STILLWATER - Winning football games has positioned Oklahoma State for a possible run at Big 12 and national championships.
The benefits of winning, however, extend beyond the football program.
"At this point, every measurable is spiking for Oklahoma State," said Kyle Wray, the university's director of marketing. "Merchandise, apparel, publicity, admission applications - everything is up for OSU."
Said Darren Rovell, CNBC's sports business reporter: "Oklahoma State is a national option now."