar restriction.
As NIL continues to reshape college sports, schools like Oklahoma State are likely to keep pushing the boundaries, prompting further debates over how best to balance innovation with compliance in an evolving regulatory landscape.
