Houston Cougars fans have a new way to fuel both their game days and their favorite athletes with Victory Snacks—where every purchase powers NIL deals. Parker Ainsworth sits down with Grant Cohen, Chief Growth Officer of Victory Snacks, to reveal how Houston TX Snacks partners with the Cougars and the Linking Coogs Collective to put proceeds directly in players' pockets. How are creative business models like these changing the college sports NIL landscape, and could this reshape recruiting power within the Big 12?

The conversation covers the company’s origins, connections with Houston legends like Steve Elkington, and insider stories from the Cougars’ football and basketball locker rooms—including favorites like meat snacks and sweet caramel puffs. Key topics include Victory Snacks’ unique approach to supporting Houston athletics, the enthusiastic buy-in from star players like quarterback Conner Weigman and Emanuel Sharp, and how fan engagement links directly to winning on and off the field. Snack smarter, support the Coogs!

0:00 – NIL Snacks Intro
4:43 – How Victory Snacks Works
15:47 – Houston Partnership & Expansion
21:29 – NIL Success & Future
26:00 – Basketball Season Outlook
28:40 – Players ERA Event
30:05 – Snacks in Arena, Final Thoughts

Be sure to follow and subscribe to Locked On Coogs to hear the latest on all things Houston Cougars, wherever you get your podcasts!

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The Big 12 Conference has been nothing short of a whirlwind over the past week, marked by a major championship, postseason selection drama, and a groundbreaking business announcement that reinforces its "New Look" identity.

1. Championship and CFP Breakthrough
   The week started with the Big 12 Championship Game where Texas Tech defeated BYU in a commanding fashion (34-7). This victory propelled the Red Raiders to a 12-1 record, securing the Big 12's automatic bid to the expanded College Football Playoff. The subsequent CFP rankings confirmed Texas Tech as the No. 4 seed, earning them a crucial first-round bye straight to the Orange Bowl Quarterfinal—a massive statement for the restructured league.

1. Bowl and Political Fallout
   While the Big 12 celebrated Tech's CFP inclusion and the bowl selections for seven other teams, drama erupted over the bubble. Commissioner Brett Yormark publicly backed the CFP committee's decision, despite BYU's exclusion, and notably criticized Notre Dame's Athletic Director for his "egregious" outrage over the Irish being left out. This positioned the Big 12 as a stable, unified partner in the new CFP ecosystem, contrasting sharply with the ACC's turmoil. Adding to the controversy, the conference levied $500,000 fines on Iowa State and Kansas State for opting to skip bowl games, underscoring the conference's commitment to fulfilling its postseason obligations.

2. NFL Partnership Announcement
   Perhaps the most significant long-term news was the conference's announcement of a strategic partnership with the NFL. This collaboration aims to align the two organizations on everything from officiating development and emerging technology to global growth initiatives. This unprecedented move further showcases the Big 12's innovative, business-forward approach under Yormark, establishing a distinct brand identity separate from the traditionalist SEC/Big Ten dynamic.

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