Colin Cowherd declares SEC "It Just Costs More" in new NIL era

Name: Colin Cowherd declares SEC "It Just Costs More" in new NIL era
Uploaded: 2026-07-17T18:16:30Z
Duration: 1 min 46 s
Description: Colin Cowherd explains why the SEC is no longer the top conference in college football, noting the shift in recruiting power to non-SEC teams with wealthy boosters. He argues the old SEC slogan "It Just Means More" has been replaced by "It Just Costs More" due to NIL.

The Herd with Colin Cowherd · FS1 · Aired Fri, Jul 17 · 1m 46s

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Colin Cowherd explains why the SEC is no longer the top conference in college football, noting the shift in recruiting power to non-SEC teams with wealthy boosters. He argues the old SEC slogan "It Just Means More" has been replaced by "It Just Costs More" due to NIL.