Assessing Steve Sarkisian’s Statements and the Texas Longhorns’ Marketing Tactics

In the highly competitive environment of SEC football, head coaches must excel not only on the field but also in marketing and promotion. Lane Kiffin, head coach of the LSU Tigers, exemplifies an adeptness at persuading the college football audience that losses should not be harshly critiqued, attributing them to the tough nature of SEC stadiums. Similarly, in 2025, Vanderbilt’s Clark Lea argued for preferential treatment for SEC teams with equivalent records to those of other conferences.

Among these efforts is Steve Sarkisian, head coach of the Texas Longhorns. Sarkisian expressed dissatisfaction in 2025 over his 9-3 team being excluded from the College Football Playoff. He emphasized that such exclusion was an undervaluation of his team’s efforts, although their performance against teams like Florida, Mississippi State, and Kentucky, coupled with a significant loss to Georgia, raised questions about their standing.

Sarkisian lamented the effects of a close 14-7 loss to Ohio State on his team’s playoff prospects, highlighting the importance of scheduling tough opponents. He noted the benefit of playing challenging games rather than easy wins over less competitive teams. After a comeback win against Ohio State, his perspective shifted, underscoring the value of such victories for enhancing their resume.

“We could be like other teams and play Jones Junior High and win 66-0,” he stated, emphasizing the test of meeting high-caliber opponents.

Following their win over Missouri, Sarkisian portrayed the Longhorns as underdogs, claiming few anticipated their victory. He expressed pride in the team’s reaction to external doubts, noting:

The DNA of this organization is mental and physical toughness, and I think that poured out of our pores today.

The narrative constructed highlighted Texas as “big game hunters” underlining the perceived achievement in overcoming Missouri.

However, questions regarding officiating during the game arose. Several decisions appeared to favor Texas, including a controversial fumble ruling that extended a drive ultimately leading to a touchdown. Missouri’s head coach, Eli Drinkwitz, alluded to dissatisfaction with the officiating but withheld further comment to avoid penalties.

Commentators, including Jesse Palmer, observed the officiating’s potential impact, noting apparent inconsistencies. Nevertheless, Texas showcased superior performance, arguably justifying their victory aside from refereeing controversies.

Sarkisian’s rhetoric aims to craft a narrative of defying odds, potentially cushioning future setbacks such as against LSU or Texas A&M. This marketing mirrors SEC’s reputation for strategic storytelling. As the season progresses, the combination of performance and promotion continues to shape their standing in college football.

Ian Miller writes for OutKick.