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"We Are Poor": Kelvin Sampson’s brutally honest take on Houston’s NIL budget
"We're poor." University of Houston head coach Kelvin Sampson didn't hold back when discussing the Cougars' financial standing in the new NIL era. Despite being a national powerhouse, Sampson warns that the program has one of the lowest budgets in the Power Four and may eventually have to "stop" recruiting elite players if the funding doesn't catch up to the market value.
HOUSTON, Texas - University of Houston head coach Kelvin Sampson didn't mince words Wednesday night, offering a sobering assessment of the Cougars' financial standing in the rapidly evolving landscape of Name, Image, and Likeness (NIL) and collegiate recruiting.
What we know:
Following the No. 13 Cougars' 79-55 victory over the UCF Knights at the Fertitta Center, Sampson shifted the conversation from the win to the "alarming" reality of the program’s bank account compared to its Power Four peers.
"We have a very poor athletic department," Sampson told reporters. "We’re poor. We were poor when I got here, and we’re still poor."
Despite Houston’s meteoric rise to a national powerhouse—boasting five straight Sweet 16 appearances and a move to the lucrative Big 12 Conference—Sampson argues that the "market value" for elite talent is outstripping the school's current resources.
The Recruiting 'Stop' Sign
HOUSTON, TEXAS - DECEMBER 06: Head coach Kelvin Sampson of the Houston Cougars reacts in the second half against the Florida State Seminoles at Toyota Center on December 06, 2025 in Houston, Texas. (Photo by Tim Warner/Getty Images)
What they're saying:
Sampson noted that while the Cougars are participating in the NIL market, they are doing so with a much shorter leash than the "blue-blood" programs they compete with on the court.
The veteran coach emphasized that the limitation isn't about identifying talent, but about the rising "price of admission" for the nation’s top recruits. "It’s not about who we want to sign, it’s about who we can afford to sign," he added.
A Growing Financial Gap
By the numbers:
Currently, Houston ranks 56th among Division I public schools in total athletic revenue.
The move to the Big 12 has increased media rights revenue, but Sampson’s comments suggest that the "booster gap" remains a significant hurdle.
Despite the financial "poverty" Sampson describes, the Cougars' on-court results haven't faltered.
However, with recruiting for the 2026 class already in high gear, the head coach's "brutally honest" plea serves as a clear signal to boosters and the Houston community: to stay at the top, the price of the game has officially gone up.